Behaviorally Targeted Advertising – Holy Grail or Third Rail?

Moderated by:
Satya Patel (Battery Ventures)
Mathew Greitzer (Razorfish), Fran Maier (TRUSTe), Ingrid Sanders (TARGUSinfo), Omar Tawakol (BlueKai)
Average rating: ***..
(3.50, 8 ratings)

Panel Discussion: Behaviorally Targeted Advertising – Holy Grail or Third Rail?

Despite ongoing consumer privacy concerns, the potential issuance of FTC guidelines, and the prospect of government legislation, online data collection is fueling a new wave of behavioral targeting that may just save the online advertising industry. But, does the potential effectiveness of online behavioral targeting justify its real or perceived invasiveness? Is there potential for consumer backlash as the tracking of every mouse click continues to be debated in public forums?

Our panel, representing varying perspectives from across the advertising ecosystem, will discuss the promise and pitfalls of behavioral targeting. They will provide a reality check on the balance between privacy protection, user experience, and ad revenue and share their insights into how consumers can be encouraged to interact with web sites in more natural and mutually beneficial ways.

Photo of Satya Patel

Satya Patel

Battery Ventures

Satya joined Battery in 2007 and focuses on the Software, Consumer Internet and Digital Media markets. He is on the boards of BlueKai, BrightEdge, ChoiceVendor, Freewheel Media, LiveIntent, and Lotame and is a board observer for Angie’s List and Bazaarvoice. Satya’s prior experience spans more than a decade in online media and software, both in operating and investing roles. Before joining Battery, Satya spent several years at Google, most recently as Senior Product Manager for AdSense. Beginning in 2003, he helped to build the AdSense business through various partner development and product management activities. Before Google, Satya was a Senior Product Manager at DoubleClick, leading the company’s efforts in the search marketing business. Satya also worked on various product and operational initiatives for the DART adserving platform, including with both publishers and advertisers/agencies.

Earlier in his career, Satya was a Senior Associate at Impact Venture Partners, an early stage venture capital firm based in New York, where he focused on investments in the Internet software, services and media markets. Representative investments include OpenTable and MessageOne. Satya began his venture capital career at Geocapital Partners, a trans-Atlantic technology venture capital firm. Representative investments from Geocapital include Homestore, StepStone and Geneva Technology. Satya also worked for Monitor Company, the strategy consulting firm founded by Michael Porter, as a strategy consultant in its New York and Tel Aviv offices. Satya is the co-inventor of 14 pending patents related to online advertising. He is proud to serve on the board of KIPP Bay Area Schools, a network of seven public charter schools in underserved communities.

Satya is a Founding Executive Committee Member of FirstGrowth Venture Network a network of venture and angel investors supporting first and second time entrepreneurs building exciting companies in the New York area.

Satya graduated from the University of Pennsylvania with a BS in Finance from the Wharton School and a BA in Psychology from the College of Arts & Sciences.

Visit Satya’s blog at

Mathew Greitzer


Fran Maier


Fran Maier is the Executive Director and President of TRUSTe, the leading brand in online privacy. Ms. Maier brings 15+ years of experience building consumer brands and enhancing consumer trust.

Since Ms. Maier joined TRUSTe in 2001, the independent, non-profit has evolved to expand consumer choice from websites to email and most recently consumer downloadable software. TRUSTe has strengthened its monitoring and dispute resolution activities while certifying more than 2000 websites including leading brands such as Yahoo!, MSN, eBay, AOL, Intuit, Nestle, Symantec, the NFL, and Intercontinental Hotel Group. TRUSTe has experienced consistent annual double-digit budget growth under her leadership.

Ms. Maier speaks widely on the issues of privacy, security, and trust, has appeared before the Federal Trade Commission and the US Department of Commerce, and has testified twice before the United States House of Representative’s Subcommittee on Commerce, Trade, and Consumer Protection.

As a co-founder of she established credibility, safety and trust in online dating, making the leading brand. In executive marketing roles at and Kmart’s subsidiary. Ms. Maier has both established new start-up online brands and brought blue-chip offline brands onto the Internet. She is also known for her expertise in online privacy, online marketing best practices, and marketing to women.

Photo of Ingrid Sanders

Ingrid Sanders


Ingrid leads business development for AdAdvisor® a verified audience targeting solution by TARGUSinfo®. Working closely with leaders throughout the digital ecosystem, she provides strategic support to agencies, demand-side platforms, ad networks, ad exchanges, publisher optimizers, website analytics and site optimization platforms seeking to effectively leverage 3rd party data.

Ingrid joined TARGUSinfo from Active Network, where, as General Manager Online Advertising, she was responsible for the profitability of media properties. Previously she worked with search marketing firm Acronym Media to launch new practice areas in online advertising, affiliate marketing, and website analytics. Ingrid also held the position of Director, Strategy & Research, for and spent four years working in Milan, Italy, where she lead multi-national digital marketing programs for Think S.p.A.

Ingrid holds a Bachelor of Journalism and a Bachelor of Arts from the University of Missouri-Columbia and MBA from SDA Bocconi University in Italy.

Photo of Omar Tawakol

Omar Tawakol


As Chief Executive Officer at BlueKai, Omar is responsible for the overall management, growth, and vision for the company’s groundbreaking exchange business. Prior to founding BlueKai, Omar was the Chief Advertising Officer of Medio Systems, the leading provider of mobile search and advertising solutions for carriers such as Verizon and T-Mobile. He joined Medio from Revenue Science, where as Chief Marketing Officer and General Manager he was instrumental in founding and growing the company’s leading behavioral targeting businesses, which provide services for many of the largest Internet publishers. There he was actively involved with key industry leaders in defining standards for behavioral targeting.

Omar earned Master of Computer Science and Industrial Engineering degrees from Stanford University and a Bachelor of Engineering degree from MIT. While at Stanford, he was a computer science researcher in the Stanford Logic Group as well as at HP Software Labs. Omar’s research on formalizing context was published in the American Association of Artificial Intelligence. Omar is also an active speaker and commentator on topics such as behavioral targeting, mobile advertising, and consumer privacy. He was recently listed in Media Magazine’s Media 100 for 2008.

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