Morning Panel – Programmatic Selling Beyond RTB

April 18, 2012—3:50 pm

About the Panel

Believe it or not, programmatic selling and buying is not limited to real-time bidding of class 2 inventory – as industry players are increasingly noting, the next frontier for automation is direct sales. Panelists will debate how both agencies and publishers can benefit from the expansion of this technology into premium inventory, the changing definition of class 1 and class 2 inventory (and the stuff in-between), what the new publisher tech stack looks like and ad operations' growing leadership role with the proliferation of programmatic buying and selling.

John Ramey
CEO & Founder


isocket is Founder and CEO John Ramey's third successful marketing startup, with 12 years of product strategy, design, engineering and marketing experience. Having previously founded an online marketing demand-side service business for SMBs and a product business for offline real estate marketing, John left school to launch isocket – becoming one of the youngest entrepreneurs in the world to raise a round of VC funding in 2009.


Anthony Katsur
Chief Operating Officer

Anthony Katsur joined Maxifier in September, 2011. As COO, he is responsible for managing the growth of the company, overseeing all elements of product development and implementation, and the launching and scaling of new customers. Katsur brings more than 16 years of experience building digital media and content delivery solutions. Having most recently served as GM of MediaMath, he led all aspects of the TerminalOne platform. Prior to MediaMath, he was at DoubleClick, where he managed all levels of the engineering division, improved and managed its real-time ad serving infrastructure, directed the software development process for enterprise software applications, and led the client services group, and Panther Express, a CDN he helped build from the ground up and where he had similar operations, engineering and client services roles.

Jeremy Hlavacek
VP, Strategic Partnerships
Varick Media Management

A versatile digital marketing professional, Jeremy Hlavacek, VP of Strategic Partnerships at Varick Media Management, has enjoyed a variety of roles during his ten-year career. His experience runs the gamut from building out digital experiences at LEGO Toys, to directing strategy and new business at a New York start-up, to entertainment programming at CBS television. As part of Ogilvy’s strategy consulting practice, Jeremy advised clients in healthcare, financial services, and technology. Jeremy holds an MBA from Cornell University, a Masters in Media & Communication from the London School of Economics and a BA from the College of William and Mary.

Ben Kneen
Director of Ad Products

Ben Kneen is the Director of Ad Products at WebMD, the leading provider of health information services. There he oversees product development for data-driven, audience-based media solutions, manages strategic vendor partnerships across a variety of sales channels and works to identify and implement new ad technologies to drive innovation within the company. Previously, Ben led the Yield Management practice for WebMD's physician-facing network, Medscape, where he was responsible for inventory, revenue delivery and analytics. Prior to joining WebMD, Ben was Manager of Inventory at Rodale Digital, and started his career in the Client Service group of Atlas Solutions, part of the Microsoft Advertising organization. Ben is also the editor of, where he writes on developing technologies from an ad operations point of view.

Panel Sponsorships

isocket supercharges direct ad sales for the web’s best publishers. Websites like TechCrunch and Mashable use isocket to package up their guaranteed "Class 1" inventory and sell it directly to advertisers, using our self-service and in-house sales teams tools. We also run – the easiest way for advertisers to find and buy premium ad spots directly from hand selected publishers. BuyAds also offers the industry first API to programmatically find and buy guaranteedadvertising, used by the world’s largest DSPs and agencies. isocket is an early stage, funded startup in Silicon Valley. We’re backed by some of the world’s best investors, including DFJ, SoftTech, Founders Fund, and Blumberg Capital.



Maxifier is a leading online advertising technology provider, working with premium publishers and ad networks to increase advertising effectiveness, maximise campaign performance, drive greater inventory value and give them a competitive advantage.

From its offices on three continents, Maxifier empowers its clients to unlock and maximise the value of their total inventory. Using Maxifier’s ADMAX solution, companies can improve campaign and inventory performance to help drive higher yields and deliver optimum revenues and margins.

Maxifier’s cutting-edge solution encompasses advanced ad optimisation and inventory management, coupled with a business intelligence engine, all delivered on a single interface. From measuring and optimising campaign performances, forecasting and managing global inventories, developing new advertising packages and increasing sales and profitability, Maxifier benefits all areas of the business, including ad operations, commercial teams and senior management. To date it has managed more than 70 billion impressions for leading publishers and media companies including Forbes, The Guardian, Channel 4 and Bauer Media, empowering them to deliver maximum value and ROI for their clients. For further information please visit