Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit 2010 Bloomberg BusinessWeek Thursday, March 11 3:45 PM - 5:00 PM Session C: 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 smartphone, 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. James Colborn, Director, Microsoft Advertising Lewis Rothkopf, VP, Network Development, BrightRoll, Inc. Heather Hopkins, SVP and General Manager, MTVN Tribes Chris Tolles, CEO, Topix Eugene Becker, SVP, Measurement & Analytics, MRM Worldwide Nick Johnson, Vice President, Digital Media Sales, NBC Universal Kevin Calrow, Digital Media Leader, NY Market, Netezza Benjamin Chen, Chairman and CEO, Mochila, Moderator Heather Hopkins, SVP and General Manager, MTVN Tribes joined MTV Networks in May of 2009 to start and run its new vertical ad network initiative. Since joining, she has led the business and ultimately forged partnerships with more than 250 publishers and the development of a wide range of products to provide MTVN advertisers with additional scale, targeting, and efficiency. She also oversees sales strategy and development as well as product marketing for Tribes. Prior to joining MTV Networks, Hopkins was SVP, Marketing, at Digitas, working on such accounts as American Express, Barnes & Noble, Nike, and Converse. During her seven years at Digitas, Hopkins gained extensive experience leading digital marketing strategy, web development, online media, and CRM initiatives for blue chip brands. She maintains the unique perspective on the industry, having served on both the agency and media sides of the business. Hopkins received her BA from the University of Virginia and her MBA from Columbia Business School. Eugene Becker, SVP, Measurement & Analytics, MRM Worldwide: Eugene is the global leader of the MRM's Measurement & Analytics practice. He helps clients to understand the drivers of customer value and develops marketing tools that deliver accountability and lead gains marketing performance. Eugene has also pioneered new methodologies to measure and optimize digital and social media. Eugene's experience with CRM and strategy consulting make him a key leader on throughout campaign optimization initiatives and advanced analytics projects. Prior to joining MRM Worldwide, Eugene led analytics and research for a global blockbuster franchise at Pfizer. Eugene has also led the database marketing team for a leading insurer, where he established the segmentation and spearheaded structured up-sell, cross-sell, and retention programs across CRM and digital channels. As a consultant with DiamondCluster International, Eugene worked with Fortune 500 clients to launch new businesses based on emerging technologies. Eugene's clients include market leaders such as ExxonMobil, Diageo, Bristol Meyer Squibb and Nikon. Eugene holds a B.A. and an M.A. in Economics, both from Northwestern University where he specialized in antitrust economics, game theory and econometrics. Lewis Rothkopf, VP, Network Development, BrightRoll: Lewis is charged with broadening BrightRoll’s audience reach and enhancing client value by building strategic partnerships with the web’s top branded publishers. Prior to joining BrightRoll, Lewis was Head of Distribution for the National Broadband Company (NBBC), NBC Universal’s digital video syndication business, where he was responsible for connecting premium digital video owners with the web’s premier publishers. Active in the digital media community for a decade, Lewis spent five years at DoubleClick Inc.’s TechSolutions for Publishers business, most recently as sales and account management leader. He was at LightningCast Inc., one of the first video advertising companies, as director of sales for the video ad insertion technology business, where he helped ready the company for acquisition by AOL LLC. In those capacities, he spearheaded technology and media solutions for numerous industry leaders, including AOL, Washington Post.Newsweek Interactive, Disney/ABC, Scripps Networks, MTV Networks, CBS Inc., Knight Ridder Digital, United Online, among many others. Lewis holds a Bachelor of Arts in Communication from Boston University and lives in Manhattan with his wife Nichole. Chris Tolles, CEO, Topix: Chris came to Topix from Spoke Software, a business social networking company, where he was a co-founder and VP of marketing. Before Spoke, Chris was a Director of Marketing at AOL/Netscape for AOL Music, Netscape Search and Directory Products. Chris was a co-founder and VP of Marketing at NewHoo, and led the sale of the company to Netscape. After the acquisition, NewHoo was relaunched as the Open Directory Project at Netscape and became the world's largest human edited directory of the web, and is still used by companies like Google, Alexa and AOL. Previous to NewHoo, Chris held a variety of sales, marketing and management positions at Sun Microsystems. Chris graduated from the University of California at San Diego with degrees in Computer Science and Economics, where he was awarded the Michael J. Addison award for his senior thesis about the online information industry. Nick Johnson, Vice President, Digital Media Sales, NBC Universal: Nick Johnson was named Vice President, Digital Media Sales for NBC Universal in February 2007. In addition to leading and coordinating sales and marketing strategies across all of the company's digital properties, he oversees the national sales force for NBC Universal Digital Media. During his tenure, Nick has driven dramatic growth in NBC Universal’s core digital advertising business. He has also overseen the emergence of NBC Universal as a pre-eminent digital video advertising platform with such innovations as the “branded canvas” that deliver unprecedented engagement with advertisers. Nick is a Digital pioneer having spent the last 12 years focused on the Digital space in a variety of sales leadership roles at places like Reuters, Revenue Science and CNNSI.com. Prior to joining the Digital revolution, Nick spent 7 years on the agency side of the business in New York and Tokyo. He holds a Bachelor of Arts degree from Gettysburg College in Pennsylvania and resides in Madison, NJ with his wife and three children. Benjamin Chen, Chairman and CEO, Mochila: Benjamin Chen is a 20-year veteran of high tech startups. Prior to Mochila, Mr. Chen was a founder of AppGenesys, a leading managed services web hosting provider for Fortune 500 clients, partnered with Intel, Softbank, JP Morgan, where he was Chairman, CEO and CTO. Previously, Mr. Chen was the CIO and CTO at iXL, a strategic e-business consulting firm. At iXL, he helped grow the company from 100 to 3,000 employees worldwide and from $2M to $120M revenue per quarter. During Mr. Chen's tenure, iXL was known for delivering innovative technology solutions to the F500, included a $50M contract with Delta Airlines and $100M contract with General Electric. Other key customers included AT&T, CheapTickets.com, FEDEX, Sony (AiBO Launch), Tickets.com, and WebMD. Mr. Chen was part of the executive management team that helped take iXL public in 1999. Prior to iXL, Mr. Chen worked at CBS Studio Center, as a technologist working on some of the first convergence of prime time television content and the internet. Mr. Chen also produced the 1996 Emmy Awards Cybercast, demonstrating the world’s largest number of internet video streams that year. Mr. Chen has also served on the advisory/boards of Teralytics and Exodus/Digital Island, a Cable and Wireless Company. He received a B.S. in international finance from the University of Southern California and is an avid martial artist with a Black Belt in Tae Kwon Do.