Final Program

As of March 3, 2016 *Subject to Change

12:30 p.m. – Registration Opens
1 p.m. – Conference Sessions
5:30 p.m. – Networking Reception



1 p.m.
Opening Remarks

Guy Finley, Executive Director, MESA
Harold Geller, Chief Growth Officer, Advertising Digital Identification LLC (Ad-ID) and Conference Chair
Mary Yurkovic, Director, Smart Content Council and Conference Chair

1:15 – 1:20 p.m.
Conference Welcome Remarks

Kathy Weidman, Senior Vice President and General Manager, Metadata, Rovi

1:20 – 1:35 p.m.
The Impact of Smart Content from Concept to Distribution

Connecting all the data and content across the digital supply chain has never been more important . . . or closer to reality! This opening session looks at the big picture of Smart Content and highlights organizations who are putting it all together and making an impact not only in who we work with around content but in the experiences we can now create for our users and fans.
Matt Turner, Chief Technology Officer, MarkLogic

1:35 – 2 p.m.
Opening Conversation: Why Should We All Be “Mad” About Metadata?

Metadata is an enabler of so many things in Media and Entertainment, Ad-ID and EIDR are our “domain specific registration authorities”, and have seen tremendous uptake. However, there is lots of work to do to leverage the progress. This insightful conversation will set the stage for our conference sessions and discussions as well as present our collective supply chain with a distinct call to action.
Harold Geller, Chief Growth Officer, Advertising Digital Identification LLC (Ad-ID) and Conference Chair
Don Dulchinos, Executive Director, Entertainment ID Registry (EIDR)

2 – 2:30 p.m.
Metadata’s Impact on Interactive Media & Advertising

Why is Metadata important to interactive media advertising? What the heck is VAST and why should we care? Video Ad Serving Template (VAST) is the Interactive Advertising Bureau (IAB) standard for structuring ad tags that serve ads to video players. VAST 4.0 includes many necessary upgrades to the transfer of important metadata about an ad from the ad server to a video player. This session looks at both the evolution of the standard as well as use cases that illustrate its importance to the ad serving ecosystem.
Moderator: Harold Geller, Chief Growth Officer, Advertising Digital Identification, LLC (Ad-ID)
Amit Shetty, Director of Product for Video and Audio, IAB Tech Lab
Mitchell Weinstein, Senior Vice President, Director of Ad Operations, IPG Mediabrands
Jonathan Watkins, Video Partner Manager, Microsoft
Julian Zilberbrand, Executive Vice President, Audience Science, Viacom

2:30 – 2:45 p.m.
All Media and Entertainment Companies Have a Big Data Problem

The term “big data” is best used to define the challenges and decision-making processes required for storing and making use of incredible amounts of data rather than describing the data itself. This issue is something all media and entertainment companies need to address as the “Three V’s” (velocity, volume, and variety) of big data are growing at exponential rates. Putting a plan in place that takes into account the unique obstacles of having media content be a large proportion of your volume is absolutely critical for creating and generating the fourth “V”: Value.
Aaron Edell, Vice President, Operations and Professional Services, GrayMeta

2:45 – 3:15 p.m.
Metadata Across the Supply Chain

Content owners need their data (and content management systems) to seamlessly connect across the entire value chain. The goal is to reduce manual and repetitive work, to streamline business processes, and allow staff to focus on creative business solutions but with thousands of files moving through company distribution pipelines every day, the sheer scale of balancing new ideas v. the reality of workflow implementation can be daunting. Our panelists will discuss the steps they are taking to capture data at creation, and work toward making data available for use by clients, other departments and partners. This session will also examine ways organizations are integrating solutions to help manage data more efficiently and collaboratively.
Moderator: Christy King, Strategic Consultant, MESA
Tris Baer, Vice President, Business Solutions, Strategy & Innovation, Prime Focus Technologies
Aaron Edell, Vice President, Operations and Professional Services, GrayMeta
Felix Cisneros, Vice President, Digital Supply Chain Operations, AMC Networks
Tony Gill, Global Director of Library Science & Information Management, Wunderman Production
Michael Jeffrey, Vice President, Client Engagement, Rovi

3:15 – 3:45 p.m.

3:45 – 4:15 p.m.
Creating an Accountable and Reliable Media Supply Chain

Panelists will present lessons learned in creating the foundation of a supply chain that actually works at scale. From foundational standards, to security protocols and interoperability best practices, this group will discuss the great work they have done, individually and as an industry, and how it must be implemented in the media supply chain.
Moderator: Mary Yurkovic, Director, Smart Content Council
Jane Clarke, Chief Executive Officer, Managing Director at Coalition for Innovative Media Measurement (CIMM)
Alanna Gombert, Deputy General Manager, IAB Tech Lab & Vice President, Technology and Ad Operations, Interactive Advertising Bureau (IAB)
George Ivie, Chief Executive Officer and Executive Director, Media Rating Council
Michael S. Zaneis, President & Chief Executive Officer, Trustworthy Accountability Group (TAG)

4:15 – 4:45 p.m.
ATSC 3.0: What Is It and What Does It Mean?

ATSC 3.0 will specify an entire next-generation broadcasting system, with the core building blocks, including transmission, video, audio, captioning, watermarking, security and personalization to name just a few. As media and entertainment transition to this new increasingly capable suite of services, we should begin to consider the impact, and prepare for it.
Moderator: Harold Geller, Chief Growth Officer, Advertising Digital Identification, LLC (Ad-ID)
Mark Corl, Vice Chair of the Personalization and Interactivity Implementation Team, Advanced Television Systems Committee (ATSC)
Madeleine Noland, Consultant, Standard Technology and Development Team, Convergence R&D Lab, LG Electronics
Anne Schelle, Managing Director, Pearl TV

4:45 – 5 p.m.
Content Creation, Metadata Management and Storage in the Cloud

Cloud-based solutions to enable the media supply chain from content creation thru distribution are needed to meet the demands of the media industry. Microsoft will discuss how to deliver scalable media solutions from the Microsoft Cloud data centers worldwide and provide a view of current Microsoft Research projects around metadata.
Scott Bounds, US Media & Cable Industry Lead, Microsoft
David Catzel, Media & Entertainment Infrastructure Lead, Microsoft Developer Experience Group, Microsoft

5 – 5:30 p.m.
The Business of Analysis

How are new forms of metadata about content being used by analyst teams? What kinds of new revenue are possible from production metadata? How are producers using metadata to affect storylines? How is advertising changing as a result of data captured during production?
Moderator: Guy Finley, Executive Director, MESA
Cameron Davies, Senior Vice President, Analytics, NBCUniversal
Brian Hughes, Senior Vice President, Audience Analysis Practice Lead, Magna Global
Fabio Luzzi, Vice President, Advanced Analytics & Data Science, Viacom
Priya Rajagopalan, Vice President, Product Management, Rovi
Matt Turner, Chief Technology Officer, Media and Publishing, MarkLogic

5:30 – 6:30 p.m.

  • register

      On-line Registration is now closed – On-site available

  • Presented by


  • Diamond Sponsors

  • Gold Sponsor

      Prime Focus Technologies (resized)

  • Bronze Sponsor


  • Association Partners



      CIMM Logo Cropped






      HITS-Society logo small




      Smart Content Council Logo 250x130
  • Produced by

  • last year’s event

      MM NY Button