The Digital Hollywood Experience

The Digital Hollywood Experience


Tom Herman, CEO, DashBid: Tom Herman has over 15 years of startup experience leading technical strategy, software architecture, fundraising and international mergers and acquisitions. Previously, Tom served as the COO and Vice President for Product Strategy at JumpTV (TSE:NLN), the world‘s largest online television broadcaster, where he developed JumpTV’s first advertising supported products. Tom also served as VP of Product Marketing for ooVoo Inc., an IP video conferencing company focused on social video networking and mobile video chat. Tom was the co-founder, and Chief Technology Officer of govWorks, Inc., a NY-based company that pioneered the global e-government marketplace. The govWorks transaction-processing middleware products web-enable state and local government transactions such as traffic infractions and tax payments, business and recreational permit applications, government records retrieval and voter registration. Under Tom’s guidance, the firm designed, built, and launched the proprietary e-commerce payment engine to serve the $500 billion municipal payments market and a government resource portal rated “Best of the Best” by Forbes Magazine.  Tom graduated from Bates College with a degree in Psychology and Computer Science.


Jason Bercovici, Senior Manager, Creative Strategy, Exponential: As Exponential’s Sr. Manager, Creative Strategy, Jason Bercovici is responsible for leading go-to-market strategy for Exponential’s video and brand engagement solutions as well as playing a key role in product development and internal operations. Prior to this role, Jason held sales roles at TubeMogul and zVents. Jason holds a BS for International Business from the University of Maryland.


Jay Prasad, Chief Business Officer, VideoAmp: Jay Prasad’s extensive background in TV, digital video, mobile and data-driven advertising makes for a unique combination of digital media and ad technology experience. He has held strategic business development and management roles with Yahoo!, FreeWheel, Ernst & Young and VP of global business development at TubeMogul. Jay leads a team at VideoAmp that helps partners and clients envision, plan and execute cross-screen video advertising initiatives, implement TV technology integrations and leverage data science to measure actual sales impact for brands. Jay earned his BBA in Marketing, International Business, and Risk Management from the University of Wisconsin-Madison, and studied International Business and International Political Economics at the London Business School.


Mark Popkiewicz, Chief Executive Officer and Director, Mirriad Limited: Mark serves as Chief Executive Officer and Director of Mirriad Limited. Mr. Popkiewicz has extensive executive experience in high growth companies and has grown businesses from small to large and from local to global market leadership globally, having set up 30 operations around the world. With extensive executive experience in high growth companies such as Eicon Network, SDX Business systems, Lucent Technologies, Mobile Media, and BBC Ventures Group. He also served as Managing Director at BBC Vecta.


Chris Shively is the Senior Manager, Global Business Development at true[X], the company that created engagement advertising to provide on demand interactive ads to match the modern day consumers on demand digital world. Chris works with publishers to develop, implement, and customize ad products focused on providing a better user experience and properly valuing the attention premium content captures, solutions that attracted the attention of 21st Century Fox and led to their acquisition of true[X] in 2015. Chris has long history of leading innovation in the consumer space, with past roles covering everything from building small hardware startups to running special projects that brought in a $60MM P/L improvement for Pepsi/Frito-Lay. He got his start leading small teams in challenging environments while serving in the US Army, acting as squad leader, quick reaction force team leader, and combat vehicle recovery team leader while deployed to Iraq. Chris holds a bachelor’s degree in Economics and a MBA with a marketing focus, both of which he received from UCSan Diego while running a search and rescue team for the California National Guard and working full time in a variety of roles for Pepsi and other firms. In addition to startup and advertising topics, feel free to ask Chris questions about truck engines, building and racing motorcycles, his time spent pursuing a professional skateboarding career, and the best way to get an injured person off of a mountaintop.


Tracey McCormack  is the Founder & President of McCormack Media Services LLC  (, a modern media and sales training firm. She has been in the business of media buying, selling, and training for over 20 years and possesses a wealth of experience in all forms of media sales, buying, strategy and platforms, with core competencies in cross-platform media and sales training.  Her professional experience span both agency and network sales including radio, local TV, national cable, cross-platform video, Hispanic media, start-up networks, and executive management. Her commitment to the future of the media industry is exemplified by her more than 20 years as an adjunct professor at UCLA Extension.

Thursday, October 20th, 2016

9:00 AM - 10:00 AM

Track I: Herscher Hall, 3rd Floor, Room 303-304, Live Webcast

Innovation in Video Advertising: Enhancing Brand Experience - Maximizing Revenue in Syndication, Ad Insertion and Live Streaming

Jason Bercovici, Senior Manager, Creative Strategy, Exponential

Jay Prasad, Chief Business Officer, VideoAmp

Tom Herman, CEO, DashBid

Mike Gaffney, Chief Revenue Officer, Sharethrough

Mark Popkiewicz, Chief Executive Officer and Director, Mirriad Limited

Chris Shively, Manager, Global Business Development, ‎true[X]

Tracey McCormack, Founder & President, McCormack Media Services, Moderator


Mike Gaffney is Chief Revenue Officer at Sharethrough, where he owns all revenue and publisher platform strategy. He was most recently the CRO for Auditude, a video advertising platform acquired by Adobe in 2011. Mike was VP of Sales at Right Media, the first digital advertising exchange that was acquired by Yahoo! in 2007, where he served as the VP of their Publisher Network. His technology career began in enterprise software at Oracle and includes a 7-year tenure at where he served as a VP and was their 20th employee.