The Digital Hollywood Experience

The Digital Hollywood Experience


Monday, January 8th, 2018

Session I - DH10

LVCC, North Hall, Room N260

2:15 - 3:15 PM

Programmatic Buying and Targeting: Cross-Platform Advertising

Programmatic buying and targeting has revolutionized the relationship between advertiser, agency and platform.  Automating the buying and optimization of media inventory not only streamlines the process, it substantially enhances decision making and efficiency  Welcome to a world of programmatic media.

Ben Tatta, Co-Founder and President, 605

Lewis Rothkopf, General Manager of Supply, MediaMath

Ilana Nolte, President, m/SIX North America

James Colborn, Senior Director, Global Data Sales & Operations, Oath

Bill Murray, Vice President of Digital Ad Sales Planning and Strategy, Scripps Networks

Moderator - Jeff Hochberg, Principal, XPartyData


Ben Tatta is Co-Founder and President of 605. He brings more than 25 years of media, technology and entertainment experience to his role at the company,

where he leads strategy, business development, data and client solutions. Most recently, Ben served as President of Cablevision Media Sales, the television and  digital sales division of Cablevision Systems Corporation, where he led the company’s overall media sales vision, strategy and plan including advanced advertising, product development and technology. During his tenure at Cablevision, Ben spearheaded the first system-wide deployment of household-level addressable advertising and pioneered breakthrough audience measurement and analytics solutions using census-level set-top box data. Prior to Cablevision Ben held senior leadership positions at such companies as USA Networks, IBM, ABC, Lagardere Media and eBay Enterprise Marketing. He received a B.A. in Economics from Villanova University.


ILANA NOLTE, PRESIDENT, m/SIX North America: As president of m/SIX North America, one of the fastest growing full service media agencies. m/SIX is backed by GroupM as well as an integrated marketing agency, The&Partnership. Since the Launch of m/SIX US in 2014, Ilana has been responsible for bringing in 15 new clients and driving their business results with delivering best in class communication strategies, integrated media management and data, tech and analytics solutions. Ilana started her career at Modem Media soon after the company launched the first Internet ad – selling banner ads when the Internet was a brand new concept. Since then, she continues to drive digital innovation within wider marketing initiatives. She has over 20 years of experience in media management, data and analytics, and has held significant roles at Ogilvy, Mindshare, and OMD in the US and the UK, where she managed media for Fortune 500 brands like Nike, Apple, SAP, Unilever, Sony PlayStation and more. Prior to joining m/SIX, Ilana helped lunch a data, tech, analytics company at Annalect Group, where she was responsible for consultation and selling of data and analytics solutions to help solve marketers’ business challenges.


James Colborn, Senior Director, Global Data Sales & Operations, Oath: James Colborn runs the Global Data Sales & Operations team for Oath. The team’s focus is to simplify the sale of Oath’s data assets and to support Oath’s customer facing teams. In addition, the Data Operations team ensures that all aspects of the day to day running of a data business (from custom audience creation to onboarding of CRM audiences) are handled with utmost efficiency and skill. Prior to working at Oath, James ran the Data Specialist Sales team for AOL and before that the Specialist Sales teams for Microsoft focussing on data and programmatic selling.


Lewis Rothkopf is General Manager of Supply for MediaMath, where he is responsible for managing and growing the company's inventory relationships and overall supply chain worldwide. He joins MediaMath with more than 18 years experience in the digital advertising industry. Most recently, Lewis was Chief Revenue Officer of AdsNative. Previously Lewis was with Aol’s Millennial Media as the SVP of Global Monetization Solutions. He joined Millennial via the company's acquisition of Jumptap, where he led the mobile ad network's publisher acquisition and network development efforts as SVP. Prior to Jumptap, Rothkopf served as general manager of AMP, a sell-side data and media management platform, for multi-screen company Collective.


Bill Murray is the Vice President of Digital Planning and Strategy at Scripps Networks Interactive.  In his role, he oversees the yield management, sales planning, ad product and programmatic revenue organizations of all digital ad sales. Since joining Scripps Networks Interactive, Murray has grown programmatic revenue over 75% and implemented new revenue and campaign management strategies focused on speedy activation and exceptional service to direct clients. Murray has been responsible for partnering with a number of industry leading and cutting edge technology providers ensuring the company success in an ever-changing landscape. Prior to joining Scripps Networks Interactive in late 2013, Murray was Vice President of Digital Ad Operations and Programmatic Revenue for The Weather Company. Before his time at The Weather Company, Murray was with AOL Advertising as Vice President of Advertiser Operations, where he was awarded the 2008 Chairman’s Award for outstanding contributions to the company. Murray is also the recipeient of the Ad Monsters’ 2013 Digital Media Leadership Award. In addition to many years in the advertising industry, he also has experience in project management, business development and management consulting. Murray holds a bachelor’s degree from Towson University in Baltimore, Maryland. Before obtaining his degree, he served four years as a corporal in the United State Marine Corps. Murray currently lives with his family in Atlanta.


Jeff Hochberg works with clients and partners to enhance their global technical architecture via The Trade Desk’s industry-leading APIs. Previously, Jeff was the Vice President of Business Development at Audience Science, where he was responsible for the extensive publisher and data framework that was an integral part of their enterprise advertising management platform. Prior to that, he was the Vice President of Sales for AOL's Audience Targeting product suite responsible for leading revenue generation and sales execution. Jeff holds a BA in Political Science from Syracuse University and an MBA from New York University's Stern School of Business. He resides with his wife and two daughters in New Rochelle, New York.