IAB Mobile Marketplace 2014

As EVP of Industry Initiatives at IAB, Anna Bager spearheads the strategic oversight of the digital media and marketing industries’ most vital and fastest growing platforms which include mobile, digital video, audio, measurement, and data. Under her leadership, she brings together and drives growth for three of the organizations’ paramount centers of excellence: The IAB Mobile Center, representing the mobile marketing, advertising, and media marketplace; The Digital Video Center, encompassing Advanced TV, OTT, and The Digital Content NewFronts, and The Data Center, developing consumer identifiers, data quality, industry benchmarks, and tools for data activation and automation. She is a driving force in building a one-stop shop for producing thought leadership, innovation, research, and best practices for these thriving industries.

Prior to joining the IAB, Bager was heading business intelligence at Ericsson Multimedia and head of research at Ericsson’s Business Consulting unit. Earlier, she was Research and Consulting Manager for IDC EMEA. Anna has received numerous accolades throughout her career, including being named “Most Important Women in Mobile Advertising” for Business Insider, and one of the “Top Women in Media” by Folio Mag for the past consecutive five years.

Ed is an advertising technology specialist and a firm advocate for data-led programmatic media buying. He is responsible for developing Somo’s app tracking tool, Lithient App Tracker, from the ground up to the robust mobile tracking technology it is today, having launched it across the EU, US and APAC.

Ed previously headed up Somo’s media operations for three years, overseeing the management of all Somo’s media campaigns and working to drive efficiencies, improve results, and define best practice. He is an expert in app distribution strategy and a specialist in mobile search.

Ed began his career at international market research agency TNS before moving to The Search Works where he worked on some of the industry’s earliest search campaigns, pioneering optimisation algorithms, complex attribution modelling and studies into consumer online journeys.

Ed was recently selected as one of Media Week’s 30 under 30 in recognition of his contribution to the industry.

Marshall Cohen is a marketing and brand strategist with expertise in interactive and traditional media, marketing research, strategy, and consulting. Prior to joining Univision, Marshall was a partner at Pilot Group, a New York-based private equity firm that specializes in innovative companies that have established themselves as trendsetters in their space. He served in an advisory role to all Pilot Group portfolio companies, including DailyCandy, acquired by Comcast; OTX Research, acquired by IPSOS; Thrillist Media Group; PureWow; TastingTable; and Barrington Broadcasting, acquired by Sinclair, among others. In addition, Marshall operated Marshall Cohen Associates, an entertainment, media and market research company providing research and consulting to numerous media companies, national brands and start-ups, including: ESPN, CBS, PBS, Clear Channel Media + Entertainment, CNET, About.com, and Bluefin Labs, recently acquired by Twitter.

Before joining Pilot Group, Marshall was senior vice president at AOL/TimeWarner. While at AOL, Marshall built the company’s consumer research department and UI lab, where all products were tested with consumers, and in 1998, created The AOL/Roper Cyberstudy, the first comprehensive nationwide survey of the attitudes and behaviors of all Americans online. Prior to founding his consulting company, Marshall spent 12 years in the cable TV programming and distribution business at MTV Networks, holding various roles, including serving on the management team that developed, launched and operated Nickelodeon, MTV, VH1, Nick at Nite, TV Land, and Ha! the Comedy Channel, which became Comedy Central. While at MTV Networks, he conducted the first Nationwide political poll of 18-34 year olds which supplied important information leading to the famed MTV Rock the Vote initiative.

Christine Cook is the Global Chief Revenue Officer at Bloomberg Media. Cook leads global advertising revenues across all media platforms including digital, digital video, linear TV, audio, events, custom content, print and programmatic revenues.

She was previously Senior Vice President, Head of Brand Partnerships at WarnerMedia and prior to that Chief Revenue Officer of CNN Digital where she oversaw sales strategy for CNN’s overall digital portfolio, which included premium verticals, mobile products, programmatic, emerging businesses and Great Big Story.

Prior to joining WarnerMedia, Cook served as Senior Vice President and Global Head of Advertising Partnerships at Flipboard. During her six years at the company, Cook oversaw the global sales force and mobile-led revenue strategy. As an advisor, and then founding member of the advertising business team, she built the advertising partnerships unit from the ground up, which was responsible for publisher partnerships, advertising sales, operations and creative brand marketing strategy. In addition to Flipboard, she has held global entrepreneurial and business growth roles at The New York Times and Financial Times.

Cook has been active in several major advertising trade associations including the Internet Advertising Bureau (IAB), Digital Content Next (DCN) Mobile Marketing Association (MMA), and Advertising Women of New York/She Runs It. Beyond advertising trade associations, Christine is passionate about youth empowerment

serving on the Board of Outward Bound USA and YEAH (Youth Empowerment and Healing) Yoga, a New Orleans based non-profit providing yoga and meditation services to youth impacted by the criminal justice system. A graduate from Louisiana State University with a Bachelor of Arts in English Literature. Cook currently lives in New York City.

Jason Fulmines is responsible for the strategy and development of Gannett’s mobile advertising business across USA TODAY and more than 100 local media properties and affiliates. He is a mobile product veteran at Gannett and also ran Travelocity.com’s global mobile and tablet products from 2012-2013 in Southlake, TX.

Kelly Jones currently heads up the global Thought Leadership research program at Microsoft, where she delves into the guts of human behavior and motivation in order to reveal new ways of thinking about engaging consumers within digital environments.

In her 7 years at Microsoft, Kelly has been fortunate to work with products such as Bing, MSN, Xbox, Windows 7 Phone and now Windows 8. Her work has fueled executive keynotes, thought leadership publications and marketing campaigns, as well as actionable product insights.

Kelly moved to New York City to work in book publishing. Despite her 10-year digital DNA, she still prefers hard cover books and the print version of the Sunday Times.

As the Director of the IAB’s Mobile Marketing Center of Excellence, Joe Laszlo plays a key role to the mission to grow the mobile interactive industry. He manages many of the IAB’s mobile standardization, best practices, and research projects; provides advice for both buyers and sellers of mobile ; and oversees the IAB’s Mobile and Tablet.

Joe served the IAB’s Director of Research from Sept. 2007-Dec. 2010. During his IAB career, he has led IAB projects including standards for mobile rich advertising and guidelines for mobile web ad impression counting.

Prior to the IAB, Joe had an eight-year tenure at Jupiter Research, where he started researching and writing about mobile interactivity 2000.

Joe holds an MA from the Fletcher of Law and Diplomacy at Tufts and a BA from Columbia.

Stephanie Bauer Marshall is the director of Precision Market Insights at Verizon Wireless, a business segment focused on providing brands with a variety of Target Marketing solutions, powered by layering behavioral audience insights that are based on mobile engagement, location, and demographic information. Prior to Precision, Ms. Marshall led Verizon Wireless’ mobile marketing and advertising group, where she launched the company’s first mobile web advertising programs.

Before joining Verizon Wireless, Stephanie was at Merchant Link, a subsidiary of J.P. Morgan Chase, where she was responsible for defining and marketing the company’s products and directing strategy for new product creation. Previously, she worked at the Cellular Telecommunications & Internet Association (CTIA-The Wireless Association) in the Wireless Internet Development group.

Stephanie serves on the Boards of the MMA as well as the Internet Advertising Bureau’s Mobile Center of Excellence.

Graham Mudd is Senior Vice President, Product Management, for Anonym, a division of the Mozilla Corporation that develops privacy preserving technologies for the digital advertising industry. Graham was a co-founder of Anonym, which was acquired by Mozilla in June 2024. Anonym was founded with the belief that advanced technologies can enable high performing, measurable advertising while preserving people’s privacy.

Graham has spent his career at the intersection of analytics and data driven advertising. Prior to co-founding Anonym, Graham spent 10 years at Meta; in his last role he was Vice President, Product Marketing for Ads and Business Products at Meta. Prior to joining Meta, Graham held leadership positions at Comscore and Yahoo.

Graham holds a B.S. in Psychology from Santa Clara University and an MBA from the Kellogg School of Management at Northwestern. Graham lives in the San Francisco Bay Area with his wife and twin son and daughter. He loves to cook, entertain, travel and ski with friends and family.

Lou Paskalis is the Senior Vice President, Enterprise Media Executive, for Bank of America. He is responsible for leading a team of communications professionals in developing and implementing comprehensive media strategies to drive enterprise business objectives. Paskalis oversees media strategy and investment across traditional, digital and social channels with an eye toward driving innovative solutions across lines of business. He is tasked with identifying and delivering opportunities to leverage customer insights and industry best practices in the rapidly evolving communications landscape. He leads the team that delivered a game changing real-time 360 degree program around the World Economic Forum which leveraged the bank’s extensive original content assets. He also lead the paid media strategy for the bank’s highly successful (RED) partnership that combined the universal appeal of U2 with the cultural moment of the Super Bowl and harnessed the power of the Twitter, iAd, ClearChannel and Facebook platforms in original ways that lead to the program being recognized with a Bronze Medal for Media at the 2014 Cannes Advertising Festival.

Prior to joining Bank of America, Paskalis was the Vice President of Global Media, Content Development and Mobile Marketing at American Express where he lead innovative, cross-channel communications and engagement initiatives for the American Express brand and core U.S. product portfolios, as well as mobile marketing.

During his tenure at American Express, Lou created and launched their interactive branded TV channel to 60 million U.S. homes making Amex the first brand to have a dedicated television channel. In addition, he forged the first T-Commerce programs in partnership with NBC and FOX, which enabled consumers to purchase featured products in real-time while watching their favorite network shows. Paskalis is a three time recipient of the American Express Chairman’s Award for Innovation.

Paskalis also lead communications planning for the annual Small Business Saturday campaign, which was awarded the Grand CLIO in the Content and Contact category, the CLIO Special Award for Facebook Integrated Media and the Gold CLIO for Interactive/Social Media in addition to multiple MIXX awards. Some of his earlier achievements at Amex included a strategic partnership with NBC News that lead to the creation of Your Business, a weekly news program that serves the small business community and is the longest running program on MSNBC.

Paskalis holds an MBA in finance and marketing and a B.S. in business management from the University of Notre Dame. He lives in Manhattan where he indulges his passion for bike riding, travel, fine wine and Formula One motor-racing. He is a board member of the Mobile Marketing Association and a jury member of the IAB MIXX Awards.

As Global Head of Mobile, Ben Phillips works with MediaCom’s local teams to define best practices across the agency as more and more digital campaigns are expanded into mobile. He works to ensure that clients benefit from the latest knowledge and understanding of this important channel.

With over a decade’s experience and a 100% focus on mobile strategy, Ben identifies ways to exploit the strengths of mobile for always-on campaigns, such as driving footfall for retailers, acquisition for direct-response clients, engagement and customer retention for brand-led clients and m-commerce for e-commerce clients.

MediaCom’s mobile billings grew more than 117 percent in 2013 and the agency has seen spectacularly strong growth in markets where it has specialist mobile divisions, such as the UK, Germany, Scandinavia, Singapore and India. These teams have developed unique and first-in-market mobile services for clients, ranging from creative to apps, vouchers, coupons, augmented reality and QR, codes to geolocation campaigns. Ben’s goal is to ensure this level of expertise and creativity is available to all MediaCom clients, wherever they are and whatever challenge they face.

Jason Pope is VP, Mobile for Audience On Demand® (AOD), the addressable media buying platform for VivaKi. Here, Jason oversees the development and delivery of products, partnerships and services for the mobile channel that enable Publicis Groupe agencies and their clients to effectively reach and understand addressable media in mobile. Jason has been in the digital space for over 15 years with prior roles at Performics, Yesmail and Classified Ventures.

As Director of Mobile at Mindshare, Craig Weinberg is the strategic lead for mobile marketing on Mindshare’s Sprint Account. With a strong background in mobile marketing, Craig provides the overall mobile marketing strategy for Sprint, which includes planning, buying and execution. He is also responsible for incorporating mobile strategies and tactics into Sprint’s digital and traditional marketing plans. Craig is new to the Mindshare family, joining in April 2011.

Prior to Mindshare, Craig was the Mobile Strategy Manager at MediaVest, where he oversaw the mobile communications strategy and provided direction on holistic digital communications integration to maximize North American mobile investments for P&G.

Before joining MediaVest in March 2010, Craig worked at Sony Music Entertainment, where he held multiple digital roles, including Mobile Marketing & Mobile Sales Analyst.

David Wyler serves as Vice President of Business Development for AdTruth, a division of 41st Parameter. Prior to joining AdTruth, David led a 30+ person panel operations team responsible for managing 25 online and mobile panels at the Nielsen Company. David joined Nielsen throughout its acquisition of IAG Research in 2008 where he helped drive the adoption of IAG Research’s ad performance and product placement data with Fortune 100 advertisers and broadcast and cable networks. Before joining IAG Research, David held various Business Development, Finance and Research roles at both traditional and digital media companies including Primedia, Zagat Survey, Reuters and CBS.