Thursday, October 22nd, 2015

2:15 PM - 3:30 PM

ThinkTank II: Plaza Room

Advertising Innovation! Ad Targeting and Hypertargeting, Mobile, Social Networks and Video Ads

Michael Benedek, President and CEO, Datonics LLC

Eddy Widerker, Strategic Analyst, Team One

Daniel Loesch, Head of Monetization, Peel

Patrick Hopf, President & Co-Founder, SourceKnowledge

Javon Frazier, Marketing Executive, Instructor, UCLA EXTENSION

Dr. Natalie Petouhoff, Instructor, Social Media And Digital Marketing Business for Executives, UCLA Extension, Moderator

Michael Benedek is President and CEO of Datonics LLC, a leading data marketplace that facilitates the delivery of relevant, privacy-sensitive advertising to consumers on all of their devices. In March 2000, Michael joined behavioral targeting pioneer AlmondNet Inc., serving as VP, Business Development and President of the Data division, before being appointed President and CEO of AlmondNet spin-off Datonics. Michael is a member of the Board of Directors of the Network Advertising Initiative, the leading self-regulatory association comprised exclusively of third-party digital advertising companies. The NAI promotes the health of the online ecosystem by maintaining and enforcing high standards for data collection and use for online advertising purposes. A frequent speaker at industry events, in the U.S. as well as internationally, Michael has more than 20 years of business experience in such diverse industries as Financial Services (with Bank Hapoalim B.M. in Tel Aviv, Israel), Healthcare (with Shahal Medical Services Ltd. in Tel Aviv, Israel) and Digital Media. Michael holds a Master of Arts degree in International Affairs from the Norman Paterson School of International Affairs in Ottawa, Canada, and a Bachelor of Arts degree from the University of Western Ontario in London, Canada.


Patrick Hopf - President & Co-Founder, SourceKnowledge: A digital industry veteran and a founder of SourceKnowledge. Patrick started his career driving strategy and product development for one of the internet’s earliest search engines. His focus is now on building innovative video ad serving technology. A keen industry blogger, and presenter, Patrick is a staunch evangelist for up-and-coming technologies, and the progressive work his team is doing in defining the future of video advertising.


Natalie Petouhoff: Dr. Natalie teaches the UCLA Extension Social Media And Digital Marketing Business Course for executives. Her unique perspective on business is sought globally by businesses that want to create executable strategies and business plans that include social media with the purpose of increasing the bottom-line. Dr. Natalie’s business, social media assessments and social media ROI calculators provide businesses with tactical strategies and real-world execution capabilities.  Natalie’s books and many white papers are the subject of hundreds of articles in publications like USAToday, Adage, BusinessWeek, Fast Company, The New York Times, WSJ, Peppers and Rogers 1-to-1 Magazine and CRM Magazine as well as national television and radio. Natalie is the former President of Social Media Club Los Angeles (#SMC_LA). And she's held positions as a Forrester Analyst, Chief Strategist for Weber Shandwick PR/Marketing Agency, Management Consultant at PWC, Hitachi and management at GE, GM and Hughes Electronics. Ebook: Social Media ROI Myths and Truths, YouTube Videos: On ROI of Social Media, White Papers: Social Media ROI, New Book on Facebook: Like My Stuff - How to Monetize Your Facebook Fans With Social Commerce & A Facebook Store Twitter: @drnatalie, LinkedIn: DrNataliePetouhoff, website/blog:, G+ : Google Plus posts


Eddy Widerker, Strategic Analyst, Team One: Eddy Widerker is a Strategic Analyst at Team One. His obsession with technology and its many untapped possibilities drove him from his homeland in Germany to sunny SoCal and the world of startups and ad agencies. In addition to being a voracious reader, he is a relentless documenter and collector of data, having (somewhat compulsively) documented his sleep cycles and potential influencing factors for the past two years.  The conclusion so far? Don’t eat large amounts of chocolate before bed! At Team One, Eddy runs strategy around audience segmentation and targeting. He has been a critical leader in rolling out a large scale, cross-channel data management platform for Lexus. This tool has changed the way Team One approaches audience targeting across media and other channels. His experience in analytics and audience targeting, combined with his restless curiosity and love of emerging technologies has made him a force of innovation in the advertising and startup space.


Javon Frazier, Marketing Executive, Instructor, UCLA EXTENSION : Javon Frazier is a marketing executive with over 10 years of experience building relationships with entertainment partners to create and execute dynamic and successful marketing campaigns. He is the founder of Maestro Media Ventures, a strategic consulting firm which specializes in all areas of the media and entertainment industry including film, television, music, video games, publishing, web and mobile media. Before launching his own practice, Mr. Frazier spent over 8 years at Marvel Entertainment in various roles including Head of Marketing for Marvel Games, Head of Marketing for Marvel Television and Manager of Business Development for Marvels theatrical and publishing divisions. Mr. Frazier received his BA from UC Berkeley and his MBA from NYU’s Stern School of Business.  He is also a Professor of Marketing and Public Relations at UCLA Extension.


Daniel Loesch, Head of Monetizationm Peel: Under Dan's guidance, Peel has developed some very unique advertising products, including our True Tune-In premium tiles and notifications which allow TV advertisers to drive trackable, one-click tune-in to their TV programming via the Peel smart remote app. True Tune-In advertising has been used by the History Channel, National Geographic History Channel, Reelz and others to drive cost-effective tune-ins. Prior to Peel, Dan managed mobile game monetization for Disney Interactive. Dan has a BS from Cornell, and an MBA from UCLA’s Anderson School of Management.