How Advertising Works –
How Technology Makes It Better


Saul Berman, Ph.D. – Partner, VP & Chief Strategist, IBM Global Business Services

Saul J. Berman, Ph.D. is Partner, Vice President, & Chief Strategist within IBM Global Business Services (GBS). He leads a worldwide team of IBM Interactive Experience consultants focused on delivering business value thru business, customer & marketing strategy engagements while improving customer insight and experience. Having more than 25 years of consulting experience, Dr. Berman has directed engagements addressing issues of business, mobile and customer strategy, organization, and operations. He has worked extensively on various topics, including scenario envisioning, operational & cost improvement, operations strategy, and organization design and enterprise transformation. His clients came from around the globe from various industries A frequent speaker and author, his most recent book is Not For Free: Revenue Strategies for a New World.

Dave Blumberg - Associate Manager, Advertiser Insights & Strategy, ESPN

Dave Blumberg is an Associate Manager of Advertiser Insights & Strategy for ESPN. In this role, he designs and implements innovative custom research projects in support of the ESPN Customer Marketing and Sales team, providing campaign effectiveness and cross-platform research that drives revenue. Dave holds a B.A. from The Pennsylvania State University and an M.S. degree in communication research from Boston University.

Charles Buchwalter - President & CEO, SymphonyAM

Charlie Buchwalter, President & CEO of SymphonyAM, holds more than 30 years' of experience in the information services and media measurement industry. Prior to joining SymphonyAM, he spent 13 years at Nielsen where he served as Chairman & CEO of Nielsen Online's joint venture in Japan, and oversaw the go-to-market plans for Nielsen’s Online Campaign Ratings (OCR) initiative.

Will Bullock - Quantitative Researcher Manager, Facebook

Will Bullock is Quantitative Researcher Manager at Facebook, responsible for the development of measurement solutions within Facebook, Atlas, and in collaboration with third parties. He holds patents for both audience and ROI measurement, having worked globally across multiple industries. With has expertise in causal inference and field experiments, the closed-loop measurement systems he helps create unlock the insights necessary for marketers to drive ever-greater success with their brands. In addition to his focus on measurement, Will develops systems to understand where people live, who lives together, and how to connect identity beyond Facebook. Before entering industry, Will won awards for both teaching and scholarship, including Best Paper of 2011 in Journal of Politics.

Mike Clarke - Head of Brand Measurement & Insights, Google

Mike Clarke leads the Brand Insights & Measurement Solutions team at Google which is focused on helping brand advertisers make their advertising more accountable in digital and beyond. In his previous role at Google, Mike was responsible for audience buying solutions for brands. Before Google, Mike led consumer research and technical product management teams in the mobile software space. He is currently Ph.D. a.b.d. in Sociology at the University of Waterloo studying consumer segment design and holds an M.Sc. in consumer behaviour.

Maureen "Mo" Craig - Founder & Provocateur, MoStrategy, LLC

Maureen “Mo” Craig is Founder & Provocateur at MoStrategy, LLC. MoStrategy helps organizations leverage the power of branding to accelerate growth and spans three disciplines: customer understanding, innovation, and brand development. Maureen is a brand strategist with over 20 years’ experience and brings a rigorous, creative approach to problem solving. Maureen is a Phi Beta Kappa graduate of Wesleyan University and holds a bachelor of arts in modern European history.

Seth Duncan - Head of Analytics, W2O Group

Seth Duncan leads the analytics practice at W2O Group, a global communication and marketing consultancy based in San Francisco. Seth’s team is at the leading edge of using social and digital data to augment traditional market research methods, allowing his clients to understand their customers behavior far more quickly and nimbly than previously possible. Seth earned a B.A. in psychology from Reed College and an M.S. in psychophysiology at San Francisco State University.

Greg Durkin - SVP, Marketing Analytics, Warner Bros. Pictures

Greg Durkin is SVP of Marketing Analytics where he develops and promotes data-informed decision making across Warner Bros. Pictures. Prior to Warner Bros., Greg was practice leader for the Media and Entertainment vertical at Harris Interactive where his clients included movie studios, gaming companies, and early digital distribution services. Greg has a B.S. in marketing from Villanova University, an M.S. in social research from CUNY Hunter College, and an M.B.A. from UC Berkeley’s Haas School of Business.

Gayle Fuguitt - President & CEO, The ARF

Gayle Fuguitt is the first woman to lead The ARF since she became CEO & President in April 2013. Prior The ARF, Gayle spent 32 years at General Mills and served on The ARF board and executive from 2005-2012. She holds a B.A. in economics and a B.S. in industrial relations from the University of Wisconsin. Gayle was recently inducted into the Market Research Council Inc.’s Hall of Fame in 2014.

Georgi Georgiev - SVP, Media Analytics, Millward Brown Digital

Georgi Georgiev is an SVP of Media Analytics at Millward Brown Digital where he leads product innovation and provides consulting leadership. Georgi has over 10 years of industry experience in targeting, addressable advertising, programmatic audience buying and ROI measurement. Prior to this, Georgi was VP, Product & Strategy, at Nielsen Catalina Solutions. He holds an M.S. in business analysis from Georgia State University in Atlanta.

Bruce Goerlich - CRO, Rentrak

Bruce Goerlich is CRO at Rentrak where he helps the industry employ Rentrak intelligence to find and leverage the best media opportunities. Prior to Rentrak, he was President of Strategic Services at Zenith Media Optimedia North America. Bruce is in-demand speaker at The ARF, 4A’s, and ANA, as well as other industry events around the country. He previously served as Chairman of The ARF and President of the Market Research Council Inc.

Bill Harvey - Principal, Bill Harvey Consulting

Bill Harvey is Principal of Bill Harvey Consulting as well as Co-Founder & Strategic Advisor of TRA, Inc. (TiVo Research & Analytics). Bill has led the media industry for decades and was recognized in 2008 with The ARF’s Great Mind Award. In 2014, he became the first recipient of The ARF’s Erwin Ephron Demystication Award. Throughout his career, Bill has consulted for over 100 Fortune 500 companies.

Gillian Heltai – VP of Marketing Solutions, comScore Inc.

Gillain Heltai is VP of Marketing Solutions at comScore. She currently manages strategic client relationships and product development initiatives for comScore’s San Francisco office. Gillian has been at comScore since 2005, helping the company evolve from a market research firm to the big data measurement and digital advertising currency that it is today. Gillian has worked with many industry stakeholders, enabling a better understanding of and interaction with the digital consumer. She received her BS in Commerce and Psychology from the University of Virginia and her MBA from Stanford Graduate School of Business.

Matt Hirst - Former, Head of Brand Experiences, Google + Director of Culture, Red Bull

Bio coming soon.

Arno Hummerston – Head of DMI Global Client Services, GfK

Arno has worked in the digital marketing research arena for more than 15 years. He is currently Global Director Commercial and Strategy for GfK’s Digital Market Intelligence team and also heads up the Mobile Ad Effectiveness area. His role includes advising clients on a wide range of topics to get the most from digital in their business, including audience measurement, online forums, passive measurement of mobile behavior and social media analysis. Prior to his move into market research Arno established the first UK online shopping portal ShoppingUK in 1996. His experience spans the spectrum of digital research from audience measurement to online forums, to passive measurement of mobile behavior and social media analysis.

Ben Kaplan - Director, Native & Social Ad Products, Time, Inc.

Ben Kaplan is Time Inc.'s Director of Native & Social Ad Products, where he leads the creation of scalable, customized ad solutions within some of media's most cutting-edge spaces. Ben works across the entire Time Inc. portfolio, enabling its publisher titles to achieve additional reach, engagement and data-driven insights as well as pioneering innovation for revenue-generating opportunities. Before Time Inc., Ben spearheaded the sales and digital efforts for CPG company SK Energy Shots as well as paved the way for social and new media executions at Sports Illustrated.

Yongyong Kennedy - Head of Financial Services Measurement, Facebook

Yongyong Kennedy is the head of Financial Services Measurement group at Facebook Inc., a global industry leader in digital content and advertising. Yongyong possesses over 17 years of diversified financial experience and database marketing expertise through the various senior posts she held with financial industry beacons such as American Express, Citigroup, JP Morgan Chase and Capital One. Yongyong’s expertise includes marketing optimization in direct response and brand marketing fields, client segment insights as well as product/servicing strategies. She is also passionate about bridging the offline insights and digital practice to drive optimized cross media marketing decisions.

Tom Kertesz – VP, Digital Market Intelligence, GfK DMI

Tom Kertesz is an accomplished business development executive and strategic account manager with 15+ years’ experience in the digital media and marketing research industries. Currently, Tom is VP for GfK DMI (Digital Marketing Intelligence) where he manages North American research and sales teams for media agencies, ad tech and publishers. He has held previous positions at Harris Interactive, MarketTools and Cegedim Dendrite.

Matt Kistler – SVP, Global Consumer Insights and Analytics, Walmart

Matt Kistler is Senior Vice President of Global Consumer Insights and Analytics, responsible for strategies that enable greater customer intelligence and capabilities to inform decision making for Walmart U.S. and Prior to Matt’s current role, he held multiple leadership roles at Walmart and Sam’s club. Matt also serves on the Foundation Board of Hope Cancer Resources/NARTI for Northwest Arkansas. Matt has a B.A. in Marketing from Michigan State University and an M.B.A. from Kellogg School of Management, Northwestern University.

Jason Klein - Co-CEO & Co-Founder, ListenFirst Media

Jason Klein is Co-CEO & Co-Founder of ListenFirst Media since 2012. Previously, he co-founded Special Ops Media (acquired by LBi in 2008) and then served as Co-President of LBi U.S. (later acquired by Publicis in 2012). Jason holds a biomedical ethics & philosophy degree (magna cum laude) from Brown University, and attended medical school at Columbia University.

Pat LaPointe - EVP, Resonate

Pat LaPointe is currently EVP at Resonate. He has over 20 years of experience in measuring the impact of marketing investments on bottom-line results for nearly half the Fortune 500. Previously, Pat was at Growth Calculus. Pat is published in numerous industry publications including Journal of Advertising Research, Marketing Magazine, and Admap, among others. He has an M.B.A. from Stern School at NYU, a B.Comm from McGill University in Montreal, and is a frequent guest lecturer at leading M.B.A. schools including Wharton, MIT, Dartmouth, Stanford, and Columbia.

Edlynne Laryea – Johnson & Johnson, Consultant, Worldwide Digital Center of Excellence

Bio coming soon.

Fred Leach - Director, Marketing Science, Research & Development, Facebook, Inc.

Bio coming soon.

Alex LePage - VP, Product Strategy & Marketing, Rubicon Project

Bio coming soon.

Natalie Malazenko - SVP, Marketing,

Bio coming soon.

Rob McLoughlin - VP, Consumer Research, P✪PSUGAR

As Vice President of Consumer Research, Rob McLoughlin leads all consumer research efforts for POPSUGAR, including POPSUGAR Insights, a proprietary research platform dedicated to helping marketers understand female consumer attitudes and behaviors. Rob is responsible for creating content for POPSUGAR Insights, has written articles for Media Post and other outlets, and has authored several groundbreaking research studies on consumer digital behavior including “Find Your Happy - How To Increase Happiness Via Digital Content”, “The Evocative Web - How To Engage Women and Create Strong Emotional Connections Via Visual Content”, and “Digital Quicksilver – How Marketers Can Harness Influence To Drive Brand Affinity”. Prior to joining POPSUGAR, Rob led consumer insights teams for SpinMedia, AOL and DoubleClick.

Lauren Moores, Ph.D. - VP, Strategy, Dstillery

Lauren Moores is currently VP of Strategy at Dstillery, with more than 20 years experience in data strategy, science, and creation in different information and technology industries. Lauren was previously VP of Analytics at Dstillery, where she ran all things analytics after having led the vision and development of data science at EverScreen Media (ESM). Prior to ESM, Lauren managed the science, data assets and data product teams at Compete/Millward Brown Digital. Lauren holds a Ph.D. in economics from Brown University.

Dave Morgan - CEO & Founder, Simulmedia

Dave Morgan is the CEO & Founder of Simulmedia. Prior to Simulmedia, he founded and ran TACODA, Inc., an online advertising company that pioneered behavorial online marketing, as well as Real Media, Inc., one of the world’s first ad serving and online ad network companies. Dave also previously served as EVP of Global Advertising Strategy at AOL.

Aron North - Director, Advertising & Branded Content, Taco Bell Corp.

Bio coming soon!

Bob Pearson - President & Chief Innovation Officer, W2O Group

Bob Pearson, President & Chief Innovation Officer at W2O Group, is one of the pioneers of social media marketing and his ideas have been featured in numerous books and case studies on how to effectively utilize social media in business. He is an author, frequent speaker, and blogger on social media, as well as an instructor for the Syracuse Center for Social Commerce. Bob is currently working on a new book on the future of media titled, Storytizing, that will be available in late 2015. Bob is currently on the board of directors at The ARF.

PJ Pereira - Chief Creative Officer & Co-Founder, Pereira & O'Dell

PJ Pereira is Chief Creative Officer & Co-Founder at Pereira & O’Dell with 20 years of experience in the technology and advertising industry. His agency was recognized in many publications, including Fast Company, Advertising Age, and Creativity. In 2013, the agency brought home 3 Grand Prix from Cannes Lions as well as an Emmy for “The Beauty Inside”. PJ has received more than 100 international awards during the last 10 years and has served as president of juries at Cannes Lions, London International and One Show Festivals.
See his Cannes interview »

Tim Perzyk - Director, North American Advertising Research, Twitter

Tim Perzyk, Director of North American Advertising Research at Twitter, joined Twitter as its first advertising researcher nearly five years ago. He currently oversees the company’s North American ad effectiveness research, audience analytics, and category thought leadership for all industry segments. Previously, Tim was with MTV Networks, where he served as Director of Consumer Insights and Digital Research. He holds a B.S. in economics from Duke University and an M.B.A. from Harvard Business School. Follow him on Twitter at @tperzyk.

Aliza Pollack – VP, Qualitative + Brand Development, Added Value

As Vice President of Qualitative Research and Brand Development at Added-Value, Aliza has been engaged in consumer insights and culture across various brands, categories, and countries. She’s presented at various conferences including MRMW (Market Research in the Mobile World) and Planningness 2015, and is passionate about reminding people that qualitative = human. She’s helped brands like Chanel, SGH, Clark’s and Target build in more relevance and currency to their brand, design and retail experiences. She always brings in culture as a vital factor in any research design. She believes that our brands are pebbles in consumers’ worlds and to best understand people and their relationships to our brands, we have to understand their personal contexts and the wider world swirling around them.

Matt Scharf – Senior Manager, Display Media Operations & Analytics, Adobe

Bio coming soon.

Barbara Singer - VP of Advertiser Insights & Strategy, ESPN

Barbara Singer is VP of Advertiser Insights & Strategy for ESPN. She advises ESPN’s Sales team, leading innovative research for insights that drive revenue. Barbara was previously a media strategist with Kraft Foods and J. Walter Thompson.

Jasper Snyder - EVP, Research & Innovation: Cross-Platform & Media, The ARF

Jasper Snyder is EVP, Research & Innovation at The ARF where he focuses on cross-platform media consumption and measurement. Prior to The ARF, Jasper worked in Ipsos’ Strategy Partner Group. Jasper holds a degree in law and French law from the London School of Economics, a master’s in tax law from Queen Mary, University of London, and a Diplome d’Etudes Juridiques from Strasbourg University.

Horst Stipp Ph.D. – EVP, Research & Innovation: Global & Ad Effectiveness, The ARF

Horst Stipp, Ph.D., is EVP, Research & Innovation: Global & Ad Effectiveness at The ARF where he focuses on the needs of global members, as well as ARF’s global strategy. He joined The ARF as EVP of Global Business Strategy in 2011. Prior to The ARF, Horst was SVP, Strategic Insights & Innovation in the Research department of NBCUniversal. Horst received his Ph.D. in sociology from Columbia University and has been involved in media research for over 30 years. His publications, in English and German, cover a wide range of topics, from advertising effectiveness and branding to the development of the media in the digital age.

Marc de Swaan Arons – CMO & Executive Board Member, Millward Brown Vermeer

Marc is the Chief Marketing Officer of Millward Brown Vermeer and is a frequent keynote speaker at business schools, companies, and industry conferences. He co-founded EffectiveBrands in 2001 following a successful career with Unilever. In 2014, EffectiveBrands merged to become Millward Brown Vermeer, WPP’s strategic marketing consulting company. As CMO at MB Vermeer, Marc spearheads the Marketing2020, Agency2020 and Insights2020 initiatives, and manages all global strategic alliances. Marc has been quoted and appeared in Fortune, Forbes, The New York Times, Advertising Age among others. He holds a Business Economics degree from the Erasmus University.

Brenda Tuohig - VP, CPG Product Strategy, Oracle Data Cloud

Bio coming soon!

Tim Wright - Senior Director, Product Management, Quantcast

Tim Wright is Senior Director of Product Management for Quantcast Measure, the leading direct audience measurement solution for publishers. Tim previously managed product at Google, and was also a co-founder at Datalogix.

Brian Wong - Founder & CEO, Kiip

Brian Wong is Founder & CEO of Kiip, a company that redefines how brands connect with consumers. Brian has been recognized with many industry awards including: Business Insider’s “Top 25 Under 25 in Silicon Valley,” and Forbes’ “30 under 30.” Prior to starting Kiip, he led key publisher and tech partnerships at Once the youngest person to ever receive venture capital funding, Brian holds a B.Comm. from the University of British Columbia, after skipping four K-12 grades.
See his Cannes interview »

Edwin Wong – Partner Manager, Insights, Pinterest

Edwin Wong is Head of Partner Insights at Pinterest. He leads research efforts to identify key trends in consumer behavior and help advertisers capitalize on these trends to effectively connect with their core audiences. He's been studying digital consumer behavior for nearly 15 years. Prior to Pinterest, Wong held numerous insight roles at Yahoo for over a decade. Wong has been published in the ANA magazine, Journal of Social Psychology, and WOMMA. He received his BA from Pomona College.

Tania Yuki - CEO & Founder, Shareablee

Tania Yuki is CEO & Founder of Shareablee, a leading provider of actionable social business intelligence. She is a digital innovator who has spent most of her career in digital marketing, measurement and analytics, and was recently honored with a Great Mind Award from The ARF and featured in Fast Company and Forbes as one of 12 women driving digital in New York. Tania is also the founder of wimlink, an organization that holds regular events and seminars promoting entrepreneurship, leadership and the professional development of women.