Wednesday, May 21
8:15 AM Sponsor Breakfast Presentation
Getting it Right: Taking on the Location Accuracy Challenge
We all understand the importance of location in mobile, but what about location accuracy? Location accuracy is critical and as mobile marketers, we need to focus on delivering relevant ads to the target consumer at the right time. With the volume of mobile impressions containing location information numbering in the billions per day, and with no consistent way to measure accuracy, the challenge to get location right is rather daunting. This talk will help you navigate the uncharted territory of location accuracy and introduce you to new insights regarding the measurement of campaign efficacy. We'll pull back the curtain on location data and give you the tools to ensure you get the most out of your mobile advertising dollar.
Presenter: Eli Portnoy, Founder & General Manager, Thinknear
1:20 PM Sponsor Presentation
WhitePages CRO, Craig Paris, talks about the network revolution and how consumer behavior is shifting telco business models. Over lunch, come to the discussions around the evolution of communication, death of the landline and what this increasingly mobile-only world means for marketers and consumers. Learn how WhitePages is answering these questions with the contact graph and how national brands can take advantage of this data to glean more success from mobile.
Presenter: Craig Paris, CRO, WhitePages
Craig heads up digital sales and strategy for WhitePages. He leads a team focused on partnerships with national brands such as 1800 Flowers, American Express, Toyota, Comcast, Capital One, Weight Watchers. He also helped build out the sales strategy and team for the company's fast-growing SaaS data business, WhitePages PRO, that helps companies resolve identity to predict and prevent fraud, append leads and improve call center customer service. At WhitePages since 2005, Craig started in a position where he was responsible for overseeing desktop and mobile ad sales. Before joining WhitePages, Craig was the vice president of sales at Ad Marketplace and the national sales director of DoubleClick by Google. With over 17 years in ad-tech, he has extensive knowledge of online media and technology solutions.
1:40 PM Sponsor Presentation
Programmatic Mobile Gets Real:
Programmatic advertising has revolutionized online advertising, and is poised to do the same for mobile. Rocket Fuel, the cross-channel leader in programmatic technology, will share its perspective on this transformation with original research, a technical brief, and a few examples to illustrate how this trend can be applied to both Brand and Direct-Response goals.
Presenter: Mark Prior, VP of Mobile, International, Rocket Fuel
Mark leads Rocket Fuel's business in Mobile, Asia-Pacific, and Latin America. As a 15-year veteran of online ad technology, he enjoys finally realizing the long-time industry promise to deliver marketing performance by evaluating the interest and intent of individual consumers.
Previously, as Yahoo!'s International Behaviouralist, Mark owned the localization and growth of Yahoo!'s international media targeting products, finally making it possible to reach motorcyclists in Taiwan, consumers of marriage services in India, or residents of certain Spanish pueblitos. Earlier at Yahoo!, he managed its inventory-prediction system and shipped a media-pricing and RFP proposal system still in use by 2,000 salespeople in 17 markets. Prior to that, he led product management at DoubleClick for their flagship DFP for Enterprise tool, which became the global standard for publisher ad-revenue management. This built upon his experience in client services at NetGravity, provider of the web’s first advertising platform, where he helped define the online ad business model for early leaders like CNN, The Weather Channel, Sina.com, and Deutsche Telekom.
Mark holds a BS in Mechanical Engineering from Stanford University and a joint MBA from the University of Navarra (IESE) in Spain and China-Europe International Business School (CEIBS) in China.