Afternoon Keynote: How the Success of Mobile will be Measured

December 07, 2011—6:15 pm

Session is Sponsored by

About the Session


How the Success of Mobile will be Measured


The pipes of the mobile ad industry aren’t broken — they are in the process of being built. At this stage in the evolution of mobile, knowing what you don’t know is just as valuable as what you do know. While there are significant challenges in mobile ad:tech, none appear insurmountable. In fact, savvy agencies and brands are more excited by the potential for mobile measurement than concerned about current limitations. This session will discuss how agencies and marketers are proactively addressing issues and what unique long-term measurement opportunities have been prioritized on their mobile roadmap.

About the Keynote Speaker


Paul  GelbPaul Gelb

Vice President, Mobile Practice Lead 



Paul is the founder and head of Razorfish’s mobile practice. The practice’s primary offering suites include integrated strategy engagements, application and site design and development, messaging programs, and media, ad creative and search campaign services. Paul has helped over 60 clients on the road to innovation by pioneering media and development executions in mobile and integrated initiatives across digital out of home, broadband video, interactive television, social networks, and gaming. In an ever changing digital landscape, Paul is also a trusted consultant to Razorfish's largest clients as they evolve their media and business strategies to include breakthrough technology and advanced platforms.


Paul’s mobile work has been well received by industry and clients alike. He was awarded the 2010 Media All Star Award by Mediaweek. Paul’s work was also recognized with the 2009 Mobile Marketer of the Year award and the 2010 Luxury Mobile Marketer of the Year award. Individual initiatives have won Mobi and MIN awards and both a bronze design lion and a cyber mobile advertising short list nomination at Cannes 2011. Razorfish has demonstrated unparalleled consistency, with 16 of its 32 iOS applications listed in the iTunes App Store. These prominent apps include the #1 branded app of 2008, a #1 top free iPad app and a #2 top grossing iPad app. As well, an app developed for a joint venture project with Citibank was featured on CNBC and Razorfish’s internal time tracking app was featured on Apple’s site as a best in class example of iOS enterprise apps.


Paul holds an MBA from the Anderson School of Business at UCLA and a B.S. in international business and macro-economic theory from the ILR School at Cornell University.