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welcome I would like to personally welcome each and every one of you to the second annual Ecommerce Media Forum: Commerce & Advertising Converge. It’s extremely powerful to be able to bring such inspiring people together under one roof, to learn from one another and share unique successes and challenges. We are part of something big – much bigger than any of us realize on a day-to-day basis. Amazon is suddenly one of the world’s largest media publishers. Google now looks like an ecommerce site. The paradigms of the ecommerce business model, digital advertising, and customer path to purchase are changing fast. The unsettling mix of excitement and fear that exists in our industry today is something we simply can’t ignore. You, as organizational pioneers, have the vision, the knowledge, and the experience to help us pave our way into the future. I thank you for joining us today, and I hope you walk away with new ideas, connections, and learnings that will directly impact the success of your organization. Sincerely,

Jonathan Opdyke CEO HookLogic

agenda TIME



8:30 AM - 9:00 AM

Registration & Breakfast

9:00 AM - 9:30 AM


Jonathan Opdyke, HookLogic

9:30 AM - 10:15 AM

The State of Digital Media and the Evolving LUMAscapes

Amanda Bicofsky - Investment Banker, LUMA Partners

10:15 AM - 11:00 AM

The Difference Between Selling Out and “Selling Out”

Lou Imbriano - Former CMO, New England Patriots

11:00 AM - 11:15 AM


11:15 PM - 12:00 PM

Panel: Monetization Kings

John Roswech, Chief Revenue Officer, HookLogic + Panelists

12:00 PM - 1:00 PM

Lunch / Book Signing

Sponsor: Ovative Group

1:00 PM - 1:30 PM

LivingSocial: Blending Content, Commerce, and Advertising

Doug Miller - VP New Business Initiatives, LivingSocial

1:30 PM - 2:30 PM

Commerce Search Advertising: Introduction and Case Studies

Steve Elson - Vice President of Search, HookLogic + Case Study Participants

2:30 PM - 3:00 PM

eBay and the Future of Data Monetization

Glenn Fishback - Head of Global Display, eBay Enterprise

3:00 PM - 3:15 PM


3:15 PM - 4:00 PM

Panel: Reaching The Omnichannel Shopper

Dale Nitschke - Managing Partner, Ovative Group + Panelists

4:00 PM - 4:30 PM

Bridging the Gap: Matching Advertiser and Publisher Goals

Nick Pahade - CEO, PopTent + Panelists

4:30 PM - 5:00 PM

Fireside Chat: Future of Digital Advertising

Michael Barrett - Former CEO, AdMeld / CRO, Yahoo, Scott Friend - Managing Director, Bain Capital Ventures

5:00 PM - 5:15 PM

Closing Remarks

Jonathan Opdyke, HookLogic

5:30 PM – 6:30 PM

Cocktail Hour – Cabanas at the Maritime Hotel

Sponsor: eBay Enterprise

6:30 PM – 10:00 PM

Dinner Party – Cabanas at the Maritime Hotel

evening activites Cocktail Hour 5:30pm - 6:30pm After a full day of learning, enjoy an hour of hors d’ oeuvres and cocktails with fellow attendees, sponsored by eBay Enterprise. The Cabanas at the Maritime Hotel is the ideal forum for getting to know all of the advertising experts, brand executives, and ecommerce pioneers that the Ecommerce Media Forum will bring together.

Dinner Party 6:30pm - 10:00pm Continue the conversation and stay for a delicious dinner and music-filled after party underneath the stars, on the beautiful rooftop of the Maritime Hotel. There’s no better way to end the day!

thank you to our sponsors

group Ovative/Group is a three-year-old consulting firm run by recent executives from leading companies such as Target, Best Buy and Digital River. The company’s consulting practices focus on omni-channel retail, marketing infrastructure, e-commerce, and other emerging areas. The company also works closely with the venture capital industry to identify and deploy innovation in these areas by enterprises. Ovative/Services is the marketing services arm of O/G for putting into practice leading technologies and partners in media planning, execution and data management. Learn more at

eBay Enterprise is a leading provider of commerce technologies, omnichannel operations and marketing solutions for the world’s premier retailers and brands. Our comprehensive approach uncovers unique insights and cross benefits for clients whether they utilize one or all our services. Either way, the process is more seamless. And more profitable. Learn more at

speakers Dale Nitschke, Managing Partner, Ovative/Group: Nitschke’s practice areas include Digital Business Strategy, Ecommerce, and In Store Digital Experience. Nitschke draws from 23 years of experience at Target Corporation, including eight years as President of where he built their organization and business from a start-up stage to over a $1 billion business. He was also responsible for building the Target Guest Database, an initiative that delivered direct marketing and guest insight capabilities to the Target enterprise and readied the organization for the digital age. Previously, Nitschke served as Senior Vice President of Merchandising for the Department Store Division of Target. Michael Barrett, Former CEO of AdMeld: Michael Barrett served as the Chief Revenue Officer and Executive Vice President at Yahoo! Inc. where he was responsible for advertising revenue and operations globally. Prior to Yahoo! Mr. Barrett served as the Chief Executive Officer of AdMeld Inc. in 2008, and under his leadership the company became the leading global supply side platform for premium publishers, resulting in a sale to Google in 2011. Prior to Admeld, Barrett served as CRO of Fox Interactive Media, where he oversaw worldwide revenue for all properties including MySpace and Before that, Barrett held senior roles at interactive leaders including AOL, GeoCities, and Disney Online. Lou Imbriano, former CMO of the New England Patriots Lou Imbriano was Vice President and Chief Marketing Officer of the New England Patriots and Gillette Stadium for nine seasons and Chief Operating Officer for the New England Revolution for three seasons, Imbriano built powerful relationships that allowed the organization to achieve an increase in revenue by more than 600%. Lou now serves as President and CEO of TrinityOne, a marketing strategy and business advisory consultancy that works with organizations to turn around their marketing efforts and increase profitability through building stronger consumer ties and a more trustworthy brand. He is also the author of Winning the Customer, which teaches that in order to maximize revenue, every organization must both turn its customers into fans and coax those fans to spend freely.

speakers Amanda Bicofsky, Investment Banker, LUMA Partners: Amanda Bicofsky is an investment banker at LUMA Partners where she uses her extensive industry knowledge to advise both established media and technology companies as well as digital growth companies. Amanda plays an instrumental role in preparing LUMAscapes, known throughout the digital media industry as the definitive ecosystem maps. Prior to joining LUMA, Amanda worked at GCA Savvian and Barclays Capital. Amanda earned a BS in Economics from The Wharton School of the University of Pennsylvania and studied at Hong Kong University of Science and Technology’s School of Business and Management. Amanda serves on the Board of the Junior Committee of the Inner-City Scholarship Fund and enjoys cooking, Soul Cycle, and going on walks with her Boston Terrier. Doug Miller, Sen. Vice President, New Bus. Init., LivingSocial: Doug oversees all aspects of new business development at LivingSocial, including overall strategy, new market segments, and managing the existing client base. Prior to LivingSocial, Doug served as Global Vice President of media solutions Expedia Inc., where he led advertising sales and operations across the Expedia. com, and Hotwire platforms. He has also held various leadership positions at operating businesses of InterActiveCorp (IAC) including Ticketmaster and Citysearch. Nick Pahade, CEO, Poptent: Spearheading Poptent’s efforts to address the surging demand for video content that specifically delivers an authentic voice that is well-produced. Before Poptent, Nick was the President and Chief Executive Officer at Initiative North America, one of the Interpublic Group’s (NYSE: IPG) two worldwide media networks and part of the company’s Mediabrands unit. Prior to Initiative, Nick was with digital media management platform Traffiq, where he also served as their CEO. Prior to working at Traffiq, Nick was President of TrueAction - part of e-commerce and online tech provider GSI Commerce. Glenn Fishback, Head of Global Display, eBay Enterprise: Glenn is an accomplished media executive with over 14 years in the digital media space. He has worked for industry pioneering companies in the audience targeting, personalized product recommendation, demand side platform, vertical ad network, digital couponing and predictive optimization space.

speakers Jonathan Opdyke, CEO, HookLogic: Jonathan co-founded HookLogic in 2004 on the idea that marketing closer to consumer decision points would not only be more effective for marketers, but also more useful for consumers. Under his leadership, HookLogic has grown from a boot-strap startup to a global enterprise powering integrated, native advertising and promotional programs across many of the internet’s most recognized ecommerce sites. In earlier roles, Jonathan led internet strategy for Xerox Corporation and international operations for online ad pioneer, Beyond Interactive.

John Roswech, Chief Revenue Officer, HookLogic: John builds on the media sales momentum that HookLogic has with brand marketers and their agencies. Roswech comes to HookLogic by way of Jingle Networks, Inc. where he served as President and guided the growth of free directory assistance service 800-FREE411. Prior to Jingle Networks, John served as Vice President of Sales of Atlas Solutions (aQuantive) where he managed sales and account management teams for third-party ad serving, search, rich media, and landing page optimization.

Steve Elson, Vice President of Search Media, HookLogic: Steve is responsible for helping brand customers leverage HookLogic’s retail and travel networks to reach qualified shoppers at the most influential time in the purchase cycle – when they are actively researching and making purchase decisions on ecommerce sites. teve previously served as Co-Director of Marketing Optimization at Beyond Interactive, a digital marketing and media company.

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