IAB Ad Operations Summit 2014, Spotlight: Transformation

Joe Barone is Managing Partner, Brand Safety Americas for GroupM, the world’s largest media buying organization.

In that role, Joe has helped pioneer the industry’s move to a more transparent, accountable digital inventory supply chain, working to ensure clients get full value for their digital advertising investment. Joe’s focus is on developing and executing GroupM’s marketplace position on Brand Safety elements including Brand Safety & Suitability, fraud detection and prevention, anti-piracy, and insuring client’s ads appear in positive, relevant advertising environments. He has spent the past 12 years shaping GroupM’s practice in North America, and in 2017 was named to a new post adding responsibility for supporting the Latin America roll out of these trusted supply chain practices.

Joe first joined WPP in 1989. He has held various traditional and digital media positions within WPP agencies including Managing Director of neo@Ogilvy, and Director, Strategic Media Integration at Ogilvy & Mather.

Joe has been buying digital media since 1994, when Hotwired.com became the first publisher to offer banners online. Before moving into a full time Brand Safety role, Joe managed the US Groupm Digital Traffic team, was engaged in ad-tech systems development, publisher and ad tech vendor contract negotiations, and process re-engineering/workflow analysis, all in support of GroupM agencies including Mindshare, Wavemaker, Mediacom, mSix, Catalyst, Essence, and Xaxis.

Joe is currently a member of many Brand Safety related industry working groups, including the 4A’s Advertiser Protection Bureau, the Global Alliance for Responsible Media Steering Committee, the IAB Tech Lab Content Taxonomy Working Group, MRC Digital Committee, the Coalition for Better Ads Research & Methodology Working Group, Trustworthy Accountability Group Leadership Committee, the Brand Safety Institute Leadership Council, and the Double Verify and Integral Ad Science Advisory Boards.

Andrew Casale is the president and CEO of Index Exchange, a global supply-side platform renowned for its innovation in programmatic advertising. With a career in digital media spanning over three decades, Andrew has been at the forefront of the ad tech evolution, driving industry standards and championing efficiency, scale, and transparency.

Andrew’s journey began in the late 1990s, when he created his first website on GeoCities, sparking a lifelong fascination with the internet and media. His early entrepreneurial ventures in web publishing and digital advertising led him to found Casale Media in 2001. The company quickly distinguished itself as a pioneer in programmatic advertising, evolving into Index Exchange in 2015. Under Andrew’s leadership, Index has become one of the most efficient and transparent exchanges in the advertising ecosystem with operations spanning North America, EMEA, and APAC.

Throughout his career, Andrew has remained dedicated to advancing the open internet, playing a pivotal role in developing industry standards and protocols. Recognized as a thought leader in ad tech, Andrew has been featured in publications such as The Wall Street Journal, The New York Times, Ad Age, Forbes, and Reuters. He is an influential speaker at global events, including CES, Advertising Week New York, ATS London, IAB ALM, and many others. His contributions to the industry were honored in 2024 with the IAB Tech Lab Lifetime Achievement Award.

Cristina Cieplensky is currently a Program Manager on the Ad Platform team at Hulu. She is responsible for overseeing the product roadmap and implementing technology on Hulu’s proprietary ad stack across all advertising related functions such as ad operations, sales planning, inventory and pricing, and research. Cristina’s background is in Ad Operations where she has managed campaign management and trafficking teams as well as ran project management of large scale third party integrations. Prior to her current role at Hulu, Cristina was the Manager of Video Product Development at NBC for the Digital Media properties where she headed up integrations, defined workflow processes, developed trafficking guidelines and requirements, and created ad delivery infrastructure across major initiatives such as live ad streaming on the Olympics as well as on boarding new sites.

Scott Cunningham is owner of Cunningham.Tech Consulting and is architect of NewsPassID ad network for the Local Media Consortium. He is author of Defining Brand Safety Series by the Brand Safety Institute (BSI), Founder of the IAB Tech Lab, principal technology and program Founder of the Trustworthy Accountability Group (TAG), former President of Media News Group Interactive and was a pioneer in the development of USATODAY.com. Additionally, Cunningham advises iSpot.tv and Madhive on measurement and CTV products among his activities.

James Deaker is Vice President of Revenue Management and Policy at Yahoo. In this capacity he has global responsible for advertising and data policy, pricing and yield management.

James is the co-chair of the IAB Ad Ops Advisory Board. In 2013 James was the chair of the IAB Data Council.

Prior to joining Yahoo, James led the Monetization Excellence group at Microsoft. Previously, he was Vice President of Advisory Services at San Francisco-based software company, Rapt Inc., which was acquired by Microsoft in 2008.

James holds Ph.D and M.S. degrees in Engineering-Economic Systems and Operations Research from Stanford University.

A seasoned executive with 24+ years of digital media, marketing and operations experience, Angelina Eng has focused her career on supporting agencies and brands to define, build and manage digital media and marketing efforts while enabling teams to operationally work efficiently and effectively with both internal and external partners and platforms. She’s been responsible for the development and management of internal systems and workflow, establishment of deliverable standards, designing ad trafficking and tracking guidelines, implementation of emerging platforms, as well as establishing best practices at companies such as Morgan Stanley, Merkle, Dentsu Aegis and Publicis Modem.

Over the years, She has been involved with multiple organizations and events to help define, establish and advocate some of the industry standards that we see in today’s digital media ecosystem (such as ad verification/brand safety, ad fraud, viewability and programmatic, social, etc)

Angelina has been awarded the AdMonsters 2018 Power List, IAB Data Rockstar 2016 and AdMonsters Digital Media Leadership Award 2016.

Dan Foehner serves as the Director of Global Shared Services at Facebook, where he ensures operational and service excellence for Facebook’s top strategic accounts and global agencies worldwide. This includes ad review, ad operations, page operations, insights and outsourcing.

Prior to Facebook, Dan served in various positions at Yahoo and was most recently the Vice President, Global Sales Operations responsible for the ad operations and ad technology teams in 16 markets worldwide.

He was a founding member of the IAB Ad Ops council and currently serves as the Co-Chair. In addition, he serves on the Advisory Board for the IAB Ad Technology Council. Dan started his career over 20 years ago in management consulting having held senior consulting positions at Cap Gemini Ernst & Young, Deloitte & Touche, and Management Consulting & Research. He holds a BS in Physics from Cal Poly, San Luis Obispo and a MBA from Pepperdine University.

Dan resides in Pleasanton, CA with his wife and two teenage children. When he is not in the office, Dan can be found competing in triathlons around the world.

Harold S Geller is Executive Director of, Advertising Digital
Identification LLC (Ad-ID) a US Based advertising-metadata system,
the UPC code for Ads across all platforms, which is a joint venture of
American Association of Advertising Agencies (4A’s) and the
Association of National Advertisers (ANA).

Harold speaks and writes extensively regarding interoperability, digital
workflow and metadata in advertising.

Harold’s advertising career spans over 30 years, in the United States
and Canada. He has worked in media buying/planning, account
management, financial, and technology roles at MindShare, Ogilvy &
Mather, and McCann Erickson, and the defunct Ted Bates and Foster
Advertising.

Harold is a graduate of radio and television broadcasting from Seneca
College (Toronto, Ontario, Canada).

As VP, Auditing, Guenther brings over 25 years of auditing experience in a media environment and has been a leading pioneer in the auditing of Internet activity dating back to 1996. Guenther oversees the audit team on a daily basis and provides guidance and support for the engagements performed by ImServices. Guenther also supervises the maintenance of the IAB /ABC International Spider & Bots list for the Industry and is the lead trainer for the IAB’s Quality Assurance Program (QAG).

David leads product management at Integral Ad Science, overseeing product vision and roadmap. David joined Integral in 2009 and was fundamental in building out the core of Integral’s product line today. David brings more than 15 years of executive product management, marketing and strategy experience, having held product strategy and management roles at companies including Safenet, Message Labs and Mail.com.

George is the Executive Director and Chief Executive Officer of the Media Rating Council (MRC), a not-for-profit industry organization created in 1963 at the request of the U.S. Congress to assure high ethical and operational standards in audience measurement services. His background includes almost 30 years of experience in media research auditing, oversight, and consulting. Prior to being appointed the Executive Director of the MRC in January 2000, George was a partner at Ernst & Young and their lead representative and advisor to the MRC, conducting all MRC audits and interacting with MRC management and member organizations. George has a thorough knowledge of research best practices, operations, controls, and information systems in internet, multimedia, print, radio, and television measurement services.

Joe Pych is the Co-Founder and CEO of Bionic Advertising Systems – an advertising technology firm that, among other things, automates the workflow of buying and selling digital advertising programs. Prior to Bionic, Joe built media workflow systems with NextMark, some of the world’s biggest marketing databases while with Exchange Applications, and two mobile computing platforms while with Travelers. Joe holds 3 US patents, has been awarded the Marketing EDGE Rising Stars Award, and is among BtoB Magazine’s Who’s Who List. Joe holds a Masters Degree in Computer Science from Rensselaer Polytechnic Institute and Bachelor of Arts Degrees in Mathematics and in Computer Science from Cornell University.

As Director of Technical Standards at IAB Tech Lab, Brendan oversees the development of standards-track documents that aim to bring efficiencies to the market. His current focus is on the development of LEAN and DEAL guidance in response to ad blocking, as well as efforts tackling malware and fraud through the Trustworthy Accountability Group (TAG). Brendan joined the internet revolution in 1998 with MediaHouse, a web analytics and network monitoring company sprung from the ashes of the BBS industry, and worked with Microsoft in their data collection and behavioral targeting branch.

Ms. Carine Roman is Head of Global Advertising Operations at LinkedIn. Ms. Roman has a breadth of experience in media and online advertising operations. She began her career in advertising in Paris, France, where she ran sales and operations for a division of Publicis. In 2006, Ms. Roman joined Ziff Davis Media, handling Business Management and Advertising Operations. She remained with Ziff Davis Enterprise when the company was sold and served as the Senior Vice President of Digital Media managing all digital/business operations and product development. In 2011, she joined 33Across and managed their analytics, media and sales operations for 2 years. She holds an MS in Management from Ecole Superieure de Commerce de Toulouse and an MBA in Media Management and Finance from Columbia Business School.

As Senior Vice President of Global Digital Ad Operations, Jarred is responsible for maximizing the monetization of video advertising inventory across Paramounts digital executions and ensuring the best possible user experience. Jarred works close with sales and distribution leadership to drive forward sales strategy and optimize inventory, pricing and campaign execution. Since 2006 Jarred has focused on video ad strategy and execution across CBS Interactive, ViacomCBS, and Paramount.

Linda Woolley is a hands-on senior management executive who offers over 15 years of leadership experience across diverse industries and year-over-year record of achievements. She is a consultant to IAB on the Trustworthy Digital Supply Chain Initiative, an accountability and enforcement program to root out fraud, malware, and piracy in the online and mobile advertising ecosystem, and increase transparency for all participants, including consumers. She most recently served as President & CEO of the Direct Marketing Association. She founded and served as principal of a private sector company, and manager of a Washington office for one of the world’s largest multinational conglomerates. She is a recognized leader in association management and corporate public affairs/government relations who has been at the forefront of game-changing initiatives. She is a recognized expert in privacy and compliance matters and appears in the media frequently. She is a lawyer and graduate of Hamilton College, Clinton, NY.

Dan Murphy has been an active player in Digital Media for over two decades, working with Univision, CBS Digital (Sportsline) and comScore (Media Metrix), among others.  Over the years, Dan has been an innovator providing many firsts to Digital Media.  By way of example, he championed the digital industries longest running MRC audited digital platform at Univision.  At Media Metrix, he created the original nomenclature serving as the foundation for comScore’s categories.  While at Sportsline, he created the original “Live sports” UI as well as the architect of VegasInsider.com.  Prior to Sportsline, Dan designed two sports apps (STATS for Baseball and Fingertip for Golf) for the Apple Newton.  In one of his first jobs after college, he designed a covert communication system for the YF-23 Fighter Cockpit while concurrently serving as lead analyst in Man-in-the-Loop Simulations.

Today you can find Dan representing Univision Communications and Hispanic in industry forums, including, but not limited to the Media Ratings Council (MRC), IAB, Council for Research Excellence (CRE), Coalition for Innovate Media Measurement (CIMM) and Advertising Research Foundation (ARF.)  Current issues that regularly cross his desk include, but are not limited to, Cross-Platform Audience Measurement, Ad Impression Viewability, Invalid Traffic, Ad blocking, Programmatic & Data with a constant eye to high levels of Transparency and Accountability.