Measurement & Attribution Workshop – Los Angeles

Allison has nearly 15 years of media, advertising effectiveness, and market research experience. She joined DISQO 8 months ago as VP of Sales to help grow their Ad Measurement business across media agencies, brands, and publishers.

Jon Lorenzini (JLo) is the Vice President of Marketing Science at LiftLab with nine years of experience in measurement within Big Tech (Google,Facebook,Snap), five years at media agencies agency (MediaVest, Mediacom & Zenith), and on the client side (Virgin Mobile USA). His primary focus throughout his career has been incrementality-based measurement, cross-channel investment dynamics and leading teams to help advertisers maximize their investment decisions.

Currently, Jon is working with LiftLab’s diverse set of clients to design tests to uncover how a platform’s auction dynamics, efficacy of their ads, and cross channel investments drive desired outcomes. These causal tests are leveraged to understand marginal incrementality as well as refine agile mix models. Through this, advertisers can understand how their last dollar performed and how much they should add, shift, or reduce between tactics to maximize profitability.

Jon’s hobbies include glassblowing, inner tube water polo, Arduino/ RaspberryPi and running the largest advertising meetup globally on Meetup.com – “Advertising / Marketing Analysts” (currently over 14k members!).

David Levy is the chief executive officer of OpenAP, the advanced advertising company bringing simplicity and scale to audience-based campaigns in television. OpenAP makes it easy for buyers to plan, transact and measure against advanced targeting capabilities and ad products, at scale across premium TV publishers.

Before joining OpenAP in May 2019, David served as executive vice president of strategy and operations at Fox Networks Group (FNG), where he was responsible for driving strategy and accountability across the ad sales organization. In this role David oversaw the Advanced Advertising Sales, Pricing and Planning, Research, Data, and Ad Platform/Technology teams across FNG’s portfolio of brands including FBC, Fox Sports, FX, and Nat Geo. Prior to that, David was the co-founder and chief operating officer of true[X], the leading platform and marketplace for attention-based ad products, which was later acquired by FOX Networks group in 2015.

Throughout his career thus far, David has played a critical role leading the media and advertising industry’s evolution toward a more sustainable ad-supported model for premium content. In addition to his current post leading OpenAP, David serves as a member of the Academy of Television Arts & Sciences and is credited for being a seasoned thought leader and champion of inclusion in media. In 2020, he was recognized by Business Insider as one of the most influential people shaping the future of the TV advertising industry.

David has a Bachelor of Science, Business degree from UC San Diego. He currently resides in Los Angeles with his wife, two children and dog.

Rudy Grahn has 25+ years in analytics, research, and data strategy managing measurement and optimization for clients including Verizon, Pizza Hut, Stellantis, T-Mobile, Toyota, Liberty Mutual, Disney, and more. His work includes measurement leadership at major ad agencies as well as at leading 3rd parties including Marketshare/Neustar and ClearSaleing. Rudy currently leads the Attribution & Measurement practice globally for Prohaska Consulting.

Matt Prohaska, CEO and Principal, Prohaska Consulting, is a 26-year media veteran and consulting executive to leading digital media and advertising technology firms and executives.

Matt has contributed to the growth of online advertising since its commercial inception in the early 1990s, first by creating the online media practice at BBDO (now part of Omnicom) in 1994 and later opening CNET’s New York sales office as its first Regional Sales Manager in 1996. In April 2013, Matt became the Programmatic Advertising Director for The New York Times, where he led more closed deals in programmatic direct sales than any publisher globally during his tenure.

As head of Prohaska Consulting, Matt, with a leadership team of 10 executives and a network of more than 400 senior executives in 45 cities across the globe, works with CEOs, CROs, COOs, CFOs, and CTOs to drive revenue and/or reduce costs on a strategic and/or tactical level by improving sales, marketing, operations, product, and/or tech.

In four and a half years, more than 250 clients – including top organizations such as Google, Univision, Under Armour, Toyota and IAB – have chosen Prohaska Consulting for a variety of services, including strategic guidance, project leadership, training, and/or operating street teams. The team has trained more buyers and sellers of programmatic advertising globally than any other independent organization.