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ValueClick Media
Atlas Advertising Platform from Microsoft
Advertising.com Interactive Advertising Bureau

IAB Leadership Forum: Performance Marketing
A New Era of Accountability
Wednesday, March 19, 2008 • Chicago, IL



Cam BalzerCam Balzer

VP of Emerging Media
DoubleClick Performics

Cam Balzer is an online marketing strategy expert with a proven track record of driving results and delivering innovation in the search engine marketing arena. Cam's expertise is based on more than a decade of experience across all online marketing channels. Cam is currently vice president of emerging media for DoubleClick Performics, the performance marketing division of DoubleClick and the leading search engine marketing firm.

At DoubleClick Performics, Cam evaluates and researches the evolution of consumers' interactions with the online channel and the opportunities created for marketers. He is responsible for identifying and cultivating new trends in online marketing, particularly emerging performance marketing channels.

As an industry thought-leader, Cam is a frequent speaker on search and online marketing strategy at conferences including Search Engine Strategies (SES), Search Insider Summit (SIS), Search Marketing Expo (SMX), OMMA, eTail, eComXpo and the National Retail Federation. He maintains a blog on internet strategy and other "strategic citings" at www.web-cite.com.

Prior to joining DoubleClick Performics in 2003, Cam was the Manager of Online Marketing and Senior Web Producer for ConsumerGuide.com, and Internet Manager for Baxter Healthcare in Deerfield, IL. He studied contemporary literature as a doctoral candidate at Northwestern University in Evanston, IL.


Bill WiseBill Wise
Chief Executive Officer

Bill Wise has spent over a decade leading and unleashing the potential of revolutionary advertising technologies. He comes to MediaBank from his role as General Manager, Ad Platforms and Global Exchange at Yahoo!, where he oversaw the company’s advertising platforms business including the Right Media Exchange and APT by Yahoo, Yahoo’s intelligent media planning and buying platform. Bill joined Yahoo! from his role as President of Right Media, which Yahoo! acquired in 2007, bringing Bill on board and integrating Right Media’s Exchange as the solution for Yahoo's entire non-guaranteed, spot market inventory. Before leading Right Media, he was Chief Executive Officer of Didit, the largest independent search marketing firm, from 2005 to 2007. Immediately prior to Didit, he served as Senior Vice President, Products and Strategy at Ask.com; he joined Ask.com when MaxOnline, of which he was Chief Executive Officer from 2002-2004, was acquired by Ask.com in 2004. Bill served at DoubleClick from 1997–2002, first as Director, Financial Planning and Investor Relations and then as Vice President/General Manager of DoubleClick Media.


John ChandlerJohn Chandler

Principal Analyst
Atlas Institute

John Chandler-Pepelnjak has been helping Atlas clients use data to answer business questions since 1999. A principal analyst since 2006, in the last few years he has become an acknowledged expert in emerging media and advertising via digital video. He is the designer and developer for the GRP & Reach Forecaster, allowing Atlas clients to predict Reach, Frequency, GRPs, and Effective Reach before campaigns are run. He was the co-designer for Optimization Advisor, a tool that has returned cutting edge optimization decisions for thousands of campaigns. He has authored numerous Digital Marketing Insights and delivered scores of custom analyses.

Prior to Atlas, John received his M.S. in Mathematics from the University of Washington and a B.A. from Middlebury College. He is currently working on a Ph.D. in Statistics.

Josh ChasinJosh Chasin

Chief Research Officer

Josh Chasin joined comScore as Chief Research Officer in May 2007. Prior to that, he owned and operated a media research consultancy, Warp Speed Marketing, whose clients included Arbitron, Scarborough, comScore, Simmons, the Online Publishers Association, the Traffic Audit Bureau, and Project Apollo.

Josh spent 17 years at Arbitron, where he worked in the Statistical Services department and the Advertiser/Agency group before rising to Vice President, Marketing for New Ventures in 1993. He is a past president/CEO of the Simmons Market Research Bureau and of Northstar Interactive, an early online research company.

In his career, Josh has been involved in the development, management and oversight of audience measurement services for TV, radio, newspapers, magazines, out-of-home, and the Internet. He belongs to a number of industry councils and organizations, and is a member of the Steering Committee of the ARF's Online Research Quality Council. He is also a monthly contributor to Mediapost's Online Metrics Insider column.

Gary CornickGary Cornick

Decision Tree Media, Inc.

Gary Cornick is CEO of Decision Tree Media, a leading provider of marketing and lead generation solutions to the insurance and financial services industries. Prior to Decision Tree Media, Gary worked closely with management at eBureau on a successful strategy for the online advertising market. Before eBureau, Gary founded and served as CEO of PeopleWise, a global screening and information services company that was acquired by LexisNexis.

Gary is proven entrepreneur and chief executive with a successful track record of building start up companies from concept to scale and delivering a solid return to shareholders. He is a recognized expert in the fields of online advertising, information services, predictive scoring, risk management and the utilization of public and private data for making critical business decisions.

Randy FalcoJeremy Fain 

Vice President, Industry Services
Interactive Advertising Bureau

Jeremy Fain is the Vice President of Industry Services at the IAB where he is responsible for strategic industry initiatives and overall adoption of industry solutions.  Mr. Fain began his career as a consultant for PricewaterhouseCoopers and has also previously worked in marketing strategy at Digitas in New York City and as the Director of Web Strategy at a startup company.  He earned his undergraduate degree in Electrical Engineering from Yale University and his MBA from Columbia University.

Hans Gerwitz

VP Technology

David GraffDavid Graff

General Counsel
Azoogle Ads

David Graff is the General Counsel and Senior Vice-President, Corporate Development, for Azoogle Ads, an on-line marketing solutions provider. Based in New York, Azoogle develops and coordinates comprehensive and strategic online marketing campaigns for advertisers across multiple industries.

Prior to joining Azoogle, Mr. Graff served as Executive Vice-President and General Counsel for Edison Schools Inc., the nation's leading provider of education solutions to the K-12 marketplace. During his tenure at Edison, Mr. Graff directed a staff of 10 attorneys and legal professionals, and was responsible for all legal, regulatory, and corporate governance and compliance matters pertaining to the company. Mr. Graff also served on Edison’s Executive Management Committee, and was instrumental in taking the company public in 1999.

Mr. Graff is a graduate of Brown University, and a graduate of the Georgetown University Law Center, where he served on the editorial board of the American Criminal Law Review. During law school, Mr. Graff clerked at the Department of Justice, Civil Rights Division, Special Litigation Section. Following law school, he joined the law firm of Shea and Gardner (Washington, D.C.), where he specialized in the areas of international arbitration and corporate transactions.

Mr. Graff serves on several boards, including the Board of Trustees for the Saint Barnabas Medical Center, New Jersey's largest non-profit hospital, a Brooklyn-based charter school, and the Lollipop Theater Network, a non-profit organization that arranges private screenings of newly-released movies for children confined to hospitals or other treatment facilities. Mr. Graff also serves as an advisor to the National Association of Minority and Women Owned Law Firms (NAMWOLF), a non-profit organization that seeks to increase diversity in the legal profession.

Mr. Graff lives in Montclair, New Jersey, with his wife Dawn, and their two children, Eli and William.

Gayle Guzzardo

Senior Vice President, Product Management, Q Interactive
Chair, IAB Lead Generation Committee

Ron Hendricks

Chief Innovation Officer
Datamark, Inc.

Stuart IngisStuart Ingis

Venable LLC & IAB Counsel

Stuart Ingis represents clients in federal privacy and Internet-related legislation and rulemaking proceedings of recent years, including the Controlling the Assault of Non-Solicited Pornography and Marketing Act (Can-SPAM), the Telemarketing Sales Rule (TSR), proceedings pertaining to the financial privacy provisions of the Gramm-Leach-Bliley Act (GLBA), The Electronic Signatures Act (E-Sign), the Children's Online Privacy Protection Act (COPPA), and the Department of Commerce's Safe Harbor Program for compliance with the European Union's Data Protection Directive (the E.U. Directive). Mr. Ingis also represents clients on all aspects of Internet advertising law and policy. In addition, he has been significantly involved on behalf of clients in the Federal Communications Commission's implementation of the landmark Telecommunications Act of 1996 as it applies to the Internet. Mr. Ingis also is well-known for representing clients in crisis management situations, in particular with Congressional relations.

Jeff LieblJeff Liebl

Vice President Marketing and Business Development
eBureau, LLC

Jeff Liebl is responsible for eBureau's overall marketing efforts, along with developing new business opportunities within the online advertising sector. His previous experience includes management roles in marketing, product management and business development with Silicon Valley Fortune 500 and venture capital-funded startups. Jeff has presented at conferences in North America, Europe and Asia. He earned his MBA from the University of Michigan.

Shahar Nechman


Eric ObeckEric Obeck

SendTec, Inc

Since 2001, Eric Obeck has served as President of SendTec, Inc. (OTCBB: SNDN), an independent ad agency specializing in multi-channel direct response advertising. SendTec drives customer acquisition by integrating campaigns in both offline and online channels such as search engine marketing, online lead generation and direct response television.

Eric is on the Board of Directors for the Online Lead Generation Association, Co-Chaired the Online Retailer Alliance and was active in the IAB's Online Lead Generation Best Practices Steering Committee. Eric speaks regularly at national advertising and media industry events and frequently writes for various publications on topics related to online marketing, performance-based marketing and lead generation.

In 1998 Eric Co-Founded eAngler.com which in 2000 became the largest destination online for fishing and boating enthusiasts. Eric has also served as President & CEO of Mid-Coast Dental Services, Inc. which owned and operated the largest chain of dental offices in the Mid-Atlantic States; as well as Executive Vice President of Corporate Banking at Barnett Banks, Inc. He holds a B.A. in Economics from Washington & Lee University.

Lee PeelerLee Peeler

National Advertising Review Council

C. Lee Peeler, Esq., is President and CEO of the National Advertising Review Council (NARC) and Executive Vice President, National Advertising Self-Regulation, Council of Better Business Bureaus (CBBB).

Mr. Peeler joined NARC on Sept. 11, 2006, following a distinguished 33-year career at the Federal Trade Commission (FTC), where he held a number of staff and management positions. From 1985 to 2001, he served as Associate Director of the Division of Advertising Practices. In 2001, he was named Deputy Director, Bureau of Consumer Protection.

In addition to his leadership roles at the FTC, Mr. Peeler led the United States' delegation to the consumer policy committee of the Paris-based Organisation for Economic Co-operation and Development and regularly met with foreign government officials to discuss the United States' advertising regulatory system, including the importance of industry self-regulation.

He has spoken and testified widely on consumer protection issues including truth in advertising, consumer credit, electronic commerce, privacy and data security. Mr. Peeler received his B.A. and J.D. degrees from Georgetown University.

Brenda Robertson

Vice President of Lead Management
Career Education Corporation

Brenda Robertson is Vice President of Lead Management for Career Education Corporation (CEC), one of the world's leading provider of private for-profit post-secondary education. In that role, Ms. Robertson is responsible for the operational optimization and ongoing management of the company's student leads. Prior to joining CEC, Ms. Robertson held the position of Vice President of Customer Care and Distribution at FTD.com, where she achieved extensive operational and financial efficiencies through the development of a highly integrated distribution network and an improved customer experience.

She holds an M.B.A. and an MS in Strategic Management from Indiana University, Kelley School of Business.

Randall Rothenberg
President and Chief Executive Officer

Randall Rothenberg is the President and Chief Executive Officer of IAB, the trade association for interactive marketing. IAB represents over 500 leading interactive companies. Its members include Google, Yahoo, Microsoft, AOL, The New York Times, Walt Disney Co., NBC Universal, CBS, Cars.com, Yelp, and scores of other ad-supported digital media companies, which are responsible for selling more than 86 percent of online advertising in the U.S. To support the growth of the interactive advertising and marketing industries, IAB serves as the industry’s public policy and lobbying organization, market and consumer research center, training and development base, and hub for the development of technical standards and operating best practices. IAB has 40 affiliate associations around the world.

Randall led the IAB from 2007 through 2010, and rejoined the association in March 2011, after a stint as Executive Vice President and Chief Digital Officer of Time Inc. Prior to his IAB role, Randall was the Senior Director of Intellectual Capital of Booz Allen Hamilton, the international strategy and technology consulting firm, where he oversaw business development, knowledge management, and thought leadership activities, and directed the award-winning quarterly business magazine strategy+business, Strategy+Business Books, www.strategy-business.com, and other electronic and print publications published by Booz Allen for senior business executives. Previously, he served as the firm’s Chief Marketing Officer.

Prior to Booz Allen, he spent six years at The New York Times, where he was the technology editor and politics editor of the Sunday magazine, the daily advertising columnist, and a media and marketing reporter. For 10 years, he was a marketing and media columnist for Advertising Age, and he continues to blog on the subject at www.randallrothenberg.com. Randall is the author of Where the Suckers Moon: An Advertising Story (Alfred A. Knopf, 1994), a critically-acclaimed chronicle of the birth, evolution, and death of a single advertising campaign.

Mr. Rothenberg received an undergraduate degree in Classics from Princeton and currently lives in New York City.

Jonathan ShapiroJonathan Shapiro


Jonathan Shapiro is Chief Executive Officer of MediaWhiz Holdings, Inc. (MediaWhiz), a leading online marketing firm. MediaWhiz delivers a fully integrated solution for brand advertisers, direct marketers and publishers by leveraging its suite of marketing services to achieve measurable results. Services include affiliate marketing, lead generation, email marketing, list management, display advertising, text link advertising and search marketing.

Mr. Shapiro is responsible for overseeing the integration of MediaWhiz's suite of marketing services, as well as leading the development and launch of new and unique services that take advantage of MediaWhiz's broad service offerings capabilities.

Previously, Mr. Shapiro was Chief Strategy Officer for DoubleClick, where he was in charge of setting strategy and overseeing M&A. As Senior Vice President of DoubleClick's Abacus online division, he created DoubleClick's data strategy and oversaw development of new online targeting products and services. Originally, Mr. Shapiro joined DoubleClick as a Vice President for the company's Internet Advertising Network.

Most recently, Mr. Shapiro was President of Lillian Vernon Corp., responsible for the management of the company and its subsidiaries. Prior to that, he worked with ZelnickMedia and Ripplewood Holdings on their acquisition of Lillian Vernon Corp.

Earlier in his career, Mr. Shapiro was a Specialist in McKinsey and Company's Interactive Multimedia Practice, where he developed the Firm's expertise in Internet businesses. He also worked for McKinsey and Company as an associate, focusing on media and entertainment, and as an analyst specializing in data systems and corporate finance. Prior to rejoining McKinsey as a Specialist, Shapiro ran United Media's Internet business featuring The Dilbert Zone; the site, a top news, information and entertainment destination, was launched in 1996 and was one of the Internet’s first profitable businesses.

Dennis Sheehan

Group Director, Online Marketing

Craig SwerdloffCraig Swerdloff

VP & GM, Postmaster Network
Return Path

While short in stature, Craig Swerdloff is tall on experience. Craig joined Return Path from IAC's Advertising Solutions group where he was the Vice President of Direct Marketing Solutions. Over four years at IAC, through the acquisition of Ask Jeeves, Craig drove significant revenue growth in Lead Generation, Email List Rental, Promotions, Sweepstakes, and Stream of Commerce advertising for IAC properties including iWon, Excite, Match.com, Ticketmaster, and Lending Tree. Prior to IAC Craig founded eBrokers, an email list brokerage firm based in Boston and held several management posts at 24/7 Media.

Craig currently serves as Chairman of the IAB Email Committee, and has held posts with CIMA, AIMA, and the DMA. Craig holds a BS in Business Administration with a concentration in Marketing from the University of Vermont.

Matthew WiseMatthew Wise

President and CEO
Q Interactive

Matt Wise was appointed President and Chief Executive Officer of Q Interactive in July 2006. Wise joined the company in October of 2004 as Senior Vice President of Marketing and subsequently became Chief Marketing and Sales Officer, through which he led the organization's sales, client services, business development and corporate and consumer marketing teams.

A pioneer and expert in the field of online marketing, Wise has used his entrepreneurial talents in both start-ups and established businesses. He most recently served as Senior Vice President of Account Services for Draft, the largest direct marketing and promotions agency in the United States.

Wise has also held senior management positions with LuckySurf, an entertainment and direct marketing company, Delphion, a spinout of IBM focused on global patent software, and Classified Ventures, an e-commerce company that runs Apartments.com, Cars.com, Homescape and co-branded solutions for 140 newspapers.

Wise received his Bachelor of Arts degree from the University of Iowa in Iowa City, and his Master of Business Administration degree in International Marketing and Finance from DePaul University in Chicago.

David YovannoDavid A. Yovanno
Chief Executive Officer

As chief executive officer, David is responsible for Gigya's overall business strategy and day-to-day operations. Most recently, David served as chief operating officer of U.S. media for ValueClick, Inc., one of the industry's largest and most diversified online advertising networks. Over more than eight years of building ValueClick's media businesses, David held a number of positions; including, general manager, executive vice president of sales and marketing and vice president of sales. Prior to ValueClick, David served as a lieutenant and chief information officer in the United States Navy for a naval hospital in the Pacific Northwest. He also held project management roles in the corporate information technology division of St. Joseph Health System in Southern California. David has served on the board of directors for the Interactive Advertising Bureau (IAB), and holds both bachelor's and master's degrees from The George Washington University, Washington, D.C.