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Media Summit New York, March 4 - 5, 2014
McGraw-Hill Building, 49th Street and 6th Ave., New York City
Tuesday, March 4th
12:30 PM - 1:45 PM
Session B:
Room 209
Native Advertising: Digital Advertising Industry Gets Serious About Better Advertising
Adam Ostrow, Chief Strategy Officer, Mashable
Chris Cunningham, co-founder and CEO, appssavvy
Joe McCambley, Co-Founder, Creative Director, The Wonderfactory
Gurval Caer, President, Choreograph US, WPP
Chandra Cirulnick, Sales Specialist, Windows 8 Ads in Apps, Microsoft Advertising
Michael Goldstein, Sr Marketing Manager, Industry Strategy, Adobe
Rich Antoniello, CEO, Complex Media
Shawn Gold, Advisor, Moderator

Adam Ostrow, Chief Strategy Officer, Mashable: Mr. Ostrow served as Senior Vice President of Content and Executive Editor of Mashable, Inc. At Mashable, Mr. Ostrow was responsible for the editorial management and direction of one of the most widely read blogs in the world, covering the latest technologies, trends, and individuals that are driving the current evolution of the Web. Mr. Ostrow is a new media entrepreneur, consultant, and commentator. ... Mr. Ostrow served as an Editor in Chief at Mashable, Inc. Mr. Ostrow was awarded Most Outstanding Senior in the school's prestigious Hinman CEO's program. He has been frequently quoted by mainstream media, including mentions in The New York Times, BusinessWeek, USA Today, The Washington Post, CNN, and MSNBC. Mr. Ostrow earned B.A. in Journalism from The University of Maryland.

Chris Cunningham, co-founder and CEO of appssavvy: Chris leads appssavvy, a mobile advertising technology company, with the simple goal of disrupting brand advertising by putting people at the center, using context and timing as the drivers, and closing the gap on understanding intent. He has a unique ability to see around the corner, from the rise of Facebook Apps, social gaming and native advertising. Chris sees the future and in-turn builds a business model around the growing trend. He is one of the most recognized leaders in digital advertising and has been a featured speaker at International CES, the IAB's Annual Leadership Meeting, dmexco and Web Summit, among an array of others. Chris is also a thought leader that regularly contributes to the press, including regular appearances on CNBC and Bloomberg TV. In addition, he's an active leader in the IAB, serving as the co-chair of the IAB Social Media Committee for two years and, most recently, a strong position in the Native Advertising Task Force. Chris has been named as one of the "Most Important People in Mobile Advertising" by Business Insider and has been a finalist for Ernst & Young's Entrepreneur of the Year multiple times. For insight into his unique perspective, read The New York Times' Corner Office. Chris co-founded appssavvy in 2008 and grew the company as a sales and marketing services organization to more than $20 million in annual revenue by the end of 2010 and profitable. His company has paid out more than $30 million to publishers and has enabled countless founders to drive smart advertising revenue. Not satisfied with a service only business Chris tackled his second major challenge at appssavvy towards the end of 2010 - to transform it into a technology company. Today, appssavvy is one of the most trusted and known brands in solving and improving advertising. In addition, launched in late 2011, appssavvy's mobile advertising platform is growing faster than the company's initial business and is empowering brands to reach people, within natural breaks of activities, when they are most receptive, in real-time. To learn more about this journey, read “Lessons from a Long and Painful Pivot” in Inc. Under his leadership, appssavvy, a Made in NY company, has four offices across the U.S. and is recognized as a great place to work by Crain's New York Business' Best Places to Work in NYC - an honor won in 2009, 2010 and 2011. Chris is a limited partner in Bowery Capital, a member of's and United Contests' Advisory Boards and The Young Entrepreneur Council. Learn more about him on or follow Chris on Twitter @chrisappssavvy.

Joe McCambley is creative director and co-founder of The Wonderfactory, a New York City digital design firm. Dubbed by some the ad industry's “first digital copywriter,” McCambley was part of the team in 1994 that created the first-ever banner ad. His views on seismic shifts in marketing and advertising have been featured prominently in Harvard Business Review, The New York Times, Forbes and on Fox Business News' “After the Bell.” Grounded in the axiom that the best advertising helps and informs consumers, McCambley and The Wonderfactory work with publishers and advertisers to look beyond article-based native advertising and focus more broadly on native products, which combine search, text, videos, photos, email and device-inherent features to help consumers when and where they need it. The Wonderfactory's clients, past and present, include The Huffington Post, WebMD, Coca-Cola, ESPN, AARP, Martha Stewart Living Omnimedia, The Washington Post, Zagat, and others. Besides helping to launch HuffPo, The Wonderfactory has also designed apps for The Weather Channel and TIME. Prior to starting The Wonderfactory in 2005 with creative director David Link, McCambley ran the creative studio at AOL. Before that, he was chief creative officer at Digitas and Modem Media. McCambley started his advertising career in the 1980s, working for several Boston agencies.

Gurval Caer, President, Choreograph US, WPP: Choreograph features digital, data and media expe
rts embedded together in one team, so there is more flexibility to adapt to the changing needs of consumers as they engage with brands in real time. As Wunderman’s chief innovation & marketing officer, Gurval is responsible for identifying and expanding business opportunities with our clients and creating a network-wide innovation strategy. This includes acquisitions, partnerships with media, content and technology platforms, and overseeing the development of a corresponding strategy to drive business growth for our clients. As one of the original founders of Blast Radius in 1996, Gurval oversaw the agency’s growth from a Canadian start-up to a global agency with 400 employees and 10 offices across North America and Europe. He also led the agency to many awards including Interactive Gold Clio, Cannes Lions, Flash in the Can, Forrester’s Groundswell Award in social marketing and Webby Awards. His leadership has been instrumental in establishing Blast Radius’s long-term relationships with companies including Nike, Starbucks, Nintendo, Microsoft, Jordan, NIVEA and BMW. In 2007, Blast Radius was acquired by Wunderman.

Chandra Cirulnick,
Sales Specialist, Windows 8 Ads in Apps, Microsoft Advertising: As a charter
member of the Specialist team supporting Microsoft's newest ad platform, Chandra has spent the last year evangelizing & educating the east region ad industry on Windows 8. She partners with media agencies & marketers to develop & execute ad campaigns within the Windows 8 app ecosystem & across Microsoft devices - App, Browser, Phone & Console. In addition to client consultation, her industry expertise & customer interaction help inform the development of the Windows 8 Ads in Apps product suite through partnership with Microsoft internal product, marketing, engineering & monetization teams. Prior to Windows 8, Chandra began her digital advertising career 6 years ago with aQuantive's DRIVEpm ad network, & spent 4.5 years as a Specialist in Audience Targeting & Exchange at Microsoft, creating custom targeting strategies for top-tier advertisers & agencies based in NYC. Her early career was spent in radio ad sales, at Jones MediaAmerica, now acquired by Dial Global.

Rich Antoniello, CEO, Complex Media: Rich Antoniello joined the company as CEO in 2003 and quickly established Complex magazine into a profitable powerhouse known for delivering a sharp editorial blend of pop culture and style trends. Recognizing that consumers were increasingly migrating online for content, Antoniello oversaw the company's expansion onto the web with the launch of In 2007, Antoniello formed Complex Media, Inc., a collective of 110 sites that forms a formidable hub for one of the most hard-to-reach demographics - young males - and one primed to make purchasing decisions. Antoniello has successfully navigated both traditional print and new media worlds. He has played a vital role in making Complex Media what it is today: the definitive online lifestyle portal for young, influential males seeking the latest information on products related to their core passions. Prior to joining Complex, Antoniello spent four years at National Geographic Adventure magazine, National Geographic Adventure Gorge Games in association with NBC, and Wenner Media's Men's Journal. He began his career at Saatchi & Saatchi Worldwide where he handled media planning for Proctor & Gamble, Sauza and Paddington Brands. Antoniello is a graduate of the School of Management at SUNY's Binghamton University. In his spare time, he enjoys relaxing with a fine bottle of wine. He lives in New York City with his wife and two girls.

Shawn Gold, Advisor Shawn Gold has over 19 years of experience in digital marketing and content strategy. He currently advises, a social storytelling platform and one of the fastest growing sites online. Previously he oversaw sales, marketing and content development as CMO of Inside Studios, a video and mobile app company creating shows with over 1 billion views on Youtube and MSN. Until 2007, he was CMO, head of marketing & content for MySpace. At MySpace Gold spearheaded the development and implementation of marketing initiatives and campaigns for MySpace during its growth from 25 to 110 million users worldwide. He also oversaw the expansion of popular MySpace franchises including Music, Film, Comedy and MySpace Celebrity. Prior to Myspace he was a partner and the founding publisher of Weblogs, Inc., a network of popular blogs that included Engadget, Joystiq and Autoblog, now part of AOL.