Monday, April 27th, 2015

ThinkTank - Workshop

1:00 PM - 2:00 PM - Admiralty Room

Programmatic Buying and Targeting: Strategies in Cross Platform Advertising

Brian Tomasette, Adx Global Strategy, Google

Troels Smit, Head of LiveRail Sales, Facebook

Lewis Rothkopf, Senior Vice President, Global Monetization Solutions, Millennial Media

Dan Mosher, Senior Vice President of Business Operations  Brightroll, Yahoo

Michael Treon, Vice President of Platform Strategy, AOL Networks

Pete Kluge, Senior Product Marketing Manager for Advertising Solutions, Adobe

Jeff Hochberg, VP BD, Audience Science, Moderator


Previously, Jeff was the Vice President of Sales for AOL's Audience Targeting product suite responsible for leading revenue generation and sales execution. Jeff also served as the Northeast Regional Vice President of Sales for and has held numerous other management positions during a 14-year tenure with and AOL. Jeff began his career on the ad agency side at Organic Online and Grey Design and Promotion. He holds a BA in Political Science from Syracuse University, during which time he also served as a White House intern, and an MBA from New York University's Stern School of Business. He resides with his wife and two daughters in New Rochelle, New York.


Lewis Rothkopf, SVP, Global Monetization Solutions, Millennial Media: Active in the digital media community for more than fifteen years, Lewis Rothkopf is Senior Vice President, Global Monetization Solutions at Millennial Media. Lewis joined the company through its acquisition of Jumptap, where he was Senior Vice President of Network Development and Publisher Acquisition. Prior to Jumptap, Lewis oversaw AMP, a sell-side data and media management platform, for multi-screen company Collective. Previously, Lewis served as Senior Vice President of Network and Exchange at BrightRoll - now part of Yahoo! - where he built, scaled, and managed the company's industry-leading video ad network, video ad exchange, and mobile inventory businesses. Earlier in his career, Lewis was head of distribution for NBCUniversal’s digital video syndication business. Additionally, he spent five years at DoubleClick (now part of Google), most recently as sales and account management leader. And as director of sales at LightningCast, one of the first video advertising companies, he helped ready the company for acquisition by AOL. Lewis is a graduate of Boston University and lives in New York City.


Michael Treon, Vice President Platform Strategy, AOL Platforms: As Vice President of Platform Strategy, Michael manages platform and programmatic strategies for AOL Platforms technology stack and leads commercialization efforts for the programmatic and unified product suite. Additionally, he leads a specialized team that develops and manages enterprise technology partnerships that span across the AOL Platforms technology stack. Prior to his current role, Treon led the and AOL Platforms Sales and Strategy teams in the Central US. Whenever he’s not working on AOL’s dollar, Michael consults both the AOL team and Internet startups on the non-reserved landscape, technology’s importance in digital marketing and the evolution of the industry. Michael recently topped Ad Age’s “40 Under 40” at the award-appropriate age of 31 for his early role in developing programmatic advertising technology. Mike has been in digital advertising for nearly ten years–all of which were with AOL. Mike received his Bachelor of Science in Computer Information Systems at Roanoke College.  He currently serves as a member of the professional faculty at the Kellstadt Marketing Center at Depaul University, teaching ad-tech primers to the Michael Treons of tomorrow.


Troels Smit, Head of Demand Sales, Facebook:  As Head of Demand Sales, Troels brings over 10 years of industry experience to LiveRail. Troels has extensive knowledge of advertising technology and data, specializing in serving the buy side and building high performing teams. Before joining LiveRail, Troels was Regional Vice President of Sales at Legolas where he focused on agency sales. Prior to this Troels held the position of Managing Director at DG/MediaMind and worked in Europe as well as the US. Troels holds a M.Sc in Science from the Technical University of Denmark.


Dan Mosher is senior vice president of business operations and brings 18 years of executive experience to the BrightRoll leadership team. Dan manages several core groups for the company, including publisher development and integration teams, while leading the execution of the platform buying relationships for the company.  Prior to BrightRoll, Dan was a co-founder and served as senior vice president of operations, marketing and business development for AdMarvel, a mobile advertising mediation platform sold to Opera Software. Previous to that, he spent five years at VeriSign, in part managing VeriSign’s Mobile Content Services efforts in North America. Most recently Dan was the CFO of the electric vehicle start up Coda.  Dan also worked as the vice president of corporate development for Webvan, where he managed the company’s IPO and business development efforts.  Mosher holds a Bachelor of Science from the Haas Undergraduate Business School at University of California, Berkeley.


Pete Kluge, Senior Product Marketing Manager for Advertising Solutions, Adobe:  As senior product marketing manager for Adobe Media Optimizer, Pete is focused on display and programmatic advertising solutions including audience targeting and management. Prior to Adobe, Pete worked at Microsoft and Yahoo on retargeting and display advertising ad products and owned a direct marketing services and consulting business.


Brian Tomasette, Adx Global Strategy, Google; Brian Tomasette is currently the Head of Global Strategy and Commercialization at Google working primarily on Doubleclick AdExchange and Google’s programmatic product offerings.  Prior to Google Brian spent 10 years at AOL and through it’s acquisition by Time Warner and spinoff as AOL Platforms where he held a variety of operations, sales, strategy, and product roles most notably launching their DSP offering, AdLearn Open Platform (AOP) and their self service offering, Ad Desk.  Brian has also worked at and advised several different startups and is currently an advisor to Coupang helping the team grow from inception to a multi-billion dollar Korean social commerce retailer.  Brian received a Bachelors degree in Marketing from Loyola University in Maryland.



Jeff Hochberg leads the execution of AudienceScience’s global data and media inventory partnerships, creating value for large brand advertisers who want to more efficiently and effectively reach consumers across screens and around the world. Jeff is responsible for the extensive publisher and data partner framework that is an integral component of Gateway, AudienceScience's unique enterprise ad management platform. Jeff is responsible for orchestrating global deals on behalf of the world’s largest advertisers, uncovering valuable data and media sources and architecting both premium and programmatic partnerships.