The Digital Hollywood Experience

The Digital Hollywood Experience


Tuesday, May 23rd, 2017

ThinkTank - Workshop

1:00 PM - 2:00 PM, Haas Conference Center, Room 171

Programmatic Buying and Targeting: Strategies in 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.

Tom Kelly, VP of US Sales, AOL Platforms

Lucas Krump, Director, Demand Partnerships, Brightroll, Yahoo

Lewis Rothkopf, Programmatic Expert

Michael Benedek, President and CEO, Datonics

Jeff Hochberg, Vice President, Data Activation, ShareThis, Moderator



Lucas Krump is Director, Demand Partnerships BrightRoll Exchange from Yahoo! He is responsible for growing programmatic demand for video, display and native inventory via Demand Side Platform partnerships in North America. Before joining BrightRoll, he was head of global business development and publisher acquisition for Vdopia, a mobile video ad network. Prior to that he spent seven years in Asia where he was responsible for launching multiple international print and online media properties. He holds a BA in Journalism from the University of Kansas and an MBA from the UCLA Anderson School of Management.


Lewis Rothkopf, Programmatic Expert: Lewis Kothkopf has over 17 years experience in the digital advertising industry, most recently from AOL’s Millennial Media, where he was responsible for all supply-side relationships and publisher-facing sales worldwide as 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 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. Previously, Rothkopf was SVP of Network and Exchange at BrightRoll (now part of Yahoo), where he built, scaled, and managed the company's industry-leading video ad network, programmatic video ad exchange, and mobile inventory businesses. Earlier in his career, Rothkopf led content distribution partnerships for NBCUniversal’s digital video syndication and advertising platform. Additionally, he spent five years at DoubleClick (now Google) in strategic sales, building strong relationships with large publishers and multimedia networks.


Tom Kelly is responsible for finding optimum solutions for AOL Platform's clients, training the regional sales forces on products and strategies, and creating category specific products and solutions. Tom also maintains a strong feedback loop with product management to ensure that we continue to create products for our customers that are in demand. Tom joined The team at HQ in January of 2006 in Baltimore. He has held a variety of positions within the sales organization throughout his tenure, providing him with a uniquely comprehensive insight to the sales process and our products. Previous roles include VP of Sales West, Strategist for Los Angeles, Strategist for Atlanta and Account Management in Baltimore. He currently resides in Venice, California. Tom has spoken at numerous industry events including IAB Networks and Exchanges and OMMA AdNets. He has also published opinion pieces on online advertising. Tom is an IAB certified Digital Media Sales person.


Michael Benedek is the President and CEO of leading online data marketplace Datonics (, an AlmondNet Group company. Benedek was most recently President of AlmondNet Data Division and joined AlmondNet in 2000 as Vice President, Business Development. His experience extends to over 15 years in the Internet, financial services and healthcare fields while based in New York and in Tel Aviv. He holds an MA degree in International Affairs (International Political Economy) from the Norman Patterson School of International Affairs in Ottawa, Canada and a BA degree from the University of Western Ontario in London, Canada.


Jeff Hochberg, Vice President, Data Activation, ShareThis:  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.