Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, October 27-30, 2008 Thursday, October 30th 9:30 AM - 10:45 AM Track IV: Performance-Based Advertising System – Technology Redefining Advertising Platforms As tens of millions of technology users each day communicate via computer, TV or mobile platform, a world of preferences – information willingly provided by the consumer to an institution – their likes and dislikes, from personal buying habits to everyday routines are being assimilated into a greater system of commerce and information. For advertisers and information providers, this information is not only vital to the customer experience, in time, it will be assumed to be a basic feature of that relationship. The consumer will demand the performance that a knowledge based advertising and commerce system will provide. We are now only at the beginning of the trial and error process in providing a “performance-based” system that not only serves the advertiser, but more importantly, serves the consumer. As technology platforms and software improve, both parties to the information experience, the provider and the consumer will ultimately be better satisfied. Chris Adams, CEO and President, View2gether Edward Kim, Chief Executive Officer, Red Bricks Media Heather Luttrell, President, IndieClick Payam Zamani, CEO, Reply! Inc. Roy Shkedi, founder & CEO, AlmondNet Ron Yurman, President, Short Hills Media Group, Moderator Heather Luttrell is President of IndieClick. IndieClick works with thousands of advertising clients and agencies to help them effectively target and communicate with the elusive and profitable 16-35 year old tastemaker audience, through IndieClick's network of 200 film, music, culture and community destinations, representing 50 million unique users and 4 billion impressions monthly. 3jane IndieClick is an interactive agency with a unique knowledge of what works in the online world. 3jane IndieClick's expertise in design, development, technology, marketing and ROI services provides clients with the ability to launch relevant, beautiful, and effective online products and services and make money. Prior to working with 3jane IndieClick, Ms. Luttrell worked in the Global Interactive Strategy group for American Express, integrating their nine product lines around interactive strategy, and recommending strategic investments to the CEO. Ms. Luttrell was founder and CEO of Pangeea, online volunteering and philanthropy platform. Prior to starting her own company, she worked with the founding COO of Priceline, Jesse Fink. Ms. Luttrell was a valuable senior member of KPMG Management Consulting, where she led client and internal projects to develop strategies, pricing, structure and methodologies including their equity investment program "Greenlight." Ms. Luttrell joined KPMG from prestigious New York customer analytics boutique, First Manhattan Consulting Group. She spent the first years of her career at Law and Economics Consulting Group. Ms. Luttrell holds a BA in Economics from Claremont's Scripps College, which she attended as a Founder's Scholar with a National Merit and American Legion of Honor scholarship. She has been a speaker at CommunityNext and the "Future of Online Advertising" conferences on trends in online advertising. Payam Zamani, CEO, Reply! Inc.: A pioneer in performance-based marketing, Payam Zamani was co-founder of the first online car buying service, Autoweb.com. Created in 1994, Autoweb had a market cap of more than $500 million when Zamani left the company in 1999. He went on to found Reply.com in 2001, and is now spearheading a revolution in online lead generation. At Reply.com, Zamani created a network of thousands of local service professionals providing free-of-charge services to consumers in residential real estate; automotive; home improvement; moving services; insurance; and loans. In 2007, Zamani saw an opportunity to reinvent Reply.com and launched a platform that offers a true alternative to SEM by delivering the most efficient and profitable performance-based marketing solution ever conceived. His is a vision of an online world in which the uncertainty and unnecessary expense of the pay-per-click model is replaced with quality leads available when, where, and at whatever price the lead buyer wants. Roy Shkedi, Founder & CEO, AlmondNet: - Roy has over 15 years of experience in inventing, developing and implementing interdisciplinary products as well as analyzing and investing in companies. Since founding AlmondNet in 1998, Roy has been recognized as a pioneer in the behavioral targeting and profile based ad exchange sectors of the Internet advertising market. Prior to founding AlmondNet, Roy was the High Technology Analyst for Ofek Securities, Israel's largest portfolio manager. Edward Kim, Chief Executive Officer, Red Bricks Media: Ed oversees Red Bricks Media client services, sales, marketing and operations. Ed’s vision and drive have been instrumental in growing Red Bricks Media into a performance marketing powerhouse. Prior to his role as VP of Client Services at Red Bricks Media, Ed served five years as Director of Sales and Services at Digital Impact, pioneering award-winning marketing programs for Fortune 500 companies like Apple, HP, Microsoft and Wells Fargo. He holds a B.S. in Mathematics, with a minor in Business Administration, and a Masters in Mathematics from UCLA. Ron Yurman is President of Short Hills Media Group, a digital entertainment company that develops, markets and distributes unique, digital entertainment properties. Prior to founding Short Hills Media Group, Ron ran business development for Music Choice, where he drove all business development efforts across cable, wireless and broadband platforms. In addition to building strategic partnerships and relationships in digital content and distribution, content personalization, and ecommerce, Ron led the intellectual property development team, and contributed to seven issued patents with several pending. Prior, as Director of Operations, Ron created and led a program to distribute Music Choice content to cable broadband providers, developed an IP via satellite content distribution system for cable, and developed strategic and technical aspects of an interactive TV initiative via video-on-demand. He also oversaw the operations of the 24/7 broadcast center. Previously, Ron held operations management positions with IDB Communications Group, Westwood One, and NBC Radio. Ron holds an M.A. in Media Studies and a B.A. in Liberal Studies from The New School in New York City. Chris Adams, CEO and President, View2gether: Chris Adams is an internationally recognized new media pioneer, entertainment industry executive and social entrepreneur with nearly twenty years of experience in creating partnerships, programming and relationships between and to the benefit of media, entertainment and online brands. As a media strategist, Chris works with clients to create and execute on initiatives that have deep impact and measurable outcomes. To achieve greatest possible success, Chris focuses on the intersection of media and audience - helping to bring brand visibility to consumers, reach the greatest audience possible and create multi-platform programs that engage and inspire individuals. Clients range from Facebook.com, for which he helped to create and Produced “Facebook Diaries,” the first-ever hybrid user-generated video/reality TV show distributed on Facebook.com, Ziddio.com, Comcast VOD and the IFC Channel, to HBO to Comcast Cable and Interactive, to Glam.com, the number one site for women in the world, to View2gethe.comr, a “social viewing” platform where he is CEO and President. Prior to launching his own company, Chris co-founded Participant Productions in 2004 with Jeff Skoll, eBay’s first President. Participant’s vision is to create entertainment that inspires audiences to make social change. In this capacity, Chris developed and executed on the business plan and managed the company overall. Participant’s first slate of movies -- Syriana, starring George Clooney and Matt Damon; North Country, starring Charlize Theron; Good Night and Good Luck, starring David Strathairn and George Clooney, and the documentary Murderball – were nominated for an unprecedented 11 Academy Awards. Chris is also proud to have identified and helped develop former Vice President Al Gore’s Oscar-winning documentary, An Inconvenient Truth that, along with Gore’s work, participated in his being awarded the Nobel Peace Prize. In addition to the above-mentioned films, Chris developed and Executive Produced Participant’s first feature: American Gun starring Marcia Gay-Harden, Forrest Whittaker, Donald Sutherland, Linda Cardelini and Tony Goldwyn. In addition to his work in media, Chris provides his clients with years of experience as a nationally lauded filmmaker, marketer, writer and business/strategic development executive. Straight out of film school at the age of 25, Chris wrote, produced and raised money for the short film, The Middle Passage, which went onto win 9 Best Picture Awards at various film festivals around the country and was in competition for the 1995 Academy Award nomination. As a writer, Chris has been published in The Washington Post, The Denver Post, Triathlete Magazine, SPORT Magazine and wrote on Columbia TriStar’s hour-drama The Net (distributed by USA Network). He leveraged this experience into a robust consulting career performing business development and marketing services for Amazon.com, Lycos.com, Pop.com and other online companies in the late 1990’s. He went on from there to help start wireless application development company, Xpherix that sold to Remoba in 2005. Chris serves on the Board of Directors for The Young Storytellers Foundation, which is dedicated to developing literacy, self-expression and self-esteem through the art of storytelling. Born and raised in Pennsylvania, Chris graduated from the University of Denver with a double major in English literature and mass communications. He received his MA from USC’s School of Film and TV and his MFA/PhD from USC’s School of Professional Writing where he pursued his degrees concurrently. Chris lives in Los Angeles with his wife Sharon and their son, Cooper and is an avid surfer.