Afternoon Panel: Opening Up Private Exchanges

April 18, 2012—8:40 pm


About the Panel

Highly buzzed about on arrival in 2010, questions have emerged whether private exchanges are the fabled revenue drivers they appeared to be. Featuring viewpoints from publishers, tech providers and agencies, this OPS Markets panel will delve into the challenges and successes private exchanges have encountered during their short lifespans, and what it will take for their widespread success and deployment.

About the Panelists

Jeff Burkett
Senior Director, Ad Innovations & Client Services
Washington Post Digital

Jeff Burkett is the Senior Director of Advertising Innovation and Client Services at Washington Post Digital. He is responsible for the overall monetization strategy of display advertising across all WPD properties, as well as the operations team that supports this large, complex business. He works closely with WPD’s editorial, marketing, sales and technology staff to leverage the potential of digital advertising, focusing on strategic initiatives that are well ahead of the curve. Under Jeff’s leadership, WPD has executed successful ad strategies for social, video, mobile web, tablets, podcasting, RSS, widgets and other alternative platforms. Jeff is currently focused on Inventory Optimization (including Private Exchanges) and developing strategies to leverage third-party data to increase direct sold CPM’s.  In his personal time, he leads a competition BBQ team with the help of his wife and two kids. Burkett earned his Bachelor of Science in Managerial Economics from Radford University.

Mario Diez

Mario Diez, CEO of quadrantONE, has built his personal brand by building the businesses and sales teams of some of the best-regarded companies in digital media. Leaving a senior sales role at New York Times Digital in 2001 to join PointRoll when it was a 13 person startup, he eventually launched the New York office and played an essential role in driving the company to its clear and sustained position of market leadership. Mario then launched Centro’s local media platform in New York and spent three years as the Vice President of Eastern Region Sales. Mario developed the company’s sales strategy and built its regional operations to make the eastern region and New York office the company's leading revenue center from a standing start in less than a year. Mario then launched the Aperture product for Datran Media as its Vice President, building the sales team of the industry’s first real time analytics platform based on verified household data.  At quadrantONE, Mario developed and then launched the industry's only exchange that provides exclusive relationships and content with premium, local audiences on a national scale in Q1 2011. The only exchange of its kind, quadrantONE's consumer reach and media brands are unparalleled in the interactive media landscape. Mario lives in Philadelphia with his wife Lisa and their three children.

Craig Ziegler
VP, Partnerships

Craig Ziegler is VP of supply-side partnerships for Accuen, Omnicom’s digital media acquisition platform. In this role, Craig is responsible for developing strategic relationships with industry-leading media and technology companies, establishing unique inventory opportunities to grow Accuen's trading business. As a member of Accuen’s executive leadership team, Craig is also involved in defining and executing the company’s strategic initiatives. Prior to joining Accuen, Craig worked at Tribune Interactive in a range of leadership roles, including revenue management, business development and sales strategy; having most recently lead both direct and indirect revenue channels across Tribune’s national portfolio of digital properties.  Craig began his career in technology consulting, developing internet software and business intelligence solutions.


Jason Kelly
Chief Revenue Officer
Google Admeld

Jason Kelly, Chief Revenue Officer, joined Admeld from Time Inc., where he was Vice President of Strategy & Revenue Management. Prior to Time Inc., Jason was at Rapt, a part of Advertising and Publisher Solutions at Microsoft. Before that, he spent more than a decade in the airline industry, most recently as the director of revenue management, sales and online distribution for Virgin America.



Panel Sponsorship

Google's DoubleClick™ products provide ad management and ad serving solutions to companies that buy, create or sell online advertising. 

The world’s top marketers, publishers, ad networks and agencies use DoubleClick products as the foundation for their online advertising businesses. With deep expertise in ad serving, media planning, search management, rich media, video and mobile, our DoubleClick products help customers execute their digital media strategy more effectively.