The Digital Hollywood Experience


Tuesday, January 5th, 2016

Location: LVCC, North Hall, Room N264

11:30 - 12:30 PM
Track I – CMC3 - Content and Monetization Conference

Programmatic Buying and Targeting: Strategies in Cross Platform Advertising

Programmatic buying and targeting has revolutionized the relationship between advertiser, agency and platform.  Automating the buying and optimization of media inventory not only streamlines the process, it substantially enhances decision making and efficiency.  Welcome to a world of programmatic media.

Paul Haddad, SVP & GM Advanced Data Analytics, Cablevision Media Sales

Paul Limbrey, Director, Media Platforms, Google

Scott Shapiro, Head of Ad Tech Ecosystem Products, Facebook

Michael Treon, Vice President of Platform Strategy, AOL Platforms

Lewis Rothkopf, Chief Revenue Officer, AdsNative

Lucas Krump, Director, Demand Partnerships, Brightroll, Yahoo

Joe Michaels, Former Senior Director, Business Development, Microsoft, Moderator



Paul Limbrey is a Director at Google working in the Doubleclick Media Platforms organization. He is responsible for Doubleclick customers across several industry verticals in the United States including Automotive, CPG, M&E, Government & Advocacy. Paul joined Google in 2012 through the acquisition of Wildfire, a Social Media Management company, where he lead their global sales team, He has 20+ years’ experience with enterprise and global brands, including working at leading technology firms SAP, Cisco and Hewlett-Packard. His success is driven by his dedication to understanding the real challenges facing both his customers & his employees. Paul was a partner & co-founder at Elkiem, an elite human performance research company, which has provided thought leadership to Fortune 500 companies and fast growing startups in Silicon Valley. He served as a SuccessFactors Thought Leader on human performance and has been a guest speaker to several CEO Network organizations. Born in Australia, Paul earned a bachelor’s degree in economics from the University of Sydney and started his career as a top performing sales leader in high tech.


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.


Paul Haddad, Senior Vice President & General Manager, Advanced Data Analytics, Cablevision Media Sales: Paul Haddad is Senior Vice President & General Manager, Advanced Data Analytics for Cablevision Media Sales (CMS). He leads the company’s cutting-edge data business, which leverages Cablevision’s census-level audience data comprised of de-identified set-top box data from millions of households in the New York DMA. A visionary leader with global experience and advanced expertise in Big Data infrastructure, data logistics, business intelligence, and visualization, Mr. Haddad is known for his ability to balance the art and science of data and analytics to create streamlined business solutions, drive revenue growth, and generate measurable ROI. Prior to joining Cablevision in 2013, Mr. Haddad served as Senior Vice President & General Manager of Concurrent’s “Media Data and Advertising Solutions” business, with expanded responsibilities as General Manager of Concurrent’s combined video and data businesses in Europe, Middle East, and Africa. Previously, he was Co-Founder and President of Solusia Technologies, a leading information management and analytics software vendor specializing in the automation of wireless deployment. Before this, Mr. Haddad served in various global leadership roles at Nortel where his responsibilities ranged from systems engineering, R&D, product line management, sales & marketing, and general management of the bandwidth trading division and of the wireless backhaul business unit. Mr. Haddad holds patents in the advanced data & information management systems, as well as bandwidth trading domains. As an expert in the field of data and technology, Mr. Haddad has presented at over 30 national and global conferences, and was nominated by TechAmerica for the “Technology Entrepreneur Spirit of Endeavor” award in 2011. He speaks five languages and holds a B.S degree in electrical engineering from Concordia University (Montreal), and has served since 2003 as a member of the board of trustees of Wagner College in New York City.


Lucas Krump is Director, Demand Partnerships BrightRoll Exchange from Yahoo! He is responsible for growing programmatic demand for video, display and native inventory via Demand Side Platform partnerships in North America. Before joining BrightRoll, he was head of global business development and publisher acquisition for Vdopia, a mobile video ad network. Prior to that he spent seven years in Asia where he was responsible for launching multiple international print and online media properties. He holds a BA in Journalism from the University of Kansas and an MBA from the UCLA Anderson School of Management.


Scott Shapiro heads Facebook’s Ad Tech Ecosystem Product Marketing and Partnerships teams. He focuses on how Facebook builds, buys and partners with companies across the ad technology landscape. Since joining Facebook in 2010, he has launched and scaled several advertising products across targeting, creative and delivery. Prior to Facebook, Scott held roles in venture capital and consulting. When he's not working, you can find him skiing, climbing or cooking. Scott earned a BS in Computer Science from UC San Diego and an MBA from UC Berkeley.


Lewis Rothkopf, Chief Revenue Officer, AdsNative : As Chief Revenue Officer of AdsNative, Lewis Rothkopf leads worldwide sales, strategic partnerships and marketing for the company's suite of monetization solutions for leading publishers and app developers. Rothkopf joins AdsNative with 17 years experience in the digital advertising industry, most recently from Aol’s Millennial Media, where he was responsible for all supply-side relationships and publisher-facing sales worldwide as SVP of Global Monetization Solutions. He joined Millennial via the company's acquisition of Jumptap, where he led the mobile ad network's publisher acquisition and network development as SVP. Prior to Jumptap, Rothkopf served as general manager of AMP, a sell-side data and media management platform, for multi-screen company Collective. Previously, Rothkopf was SVP of Network and Exchange at BrightRoll (now part of Yahoo), where he built, scaled, and managed the company's industry-leading video ad network, programmatic video ad exchange, and mobile inventory businesses. Earlier in his career, Rothkopf led content distribution partnerships for NBCUniversal’s digital video syndication and advertising platform. Additionally, he spent five years at DoubleClick (now Google) in strategic sales, building strong relationships with large publishers and multimedia networks.


Joe Michaels has over 15 years of business development experience driving complex deal negotiations and growing digital businesses that attract hundreds of millions of viewers.  As Microsoft’s Senior Director of Business Development and Strategy, Michaels negotiated partnerships on behalf of MSN striking deals with broadcast and cable television networks, film studios, television producers, music labels, traditional and digital news publishers, sports leagues and many others.  He was instrumental in the development of MSN Video, the first major ad-supported video service on the Internet, as well as MSN Originals, a pioneer of digital video series.  Prior to Microsoft, Michaels co-founded affiliate marketing company Nexchange Corporation which earned 5 U.S. patents.  He began his career as a television writer and producer in Washington, DC, and earned a Masters of Business Administration from The Wharton School and a Bachelor of Arts from Georgetown University.