Location-Aware Advertising: Holy Grail, Silver Bullet, or Red Herring?

Moderated by:
Joe Laszlo (IAB Mobile Marketing Center of Excellence)
Alex Linde (Yahoo!), Therran Oliphant (Polk), David Anson (AT&T)
Marketing Ballroom E
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In the early days of the wireless internet, the endgame of mobile advertising was epitomized by the cliché of a latte coupon delivered just as you walk by a Starbucks. Although mobile devices, networks, and media have improved tremendously in the past ten years, today that example rarely arises. What’s the reality of location-aware advertising today? How much value does location data add to the other ways marketers have to deliver relevant messages to the right audience at the right time? This panel of experts from the Interactive Advertising Bureau’s Mobile Committee will share a variety of perspectives on how they’re helping marketers leverage location.

Photo of Joe Laszlo

Joe Laszlo

IAB Mobile Marketing Center of Excellence

As the deputy director of the IAB’s Mobile Marketing Center of Excellence, Joe Laszlo plays a key role furthering the Center’s mission to grow the mobile interactive industry. Laszlo manages many of the IAB’s mobile standardization, best practices, research, and educational projects; provides guidance and advice for both buyers and sellers of mobile media; and oversees the IAB’s Mobile Committee and Tablet Task Force.

Laszlo served as the IAB’s director of research from Sept. 2007 through December 2010, a role in which he oversaw a variety of projects meant to illuminate the value of online advertising to a variety of stakeholders. He also managed the IAB Mobile Committee for much of that time. During his IAB career, Laszlo has led IAB projects including writing a buyer’s guide to mobile advertising and the creation of the industry’s first guidelines for mobile web ad impression counting, a joint undertaking of the IAB, MMA, and MRC.

Prior to joining the IAB, he had an eight-year tenure at Jupiter Research, where he first started researching and writing about mobile internet topics in 2000.

Laszlo holds an M.A. from the Fletcher School of Law and Diplomacy at Tufts and a B.A. in East Asian Studies from Columbia. He lives in New York City.

Alex Linde


Alex runs the mobile and tablet advertising product group at Yahoo!. His team is responsible for driving mobile support across the Yahoo! advertising ecosystem, delivering amazing ad experiences that compliment our mobile audience properties and developing the global marketplace for mobile & tablet media. Prior to joining the advertising team Alex drove the mobile platform at Yahoo! to help the company support web and app experiences on more than 5,000 different mobile devices.

Alex has spent the last 15 years in mobile – specializing in browsers, messaging and carrier services as an engineer, architect and founder of several start-ups. Initially from the United Kingdom Alex moved to the Bay Area in 2008 with his wife and four children.

Photo of Therran Oliphant

Therran Oliphant


I’ve been in the automotive industry, professionally, for the last 8 years utilizing digital technology to help accomplish the objectives of my organizations. I was integral in developing the digital sales strategy for Manheim’s Online Vehicle Exchange (OVE) and worked as a dealer consultant with Izmo Cars on website best practices, digital conversions and digital marketing campaigns. Currently, I’m the Manager of Digital Product Strategy at R. L. Polk, helping to leverage our data through all marketing channels for a truly integrated targeted marketing strategy for automotive clients.

I have a B.S. in Business Administration from Northern Arizona University and an M.S. in Integrated Marketing Communications from Eastern Michigan University

David Anson


  • Nokia
  • OnStar
  • Esri
  • AT&T Interactive
  • Google
  • Rackspace Hosting
  • AND Automotive Navigation Data
  • C3 Technologies
  • Ditto
  • Facebook
  • Factual
  • MapQuest
  • Microsoft Corporation

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