IAB Data Symposium

December 4, 2017 New York

Traditional media is transitioning to a new world of two-way, data-driven marketing where consumers provide an endless feedback loop of media and brand preferences with every view, click, share, and swipe. With this two-way communication comes an increased emphasis on how best to capture, develop, and activate this marketplace intelligence to drive bottom-line results through improved user experience and renewed focus on data quality, attribution, and measurement.

The one-day IAB Data Symposium convenes buyers and sellers to help shape the future of the industry by having their voices heard in agenda-setting town hall specifically geared toward the challenges and opportunities facing the main constituencies of this data-driven ecosystem: publishers, marketers, and consumers.

Walk away with actionable insights that answer:

How does data power measurement, attribution, targeting, personalization, relevance, and monetization?
How do transparency, quality, and identity block data from being most valuable?
How does data-driven advertising enable effective user experiences, and how does privacy play a role?
What are the greatest challenges and opportunities for publishers, marketers, and consumers in this data-driven ecosystem?
What is the “state of data,” and how did 2017 turn out vs. expectations?


Alysia Borsa 1 Alysia Borsa Chief Marketing and Data Officer

Alysia Borsa, Chief Marketing and Data Officer, Meredith

Alysia Borsa 1

Alysia Borsa is the Chief Marketing and Data Officer at Meredith Corporation, where she leads corporate marketing strategy, integrated marketing communications, first-party data strategy and management, and consumer- and advertiser-focused insights and analytics across all of Meredith’s national media channels. Borsa joined Meredith Digital in 2011, in a new role responsible for setting strategic direction and execution of key initiatives that differentiate and fully leverage the company’s broad assets in the mobile and consumer data marketplace.

Prior to joining Meredith, Borsa was a management consultant at Accenture, product marketing lead at Comcast and product and business development executive at Nokia

Borsa is a graduate of Wilfrid Laurier University where she earned a Bachelor of Business degree. She also earned an MBA from the University of Western Ontario in Canada.

Borsa resides in Manhattan with her family and is based in Meredith’s offices in New York City.

Dennis Buchheim 2 Dennis Buchheim Senior Vice President and General Manager, IAB Tech Lab

Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab, IAB

Dennis Buchheim 2

Dennis Buchheim is Senior Vice President and General Manager of the IAB Tech Lab, based in the San Francisco office of IAB. He leads the overall product, engineering, and operations team for this digital advertising industry standards-setting organization, working closely with the IAB Tech Lab Board and membership. He was most recently SVP of Data & Ad Effectiveness, IAB, responsible for the Data Center of Excellence and its work on consumer identifiers, data quality, industry/organization benchmarks, and other tools for data activation and broader automation. In parallel, he ramped the IAB efforts on measurement and attribution.

Dennis has been focused on digital advertising since 2002. Prior to joining IAB and Tech Lab, he was VP of Product Management at Yahoo, responsible for display/video advertising platforms, targeting, measurement and insights, and trust and safety. Dennis joined Yahoo from Microsoft, where he initially supported syndication of advertising and search products, was later promoted as GM of Display Monetization, then took on product management of Microsoft’s ad exchange and ad network, and finally led program management across display advertising. Dennis’ first role in advertising was as GM of Inktomi’s paid inclusion business, which he helped grow after the company was acquired by Yahoo (leading to his first stint with Yahoo), before moving to lead product marketing for Yahoo/Overture partners. Before entering the ad space, Dennis designed and developed consumer and enterprise software products at industry stalwarts Apple and Oracle, led engineering for startup Actioneer, and co-founded and led product management and marketing at iHarvest, which was acquired by Interwoven. Dennis has dual degrees in Computer Science and Business Economics from Brown University.

Jeremy Cooker Jeremy Cooker Vice President of Marketing & Special Projects
New Orleans Tourism and Marketing Corp

Jeremy Cooker, Vice President of Marketing & Special Projects, New Orleans Tourism and Marketing Corp

Jeremy Cooker

Jeremy Cooker has managed a small talented team of marketing, development, and design professionals at New Orleans Tourism Marketing Corp. (NOTMC) for over twenty years, where they promote and position New Orleans as one of the top destinations in the world. His love for New Orleans food, music, culture and people is unmatched and he invites you to visit as soon (and as often) as you can.

Phil Cowdell Phil Cowdell President of [M]Platform

Phil Cowdell, President of [M]Platform, GroupM

Phil Cowdell

Phil Cowdell is President of GroupM’s [m]PLATFORM in North America. In this role, Phil is tasked with uniting the holding company’s data, technology and human intelligence in order to drive better results for agency clients across the region.

Prior to assuming this position in January 2017, Phil was CEO of MediaCom North America, a role in which he helped the agency win more than $1.5 billion in new business from companies including Anheuser-Busch, Merck, Allergan and Mars. These wins, alongside Phil’s implementation blueprint for industry transformation, compelled Advertising Age to name MediaCom an Agency A-List Standout in 2016, and both AdAge and Adweek to honor the shop as 2015 US Agency of the Year.

Immediately prior to taking on this role, Phil was President of Client Services for GroupM and held additional global responsibilities for WPP. He has also been CEO and Chairman of Mindshare North America, winning much acclaim for his leadership role in winning nearly $2 billion in new business in less than two years.

Phil started his career at WPP with Mindshare in London, where he was a Worldwide Managing Director, served as the agency’s Worldwide Head of Planning and ran both the global Unilever business and the Ford account in Europe before relocating to the US where, as Global Client Leader, he worked with advertisers that included Kimberly-Clark, Kraft and Unilever and ran worldwide media for Ford. During this time, Phil helped architect Team Detroit, a joint venture between JWT, Y&R, Ogilvy, Wunderman and GroupM.

Before joining WPP, Phil ran P&G’s EMEA media planning and buying at Starcom MediaVest and previously ran P&G’s China media operation at Saatchi/Zenith.

Laura Desmond Laura Desmond Founder / CEO
Eagle Vista & Partners

Laura Desmond, Founder / CEO, Eagle Vista & Partners

Laura Desmond

Laura Desmond is a highly regarded industry game changer, a true innovator and the lead architect in reinventing and building the agency of the future, using data, content and analytics. Desmond was Chief Revenue Officer of Publicis Groupe and Chief Executive Officer of Starcom Mediavest Group, the #1 media and marketing services agency brand globally for 5 straight years under her leadership. While CEO, the business at SMG more than doubled and successfully pivoted to a digitally centric organization focused on emerging channels, data, analytics and content.

She led a diverse team of 6500 employees across more than one hundred offices who bring unconventional thinking and a passion for the art and science of marketing strategy, media investment, digital, data and analytics. She worked with some of the biggest and most successful marketers worldwide, including Samsung, Coca-Cola, Visa, Bank of America, P&G, and a host of emerging online consumer brand such as Airbnb, Spotify, EA Sports and Twitter. In her work, Laura has forged a new breed of partnership with media companies such as Google, Facebook, Acxiom, Comscore and Tencent.

Laura is Senior Advisor to the Founder/CEO of Uptake Technologies and the CEO of Acxiom, supporting strategy, branding and go to market efforts. Uptake is one of the fastest growing startups in technology and software, focused on data and predictive analytics in the IIOT space. Acxiom is the leading data and services provider for the marketing industry. Laura is also Founder & CEO of Eagle Vista Partners, a strategic advisory & venture investing firm serving the Marketing, Technology and Digital industries. Eagle Vista Partners and Laura is based in Chicago.

Laura is a past chair of the Advertising Council, and serves on the board of directors of Adobe Systems (2012) and Syniverse Technologies (2016).

Patrick Dolan Patrick Dolan Executive Vice President & Chief Operating Officer

Patrick Dolan, Executive Vice President & Chief Operating Officer, IAB

Patrick Dolan

Patrick Dolan is the Executive Vice President and Chief Operating Officer at the Interactive Advertising Bureau. Mr. Dolan is responsible for finance, operations, costs, compliance, and risk management. In addition, he works closely with the rest of the executive management team to supervise strategy and revenue optimization.

Mr. Dolan served as the director of finance for George Soros’ network of philanthropic entities, the Open Society Institute, in Europe. Based in Budapest, he managed a budget of over $500 million disbursed in over 20 countries in Europe and the former Soviet Union.

Following the Open Society Institute, Mr. Dolan joined DoubleClick, Inc. first as their Director of International Finance and later as Director of Business Operations. Mr. Dolan was responsible for establishing international financial operations as well as developing new businesses that DoubleClick, Inc. acquired, including Abacus.

In 2001, Mr. Dolan moved to Miami to assume the position of Executive Director of Finance and Operations for The Locomotion Channel, a cable channel co-owned by Hearst Entertainment and Corus Entertainment which broadcast in Latin America.

Mr. Dolan later served as CFO of the Early Learning Coalition of South Florida, a not-for-profit with a budget of over $160 million, and most recently ran his own business management consulting firm where he worked with clients in New York, Miami and other U.S. cities on issues including trade association product development, business operations, forecasting, budgeting, financial management and marketing.

Mr. Dolan received his B.A. in Economics from the University of Virginia and his MBA from Virginia Commonwealth University.

Jason Hartley Jason Hartley Senior Vice President, National Head of Search and Paid Social

Jason Hartley, Senior Vice President, National Head of Search and Paid Social, 360i

Jason Hartley

Jason Hartley is SVP, National Head of Search and Paid Social at advertising agency 360i, where he oversees search strategy, paid search and paid social best practices for marketers such as Spotify, Pernod Ricard, Capital One, FOX and JCPenney. Jason has appeared in a number of media outlets such as Direct Marketing News and Search Engine Journal. His book, The Advanced Genius Theory (Scribner), was also featured in The New York Times, The Wall Street Journal and Entertainment Weekly. Prior to 360i, Jason was a media manager at Hachette Filipacchi Media, managing the email and SEM programs for publications like Elle, Woman’s Day, Car and Driver and Road and Track. Before Hachette, he served as editorial director for the dELiA*s catalog, website and stores. Jason graduated with a BA in English Language and Literature from the University of South Carolina-Columbia.

Auto Draft 194 Scott Howe CEO

Scott Howe, CEO, Acxiom

Auto Draft 194

Scott Howe is the president and CEO of Acxiom, a technology and services company that helps the world’s best marketers unify, enhance, and activate data. Under Scott’s leadership, Acxiom works with thousands of clients and partners around the globe to transform data into value for everyone.

During Howe’s tenure, Acxiom has won countless industry awards and accolades, including recognition for the industry’s Best Innovation, Partner of the Year by one of the world’s largest financial services companies and Supplier of the Year by the world’s largest retailer. Acxiom has also been recognized by both Glassdoor and the Silicon Valley Times as one of the Best Places to Work and Fast Company has named Scott one of the World’s 100 Most Creative People.

Prior to taking the reins at Acxiom in 2011, Howe held executive roles at Microsoft and aQuantive, where his teams built the world’s largest digital agency (Avenue A|Razorfish); pioneered people-based media buying (DRIVE Performance Media, aka the Microsoft Media Network); and developed the systems utilized for ad serving and attribution (Atlas International). He began his career at The Boston Consulting Group and Kidder, Peabody & Company, Inc.

When he’s not guiding Acxiom to fulfill its mission to make it safe and easy to activate data anywhere, Howe can be found serving as scout master for Troop 28 in Burlingame, Calif., canvassing the country in his refurbished 1956 vintage Airstream trailer or designing and building furniture in his garage workshop. A native of Milwaukee, he is a proud fan and part owner of the Green Bay Packers.

Scott graduated magna cum laude from Princeton University with a degree in economics, and earned an MBA from Harvard University. He most recently served on the board of directors of Blue Nile, the largest online retailer of certified diamonds and fine jewelry, and is a former director of the Internet Advertising Bureau (IAB) and Turn, Inc., a digital advertising company.

Jonathan Margulies Jonathan Margulies Managing Director
Winterberry Group

Jonathan Margulies, Managing Director, Winterberry Group

Jonathan Margulies

With an extensive background in strategic planning and executive-level advocacy, Jonathan Margulies is a managing director and leads the development of research and thought leadership initiatives for Winterberry Group, a unique strategic consulting firm serving the advertising, marketing, media, technology and information sectors.

A 15-year industry veteran, Mr. Margulies is a recognized authority on issues of concern to enterprise marketers and publishers, as well as the community of technology developers, service providers and financial sponsors that support their efforts. Since joining Winterberry Group, he has spearheaded the development of more than two dozen high-profile research publications and economic analyses, exploring the strategic and operational implications of programmatic audience development, omnichannel customer strategies, data technology and other topics. Additionally, he has led over 100 intensive consulting engagements—helping clients tackle an array of challenges including long-range strategic planning, operations alignment, data-driven business transformation, product development, budget forecasting and M&A target identification.

Mr. Margulies is a sought-after presenter, and his perspectives have been published or cited by nearly all major industry trade publications. Prior to joining the Firm, he served as communications director for the Sergeants Benevolent Association, a 10,000-member organization of New York City police supervisors. Earlier, he held positions in marketing, public relations and digital media at British Airways USA, Burson-Marsteller, Hill & Knowlton and the New York Mets baseball club.

In addition to his work at Winterberry Group, Mr. Margulies oversees the delivery of pro bono consulting services to New York-area non-profit organizations as an account director with the Taproot Foundation. He received a B.S. in economics, with a concentration in management, from the Wharton School of the University of Pennsylvania.

Aruna Paramasivam Aruna Paramasivam Head of Data Acquisitions and Partnerships

Aruna Paramasivam, Head of Data Acquisitions and Partnerships, L'Oreal

Aruna Paramasivam

Aruna Paramasivam heads up Data Acquisition and Partnerships for L’Oréal USA. She is a veteran of the Ad Tech world having worked at Mediamath, Yahoo, Interclick and AOL over the years. She is passionate about the constantly evolving Ad Tech industry and thrives on its fast pace. She is always looking for new and unique partnerships, and her primary focus continues to be commercializing exciting data-driven marketing solutions in the marketplace. As a former Management Consultant, she additionally brings an extensive background in business development, strategy and operations. Aruna holds a Bachelors in Electrical Engineering from Rutgers University and a graduate degree in Engineering Management from Drexel University.

Mark Risis Mark Risis Head of Data Partnerships
The Weather Company, an IBM Business

Mark Risis, Head of Data Partnerships, The Weather Company, an IBM Business

Mark Risis

Mark Risis is head of global data partnerships at IBM Watson Advertising. Watson Advertising offers agencies and marketers an ecosystem of media, data, and AI-powered technology solutions to help improve decision-making and reduce costs across key facets of the marketing lifecycle – from media planning through measurement.

In this role, he is focused on building new data and technology partnerships in the media/ad tech space to help Watson Advertising leverage its unique data and technology assets such as weather data, location data, audience data, and more. Potential partners include ad technology companies, agencies and/or agency trading desks, data companies, marketers, platforms, programmatic media companies, and publishers.

Previously, Risis was the head of strategy and business development for TiVo Research where he led TiVo’s foray into programmatic TV. In that role, he was charged with striking partnerships with leading ad tech and data companies. He also helped TiVo Research and its clients bridge the TV and digital divide by building new models that improved the ways by which TV advertising was planned, bought, sold, and measured across screens. Risis joined TiVo in 2008 as the director of interactive ad sales and strategy.

Prior to TiVo, Risis was the founding partner, managing director and award-winning executive producer for Brand New World, a digital creative agency that launched campaigns for brands like Splenda, Coca-Cola and Teletoon. He started his career at FutureBrand in brand strategy and valuation.

Risis holds a Bachelor of Science degree from Duke University.


The agenda will be posted shortly. Please check back soon.



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