A Strategic Approach to the Second Channel

March 05, 2012—7:15 pm


About the Session


A Strategic Approach to the Second Channel


Fox News Digital has spent three years building a streamlined second channel sales machine. Beyond describing internal organization methods and ways to avoid cannibalization of direct sales, Deravanh Campbell, Director of Ad Operations and Yield, and James Hunter, Manager of Ad Operations, will discuss network selection, internal organization, establishing a mediation platform, installing dynamic floors and more.


About the Speakers


Deravanh CampbellDeravanh Campbell

Director, Ad Operations and Yield 

Fox News Digital


Dera Campbell is the Director of Ad Operations and Yield at Fox News Digital. She oversees trafficking and delivery, inventory and pricing, yield, creative development and optimization teams. Dera and her team work closely with the National and Network Sales teams to build and deliver products, monetize revenue and manage strategic vendor partnerships. Campbell has more than 10 years of digital business and operations experience, having started her career with Marketwatch.com before its acquisition by Dow Jones. Prior to joining Fox News, she was the Compliance and Client Services Director at TMP Worldwide in London, then Business Director at Conde Nast Digital Media in New York.



James HunterJames Hunter

Manager, Ad Operations 

Fox News Digital


James Hunter began his journey at Fox News Digital in 2008. He was hired for the position of Junior Trafficker and became a Senior Trafficker shortly thereafter. Dedication and aspiration, two values that stand at the core of James' principals, allowed him to take on the responsibility of Manager, Digital Ad Operations in early 2011. In this current role as Manager, he oversees all trafficking and delivery, and takes the lead on campaign optimization to ensure Advertisers are getting the experience they deserve. James and his team of four all work closely with the National and Network Sales team to ensure seamless delivery of campaigns, monetize unsold inventory and take pride in managing client partnerships. Specializing in cross-functional collaboration, James and his team take any necessary measure to ensure the job gets done.