Monday, October 20th

ThinkTank - Workshop

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

Hypertargeting in a Programmatic World: Ad Networks, Ad Serving and Ad Targeting

Tiran Dagan, Partner, Strategy, Analytics and IBMI digital agency, Media & Entertainment, IBM Global Business Services, IBM

Michael Rubin, Executive Director Business Development, Mobile, YP

David Palmer, General Manager, Dedicated Media

Lewis Rothkopf, Vice President, Millennial Media

Jeff Hochberg, VP BD, Audience Science

Charlie Fiordalis, Managing Director of Digital, Media Storm, Moderator

consulting services to the most innovative media companies in the world.

Tiran is a Lean Six Sigma Master Black Belt, received his MBA from Tel Aviv University and B.Sc. in Artificial Intelligence and Mathematics from State University of NY. Tiran resides in New Jersey with his wife and two sons.


Michael Rubin, Executive Director Business Development, Mobile, YP: With over ten years of industry experience, Mr. Rubin is responsible for YP formerly AT&T Interactive's mobile ad-network business development initiatives. This includes working with mobile application developers and publishers who take advantage of YP's reach across local to help them monetize their mobile presence. Mr. Rubin also leads the bushiness development efforts for YP's mobile local ad solutions which include distribution of YP local content, pay-per-call advertising and local banner ads across mobile applications. In addition, he is executing the distribution strategy of the next generation of YP's IPTV Uverse widget. Focused on meeting the local search needs of both consumers and advertisers, YP products and services enable consumers to discover, connect and transact with businesses across the devices and interactive platforms they use most - including online, mobile, and IPTV., YP's flagship web property, attracts over 30 million monthly online unique visitors and is also accessed by millions of users each month via the mobile web. Prior to joining YP Michael held positions at Luxe Worldwide and the Los Angeles Times. Mr. Rubin lives in Los Angeles with his wife and son.


David Palmer, General Manager, Dedicated Media; I’ve been having fun with computers since 64k of RAM was all the memory you could ever need. I’ve been working in advertising and marketing throughout my entire career. I started in advertising sales for Europe’s largest publisher, and then transitioned into getting heavily involved with the Internet back in 1997. My career has been split between startups and billion dollar companies. At one point, I helped turn a startup into a $580 million company. I love the online space – specifically the marriage of response metrics, optimization, and the creative process. I try to use the latest and greatest technology to tackle the industry problems we face, which means I’m always learning and engaged. I’m very proud of how far CPADNA and Dedicated Media have come and I’m more excited than ever about what lies ahead.  I’m passionately “dedicated” to making CPADNA a powerhouse in the affiliate marketing world. We believe achieving this is going to be a matter of relationships, quality, and results. Paying attention to these principles creates a virtuous circle of growth for advertisers and publishers alike. I look forward to working with you.


Lewis Rothkopf, Vice President, Millennial Media; Active in the digital media community for more than fifteen years, Lewis Rothkopf is Vice President of Account Management and Acquisition at Millennial Media, the leading independent audience platform in digital advertising. He joins Millennial via the company's acquisition of Jumptap, where he was Senior Vice President of Partnerships, 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 was Senior Vice President of Network and Exchange at BrightRoll, 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.


Jeffrey Hochberg, Vice President of Sales, AOL's Audience Targeting, AOL: Jeff Hochberg is the Vice President of Sales for AOL's Audience Targeting product suite, which commands the largest online reach of any network, according to comScore. He manages a national team of Audience Targeting sellers, overseeing new advertiser acquisition and custom client solutions for Behavioral, Psychographic, Demographic Technographic and Geographic Targeting. Prior to his current role, Jeff was the Regional Vice President of Sales for and managed two regional sales teams in New York and Boston. Jeff has also held numerous other management positions during his nine-year tenure with and AOL. Jeff began his career on the agency side with both Organic Online and Grey Design and Promotion, where he advised major clients including Compaq and Chase Manhattan. Jeff holds a BA from Syracuse University and an MBA in Marketing from New York University's Stern School of Business. He resides with his wife and two daughters in New Rochelle, New York.


Charles Fiordalis, Managing Director, Digital, Media Storm:  Charlie leads Media Storm’s digital practices and works across all accounts, including FOX, MTV, Starz, Phillips 66 and Food Network.  Prior to joining Media Storm, Mr. Fiordalis spent more than 15 years leading teams in digital media, marketing and creative across a wide range of categories including entertainment, hospitality, CPG, automotive and financial services. Most recently, Charlie spent more than three years at marketing agency Organic’s New York office as executive director of client services where he led key accounts including Pepsi, P&G, Hasbro and Hilton Hotels & Resorts. Prior to Organic, Charlie held positions at NBC Universal, Digitas, Y&R and Havas. Charlie earned his undergraduate degree from Dartmouth College and holds an MBA from the Johnson School at Cornell University.




Tiran Dagan is a partner at IBM GBS and leads its Strategy & Analytics practice for the Media & Entertainment (M&E) Industry since May 2013. Tiran has a rich background in operations, analytics and advertising/marketing. In the earlier part of his career, he worked in healthcare and medical devices ultimately launching the largest independent diagnostic facility in the North East U.S. which was sold to a VC firm in 2001. He subsequently established a boutique creative agency in NYC (digital & print design and advertising) and later joined a consulting firm in DC leading marketing operations consulting for financial services. In 2007 he was recruited by GE into NBC Universal’s internal strategic initiatives & analysis team which reported to the President/COO and worked across the divisions (parks, film, ad sales, digital, studio, cable entertainment, broadcast operations, just to name a few). Tiran’s primary areas of media knowledge are newsroom production workflows, advanced/predictive analytics, omni-channel ad sales and digital strategy. Prior to joining IBM, Tiran was the broadcast & cable sector leader for Ernst & Young’s M&E practice. In his current role he brings IBM’s vast array of research assets, software products and