Partner Session #4: Google – Gaining Control and Transparency in the Exchange

April 18, 2012—8:30 pm


Session Sponsored by:



About the Session 



Gaining Control and Transparency in the Exchange


Michelle Sarlo Dauwalter, an industry expert that has held senior ad operations and yield management roles at NBC Universal and currently leads Google’s Total Revenue Management Consulting team, speaks to how publishers can drive operational efficiency while gaining control of their inventory and transparency into their auction buyers to avoid channel conflict in an exchange environment.



About the Speaker


Michelle Sarlo Dauwalter

Total Revenue Management Consulting Lead, Direct Partnerships



As an expert in ad sales, yield management and the display ecosystem, Michelle Sarlo Dauwalter, Total Revenue Management Consulting (TRMC) Lead for Direct Partnerships, leads Google’s integrated consulting offering to top-tier publishers, helping them leverage new monetization opportunities across their web and mobile properties. The TRMC team consults with publishers on strategic recommendations for direct sales as well as on tactical implementations across AdX, AdSense and Admeld, to support indirect sales. Prior to Google, as Director of Yield Management at NBC Universal, Michelle built out the yield management team from the ground-up and created a sizable secondary sales channel for the company's web, mobile, video, and newsletter inventory. She has also held media planning, account management and business development roles at Ogilvy One, iVillage and Yahoo. Michelle holds a Bachelor of Arts degree in Psychology from Cornell University and an MBA from New York University's Leonard N. Stern School of Business.


About the Sponsor


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.