IAB Tech Lab Open Forum: Advances in Measurement & User Experience

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.

Brad is Product Manager for viewability at Google. In this role, Brad drives Google’s product roadmap for ActiveView and support for third-party viewability solutions on Google inventory, and he is also an active contributor to IAB Tech Lab’s Open Measurement Working Group. Previously, Brad was a member of Google’s Strategy and Operations team where he collaborated with senior leaders to develop go-to-market strategy for Google’s YouTube and broader video ad businesses. Before Google, Brad was a consultant at McKinsey & Company where he developed strategies for senior clients at Tech, Media, and Telecom (TMT), Advanced Electronics, and Financial Institutions companies across the US. Brad has also spent time at Microsoft in both Product Management and Finance Management roles.

Brad holds a BS in Economics and Computer Science, an MS in Computer Science, and an MBA, all from Yale University, and is a CFA charterholder.

Sam Mansour is Principal Product Manager at Oracle Advertising and CX, for the Moat Analytics business.

Moat provides an ad verification platform for brands, agencies, publishers, and technology platforms to measure and optimize their digital advertising. With a history of developing cutting edge ad products for both the advertiser and publisher sides of the ecosystem, Sam is well versed in the tools and technologies of the trade. He applies decades of experience to his focus on General and Sophisticated Invalid Traffic (IVT) detection at Moat.

Sam holds a BFA in Theatre from West Virginia University. Pragmatic Institute certifications for Foundations and PMC Level 1. Certified SAFe® 4 Scrum Master.

David is a skilled media executive with 20+ years of experience in both traditional and digital media and marketing strategies across premium publishers, technology platforms and media agencies.

David joined Amplifi, the global media investment platform for Dentsu Aegis Network, in 2016 as EVP of Digital Operations & Technology. In his role, David oversees the Ad Operations, Tech Partnerships, Business Operations and Terms and Conditions teams across multiple Dentsu Aegis Network Agencies in the US market as well as oversight of key DAN Global clients digital operations. He is DAN’s leader for Brand Safety governance across agencies and leads industry representation as the Dentsu Aegis Network Trustworthy Accountability Group (TAG) Global Compliance Officer and Executive Council member. David is also active in prominent industry steering committees and initiatives such as the IAB Tech Lab and the 4A’s Digital Operations Technology and Advertiser Protection Bureau (APB) Committees.

Prior to joining Amplifi, David was the SVP of North American Publisher Accounts at The Rubicon Project, where he oversaw publisher relationships and operations. He also held leadership roles in the Direct and Programmatic Sales and Ad Operations capacity across premium publishers, inclusive of Gannett/USATODAY, CBS Interactive, NASCAR & Time Inc.
David received his B.S. in Sports Marketing from the University of Connecticut, where he is a frequent guest speaker at the UConn School of Business

Building best-in-class accredited advertising measurements solutions for the use of the largest global brands, agencies, AdTech platforms and partners. Focused on exposure and engagement measurements, delivering analytics used to optimize media buys and understand the value of inventory and its billable status.

Jarrett Wold comes to the IAB Tech Lab with a diverse background in technology leading teams focused on digital applications. His most recent role was Director of Technology and Platforms at Ad-ID, where he was overseeing Ad-ID’s technology endeavors and focusing on industry standards for the advertising ecosystem. His former role as Director of Technology includes Ad-ID, Rodale, Inc. and HealthiNation. He also worked at AOL on AOL Video, AOL Search, and Moviefone. He graduated from Syracuse University and is a huge Orange fan!

Eric Wong is a Product Manager at Unity Technologies leading Partner Integrations and Programmatic Demand. He is focused on driving Programmatic Brand demand and enabling successful monetization strategies for mobile game developers. Prior to joining Unity Technologies in 2017, Eric worked at AppNexus and Index Exchange as a Sales Engineer for ad server, mobile, and header bidding initiatives.