Social Or Anti-Social? The Next Generation of Online Display Ads

Moderated by:
Richard Jalichandra (Technorati)
Catherine "Cat" Spurway (PointRoll), Chris Jaffe (Yahoo! Inc.), Adam Taisch (Sprout Builder)
Social Media Marketing
Location: 2002 Level:
Average rating: ***..
(3.50, 4 ratings)

With so many social trends and enabling technologies coming together this year, many advertising experts agree that we are on the brink of one of the most disruptive times in online display advertising.

This panel will focus on four parts of the changing advertising equation:

  • The technology that is enabling the next generation of display advertising
  • How to develop and design social ads that don’t turn off customers
  • How social targeting can work for both in-network and out-of-network ads
  • How to measure ROI for social ads

Panelists will be asked to share their view of social ad innovation and their ideas for how social advertising can change the face of display. They will share examples of early innovative campaigns and evaluate their successes and/or failures.

Attendees will learn what is now possible within a standard Flash ad unit, best practices for using social graph data and how to measure success.

Photo of Richard Jalichandra

Richard Jalichandra


Mr. Jalichandra is a veteran Internet executive whose media experience includes leadership roles across the media spectrum: as a client, at an agency, as a publisher, and with an advertising network. Currently, he is the President and CEO of Technorati Media, the largest blog and social media ad network. Prior to Technorati, he worked as an M&A and strategy consultant for several Internet properties and investment firms, and served as SVP of Corporate Development for Exponential Interactive, Tribal Fusion’s parent company. Previously, Mr. Jalichandra was SVP of Business Development for Fox Interactive Media, and was the Vice President of Business & Corporate Development at IGN Entertainment (acquired by Fox Interactive), where he led the company’s M&A, business development and international activities. Before joining IGN, Mr. Jalichandra led national accounts sales at Lycos, was Vice President of Business Development at Neopost Online, served as Senior Vice President/Managing Director at Answerthink, and founded K23 Creative Services in Singapore. His early career included management roles at Ford, IBM and Siemens, and he has a B.S. in business administration from the University of Southern California and an M.B.A. from the University of Washington.

Photo of Catherine "Cat" Spurway

Catherine "Cat" Spurway


Responsible for strategically aligning opportunities, resources and divisions as well as overseeing the entirety of PointRoll’s market-facing brand positioning and communications programs, as the Vice President of Strategy and Marketing Catherine leads strategic business, client, and marketing efforts that span product and partnership development, market education, and internal team development. The driving force behind PointRoll’s innovative and effective marketing approach, Catherine strategically built the company’s marketing team in 2006 before turning the tables and working directly with PointRoll clients to further their digital goals as the Regional Director of Sales for the Southeast. Catherine successfully established and built out PointRoll’s Southeast sales office in Atlanta, leading the team in providing compelling and measurable rich media video, social and mobile programs to clients including BBDO, UPS, Disney and more.

Early in her career Cat managed direct marketing efforts for Walmart, Saks Fifth Avenue and Bergdorf Goodman, parlaying her agency and advertiser experience into a consulting director role with GailForce Communications where she did brand strategy work for clients including ALC and ARAMARK. Catherine earned a BA from Denison University and is a Member of organizations including The Georgia Executive Women’s Network, the American Marketing Association where she led a pro-bono marketing project as part of the Non-Profit special interest group, and the Atlanta Interactive Marketing Association where she served on the Board.

Photo of Chris Jaffe

Chris Jaffe

Yahoo! Inc.

Chris Jaffe leads design and research for Yahoo!’s advanced ad products in social, mobile, video, rich media, and interactive TV. His recent work includes leading design for Yahoo!’s emerging social ad products, design of numerous leading video ad formats including some now accepted as industry standards, and leading design for mobile and tablet ad experiences. Previous to his work at Yahoo!, he spent eight years as user experience consultant to diverse brands, agencies, and technology companies. He holds degrees from Cornell and the University of Arizona and lives in the San Francisco bay area.

Photo of Adam Taisch

Adam Taisch

Sprout Builder

As VP of Business Development Adam heads up the sales and business development activities for the company. He served a quick stint at Xerox before becoming the 198th employee at Yahoo! in 1997. In 7 years at Yahoo! Adam was in Operations, Sales, Business Development, Sales (again) and Product. Most recently Adam worked for Webloyalty where he helped acquire then run business development for Lift Media. With three kids under 5 years of age Adam has no free time but if he did he would rock climb, practice photography and be a part time sushi critic.

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Picture of Allison Gillespie
Allison Gillespie
04/20/2010 4:57am PDT

Looking forward to this session. Im particularly interested in hearing about the case studies and why some ads are effective and some aren’t.

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