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Online advertising eco-system - who makes money and how

  • Sep 19, 2011 · 7:30 AM
  • This location is shown only to members

The online advertising eco-system has grown by leaps and bounds, on any metric (revenues, advertisers, placements and many more) since its inception in the 1990’s. The topic we will be exploring is what role do the 100 plus companies in this eco-system play within it. These companies include media buying platforms, ad & data optimization companies , ad exchanges, contextual, behavioral & social targeting companies and so much more. What is the objective of each of these companies? Who makes money and how? This session will spend three hours trying to simplify this online advertising matrix and follow the flow of money, data, and risk from the point where ad inventory is produced by online publishers to its use by online marketers and its ultimate consumption by mobile and online users.


8am to 9:30am First Session

  • Introduction - Jeffrey Silverman of the NY Angels        
  • Speakers: Scott Hoffman at Cliqology and Geoff Judge, Partner at iNovia Capital  
    • Topic: Provide an overview of the online advertising eco-system
    • Slides to accompany the discussion with a Q&A session

9:45am to 11:00am Second Session

  • Moderator: Nick MacShane, Founder and Senior Managing Director at Progress Partners
  • Panel:
    • Brian Kaminsky, SVP / GM of Huffington Post Media Group
    • Art Muldoon, CEO/Co-Founder of Accordant Media
    • Albert Azout, CEO of Sociocast
    • Moritz Loew, Sr. Director of Sales at MSNBC Interactive
    • Scott Meyer, CEO of Evidon
    • Jon Greenwood, General Manager of Media Innovation Group
  • Topic: Roundtable discussion of the online advertising eco-system and what do each of our panel members see occurring in the future.



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  • Edward T.

    Extremely informative, as an investor I learned a tremendous amount. My only suggestion would be to tailor the content a bit more for entrepreneurs to ensure that these are as helpful as possible for them in operating their businesses (e.g. in this instance, how they can leverage the online advertising ecosystem to make their business more profitable / successful).

    September 25, 2011

  • Michael B.

    Pretty comprehensive & thoughtful presentation, and great panelists. Would have liked to hear more ideas of "what needs to be done", unmet needs in the space, since that's ultimately where businesses arise from...

    September 21, 2011

  • Christie E.

    Great meetup. This was a nice opportunity to learn something new and get to know some investors.

    September 21, 2011

  • Earlie B.

    Excellent information on the online eco-system. Very knowlegeable industry experts armed with valuable information.

    September 20, 2011

  • A former member
    A former member

    Excellent panel. The first part was too rushed at the end and I don't think questions were handled well. The slips were distributed and I filled one out but nothing happened to address the question.

    September 20, 2011

  • Chris S.

    Very informative discussion from real industry veterans who were there at the beginning of the online advertising age. Hugely valuable to me.....

    September 20, 2011

  • Nick M.

    Regarding the first half, excellent run through of some pretty complicated stuff in pretty clear terms. A great educational event for the audience at all levels.

    September 20, 2011

  • Harvey B.

    Excellent session. great content, discussion and panel.

    September 20, 2011

  • Avi F.

    Very thoughful overview by some of the earliesy participants in the industry.
    While the eco-system remains complex and issues such as ROI remain vague, this workshop was a great step in the direction of shedding some light on it.

    September 19, 2011

  • Paul C.

    Really informative, great speakers, and good crowd (especially for early morning!).

    September 19, 2011

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