In this session, we’ll explore the agency perspective of mobile advertising and in particular, what mobile ad exchanges offer for all players in the ecosystem. From the implications of the new Identifier for Advertising (IFA) to native ads, learn about what agencies and advertisers are looking for in real-time bidding.
Paul GelbHead of StrategyMoPubPaul Gelb recently moved to Head of Strategy of MoPub after founding and serving as the Vice President and of the mobile practice at Razorfish. He joined Razorfish, the largest interactive and #4 ranked agency by Ad Age’s prestigious A-List. in 2007 as an MBA intern. The mobile practice’s service offering includes integrated strategy engagements, app and site design and development, messaging, media planning and buying, search and ad creative. Paul’s passion for mobile and leadership has led to an unrelenting output of groundbreaking mobile work for over 70 clients. The mobile practice has created many of the most successful sites and apps, including 17 apps that were listed in the iTunes App Store, the top branded application of 2008, a top ranked free iPad application, a top grossing iPad application and a commerce experience that generated over $8 billion in transactions. The practice also executed the largest single publisher campaign mobile buy to date. Paul’s success has not gone unnoticed. He was the youngest executive to receive Mediaweek’s Media All-Star award. The practice was recognized by Forrester as a mobile marketing agency Industry Leader, their top rating. His clients have won mobile marketer of the year, luxury mobile marketer of the year and a Cannes Lion. Paul's groundbreaking work and point of view have been sought out by and received press in the New York Times, the WSJ, Adweek, Ad Age, Fast Company, Mashable, Wired, Contagious, SAI, MediaPost, Digiday & Mobile Marketer. Recent conference speaking engagements include Television Upfront, SXSW, Mobile Upfront, IAB, Advertising Week, OMMA, Proxxima (Brazil) & MMA, The Mobile Show (Dubai), INMA, Digiday, DMA, Digital Hollywood, SEMPO, Admonsters, SAI, Wharton and Harvard.