Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit 2009 Thursday, March 19 Day Long Strategic Track The Future of Advertising Track 12:30 PM - 1:45 PM Session B: Hypertargeting: Ad Networks, Ad Serving and Ad Targeting As the technology is refined and the networks become more powerful, the customer experience will become richer, in accessing content and information, locating and interacting in communities of ideas as well as being served more relevant commerce and advertising information. As the consumer pursues his/her areas of interest, joining and interacting in communities, content and advertising partners must respond in kind, by giving the consumer only the data that is relevant. As the mobile, computer and TV platforms become more elegant, both physically as well as in its software and operating system capabilities, the world of hypertageting and hyperselecting – from both the client and server sides will deliver a more satisfactory and sophisticated experience. Russ Fradin, President, Adify Anne Hunter, Vice President, Platform-A Strategic Advertising Solution, AOL Stephen Butler, Managing Partner, Communications, Media and Entertainment Industries, Teradata Corporation Carrie Frolich, Managing Director, Digital Media, MEC Interaction, Mediaedge:cia Kevin Krossing, Managing Director, Digital Marketing, Saatchi & Saatchi Canada Scott Wensman, Director, Media Strategy and Content Interpublic Emerging Media Lab Steven Abraham, Global Leader, Media & Entertainment Practice, IBM Global Business, Moderator Anne Hunter, Vice President, Platform-A Strategic Advertising Solutions, AOL: Anne Hunter has twelve years of interactive advertising experience. At the beginning of 2008 she started at AOL as the Vice President, Platform-A Strategic Advertising Solutions. In this role, Anne oversees the Sales Development, Research and Custom Solutions divisions which are focused on using the assets of all Platform-A business units to provide strategic solutions to the nation's top advertisers. Anne started in the online adverting space as the advertising operations manager for Hearst's network of websites. She then moved into a marketing role helping advertisers better understand the value of the Internet in the media plan. In 1998, Anne joined Real Media as an advertising sales representative. She subsequently took over the Sales Development and Ad Operations team. After the merger with 24/7, Anne ran the Ad Operations, Eastern Ad Sales and the Email divisions. Anne joined TACODA in 2002 selling Audience Management technology to online publishers. She then helped launch the TACODA network in 2005 as VP Revenue Operations, setting up the initial infrastructure and processes. Carrie Frolich, Managing Director, Digital Media, MEC Interaction, Mediaedge:cia: Carrie Frolich has been a leader in the digital media space for thirteen years, a rarity in a relatively nascent medium. During her six-year tenure at MEC, Carrie has been a catalyst for growth, both in building up the substantial digital practice within MEC and in infusing digital principles into overall communications and media strategy. She has helped to grow MEC’s digital practice from twenty-five to over 120 best-in-class digital media experts, and MEC’s digital billings have quadrupled under her oversight. Carrie has proven to be especially adept at guiding MEC's clients towards increasing their commitment to digital channels by establishing a clear and strategic role for digital within the overall communications and media mix. Her common-sense approach to simplifying complex issues has led clients such as Citi, Xerox and Colgate-Palmolive to significantly increase their focus on digital media. Carrie is also a major contributor to winning new business; following the birth of her daughter she jumped right back in to lead the digital portion of the pitch that brought the consolidated AT&T assignment to MEC. With the addition of AT&T to MEC’s digital portfolio, Carrie’s role changed, and she focused her expertise on both the strategic and operational leadership for GroupM’s largest client. Carrie quickly became a valued member of the overall leadership team for the AT&T business, as well as for the agency overall. In October 2008, Carrie took on the leadership role for digital media across MEC’s North American business, rising to the post of Managing Director, Digital Media. In this role, Carrie is responsible for continuing to advance MEC’s digital strategy and implementation practices, and also serves as the head of digital trading for the agency. Previously, Carrie worked at Organic, where she served as Digital Media Director for the US. She lives in Brooklyn with her husband, Peter, and daughter, Margaux. Kevin Krossing, Managing Director, Digital Marketing, Saatchi & Saatchi Canada: Kevin is a marketing and communications leader who has spent the last 17 years spearheading digital, direct response and CRM programs for many of the world’s leading brands including: Nike, eBay, IBM, Microsoft, Toyota, and P&G. A strategic thinker at heart, Kevin’s relentless pursuit is to engage consumers in his clients’ brands and drive brand loyalty and sustainable growth for their businesses. At Saatchi & Saatchi Canada, Kevin’s responsibilities include blending integrated strategy and customer experience to connect consumers and brands through digital and direct channels. Russ Fradin, President, Adify: Russ co-founded Adify with Larry Braitman and Rick Thompson and serves as president of the company. Prior to Adify, Russ was the SVP of Business Development for Wine.com, the Internet’s largest seller of wine where he was responsible for creating new revenue channels for the business. Before joining Wine.com, Russ was the EVP of Corporate Development for comScore Networks. Russ began at comScore in 2000 before comScore signed its first customer and was responsible for starting many of the company’s businesses as well as structuring strategic alliances. Russ began his career at Flycast Communications and had a number of roles during his four year tenure, finally serving as Flycast/Engage’s VP of Business Development. Russ holds a BS from the Wharton School at the University of Pennsylvania. Adify, the premier vertical ad network management company, is one of Red Herring’s Top 100 Companies in North America. With over 140 networks growing on Adify since then and the acquisition of Adify by Cox in May, there’s no question that advertisers are coping with the explosion of web sites by looking to Adify and the networks powered by Adify. Steven Abraham, Global Leader, Media & Entertainment Industry, IBM Global Business Services: Steven Abraham has worldwide responsibility for IBM’s Global Business Services for the Media and Entertainment industry. GBS is the management consulting, systems integration and applications outsourcing arm of IBM. He is responsible for global sales, revenue and profit. Under his leadership the M&E business has broadened to include filmed entertainment, television, media networks, games, music, publishing, information providers, advertising, consumer products, theme parks and sports - and online variants of all these businesses. He has expanded the business throughout North America, Europe and Asia Pacific and particularly in emerging markets such as India and China. Mr. Abraham’s primary role has been building and operating the business, but he also has been directly involved with most of the world’s leading M&E players. He has helped lead the development of M&E industry solutions for the digital consumer and the digital supply chain. He is also responsible for guiding IBM’s M&E thought leadership program, which has focused on industry transformation enabled by digital media, IP networks, and interactive distribution channels. Before joining IBM Mr. Abraham was Global Managing Partner of the Entertainment, Media and Communications consulting practice at Pricewaterhouse Coopers Consulting. Prior to PwCC, Mr. Abraham managed software development at Xerox Systems Development, and was a key member of a group that collaborated with Xerox’s famed Palo Alto Research Center to pioneer products and services that helped form the foundation for today’s digital consumer services. He also was involved in the early development of the Arpanet, which led to the creation of the Internet. Stephen Butler, Managing Partner, Communications, Media and Entertainment Industries: Teradata Corporation: Stephen Butler is a Managing Partner for Teradata Corporation, with responsibility for directing an experienced team of Teradata consultants who cover the communications, e-business, media and entertainment, and utilities industries. He also plays a strategic role as facilitator for a Board of Advisors, a group of executives composed of customers and prospective customers in these industries. Before joining Teradata in 2008, Butler was the director of strategic analysis and innovation for Asurion, Inc., a provider of marketing services to the wireless telecommunications industry. Previously, he served as director of database marketing for Cingular Wireless. Butler earlier served in key management roles at Verizon Communications/GTE National Marketing, including director of marketing information systems, director of CRM strategy and analysis, and manager of wireless database analysis. A former consultant and analyst with Andersen Consulting (now Accenture), Butler began his career with the Alabama Productivity Center working on statistical-forecasting research projects. Butler earned his MBA from the University of Alabama and a B.S. in marketing with a minor in computer information systems from Lipscomb University in Nashville. Scott Wensman, Director of Media Strategy and Content, Interpublic Emerging Media Lab: Scott is responsible for evaluating and leveraging partnerships with publishers and solutions providers, providing strategic consultation to Interpublic agencies and clients, and maximizing the Lab’s position as a thought leader for emerging marketing practices. His role bridges the gap between Interpublic's media planning and buying agencies, serving as a resource for agency executives in their efforts to integrate emerging media into clients' media plans. Scott brings the Lab years of digital marketing experience leading media strategy, planning, search marketing and analytics for a wide variety of clients. Scott most recently served as Media Director for Tribal DDB, overseeing the media and search marketing efforts for such clients as Abbott Labs, Ameriquest, eHarmony, Epson and Wells Fargo.