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Appendix: Participant list and related readings from the sponsored content summit

Related reading

We recommend the following resources and articles that were based on or closely related to our sponsored content summit discussion.

Defining and mapping the native advertising landscape
This report by Altimeter analyst Rebecca Lieb, one of our summit participants, is an efficient and insightful summary of what native advertising is, who the stakeholders are, and the keys to doing it well.

The push to define, guide ‘native advertising’ intensifies
Dena Levitz writes about key insights from the summit and what’s happening in native advertising trends.

Why native advertising is the opposite of porn
Mashable’s Todd Wasserman summarizes some of the valuable things he took away from the summit discussions.

Summit participants

Kelly Andresen
Director, Ad Innovations and Sales Planning, The Washington Post

Kelly is responsible for innovative sales strategies across digital, mobile, video and social channels for Washington Post Digital. She directs a team that develops and implements custom, multiplatform digital ad solutions. She also has worked in marketing for Sirius/XM radio.

James Byrd
Director of Digital Yield, Star Tribune

James has been with Star Tribune in Minneapolis-St. Paul since 2011. He is responsible for the overall effectiveness, monetization development and revenue management of all digital channels and inventory sets; and oversees the establishment of rates, budget and prioritization of direct advertisers and indirect partners.

Alec Dann
Vice President, Media Operations, FierceMarkets

At the D.C.-based firm, Alec manages technology, design, audience development, ad operations, events and custom publishing; and leads new cross-market product initiatives. He also has worked at Networked Media, Hanley-Wood Business Media, and PostNewsweek Tech Media.

Rebecca Davis
Executive Vice President, Group Head, Ogilvy

Rebecca leads Ogilvy’s digital practice in D.C., which includes strategists, designers and developers in brand management, government and NGO sectors. She previously served in management positions at Discovery Communications and HSN.com.

Ken Ericson
Director, Content Marketing, Xerox Corp.

Ken has been with Xerox since 2008, now leading the corporation’s content marketing initiatives with responsibility for content strategy, planning development and measurement. Xerox’s content marketing sites include HealthBiz Decoded, along with XeroxVoice on Forbes.com

Stuart Feil
Custom Publishing Director, AdWeek

Stuart manages custom publishing and content strategy operations, including themed sections related to advertising and marketing. He also oversees Adweek content development, from conception to publication. He formerly was editorial director of Forbes Insights, the strategic research practice of Forbes Media.

Jennifer Flanagan
Director of Content Marketing, Digital First Media

Jen manages Digital First Media’s custom content strategy and operations, including product development and marketing, creation of brand solutions and program execution. She also has worked for McClatchy Interactive and SAY Media.

Tessa Gould
Director, HuffPost Partner Studio, Huffington Post

As leader of the Huffington Post’s Native Ad Products team, Tessa works with advertisers to create and/or curate custom content. Prior to joining HuffPost in June, Tessa was a senior manager in strategy and operations for AOL.

Todd Handy
Vice President, Digital Business Development and Advertising Products, Deseret Digital Media

Todd is responsible for DDM’s inside sales team, ad operations and strategy. His experience includes senior executive management roles in business development, sales, marketing, operations, strategy and information technology.

Eric Harris
Executive Vice President, Business Operations, BuzzFeed

Eric, who is responsible for all business operations and partnerships at BuzzFeed, was one of the company’s first employees and has been a key figure in growing the site’s relationships with publishers and brands. Eric also has been a vice president at Operative and operations director at The Washington Post.

M. Scott Havens
President, The Atlantic

The Atlantic, the flagship property of Atlantic Media, was founded in 1857 as a magazine about “the American Idea.” Today, Scott leads the magazine as a multimedia ideas platform encompassing politics, business, urban affairs, technology, the arts and more. Scott formerly was executive director of Condé Nast Business Media and a founder of Portfolio.com.

Anna Heatherly
Manager, Mobile Ad Sales, The Washington Post

Anna oversees advertising revenue and product development for The Washington Post mobile sites and smartphone/tablet apps. Previously, she was ad innovations manager for Washington Post Digital, and is a former Edelman account executive.

Mark Howard
Chief Revenue Officer, Forbes Media

Mark is responsible for the U.S. and European digital and print sales organization, marketing and advertising solutions. Previously, he was Senior Vice President of Digital Advertising Strategy. Mark also held sales positions at Inc. and Fast Company magazines.

Samuel Huxley
Senior Vice President, Digital, FleishmanHillard

Sam Huxley specializes in digital marketing, specifically working with clients in the public affairs and consumer sectors. He brings an extensive background in helping organizations embrace online as part of the communications strategy. Among his previous roles, Huxley created the Strategy & Insights team at New Media Strategies and served as a director for creative strategy at Young & Rubicam.

Scott Karp
CEO and Co-founder, Publish2

Scott Karp is the co-founder and CEO of Publish2, a company that offers an advanced technology platform for native advertising. Publish2 is focused on overcoming the barriers to scaling native ads, with content automation, editorial control, and CMS integration. Scott also writes Publishing 2.0, a widely-read and respected blog that takes an incisive look at how technology is transforming media. He was previously the director of digital strategy for Atlantic Media.

Kimberly Lau
Vice President and General Manager, The Atlantic Digital

Kim oversees strategy and operations for The Atlantic web properties, digital products and magazine circulation. She previously was Vice President, Business Development and Partner Relations at Hearst Magazines Digital Media.

Christopher M. Lee
President, Deseret Digital Media

Chris became president last year at Deseret Digital Media, which operates digital media properties including ksl.com, deseretnews.com, utah.com and more. In addition, through its Deseret Connect brand, DDM offers content and tools through syndication to many other news organizations around the country.

Max Levy
Integrated Marketing Manager, The Atlantic

Max works with sales and design teams to develop proposals for ad campaigns. From sponsored content created in-house to banner campaigns, he helps take the project from the initial brainstorm to successful execution online and in print.

Rebecca Lieb
Analyst, Altimeter Group

In her research, Rebecca covers digital advertising and media, an area that encompasses brands, publishers, agencies, and technology vendors. Rebecca also was vice president and editor-in-chief of The ClickZ Network for more than seven years. For a portion of that time, she also ran Search Engine Watch.

Stephanie Losee
Managing Editor, Dell Global Communications

Stephanie directs Dell’s editorial content strategy. She is a former writer at Fortune and editor at PC Magazine, and a co-writer of two nonfiction books. Her essays and articles have appeared in several anthologies as well as in the Oprah Magazine, The Los Angeles Times, Forbes, Salon.com, the Huffington Post and The San Francisco Chronicle.

Chad Mumm
Creative Director, Vox Media

Vox Media is a fast-growing online publisher whose properties include SB Nation, The Verge, and Polygon. Chad oversees Vox Creative, the company’s advertising and creative services group made up of designers, storytellers, directors, editors, and coders developing innovative brand advertising products and creative campaigns. In 2011, Chad launched Vox Studios, a full-service production group.

Mike Orren
President, Speakeasy

In 2012, Mike started SpeakEasy, a content marketing and social media firm specializing in creating and enhancing local brand communities and then leveraging those relationships to create sales. SpeakEasy is a joint venture of The Dallas Morning News and Slingshot LLC.

Lee Peeler
President and CEO of the Advertising Self- Regulatory Council and Executive Vice President, National Advertising Self-Regulation, Council of Better Business Bureaus

Lee is responsible for leading the advertising industry’s system of self-regulation, and oversees the operation of ASRC’s investigative and appeals units.

Michael Perlman
Senior Vice President, Media Practice, at Millward Brown Digital (formerly Compete)

At Millward Brown Digital, Mike oversees the company’s practice area focused on agencies, ad networks, and publishers. Millward Brown Digital is a global research agency that specializes in advertising, strategic communication, media and brand equity research.

Loren Ferré Rangel
General Manager of GFR Media’s commercial platform, ÍNDICE

This new media product focuses on a young, urban and digital audience. Loren previously served as Vice President of Strategic Alliances at the Puerto Rico-based GFR Media, with a special focus on maximizing client relations and their digital strategies.

Erik Requidian
Assistant Director of Sales, Intermarkets

In April, Eric joined Intermarkets, which specializes in digital advertising solutions for agencies, advertisers and publishers. Previously he was Director, Emerging Media: Digital Media Platforms at washingtontimes.com.

Maite Ribas
Publications Director, Sales Department for GFR Media, Puerto Rico

Maite manages sales and content groups — including supplements, magazines and custom publishing — along with sales and editing for El Nuevo Día and Primera Hora.

Robin Riddle
Global Publisher, WSJ. Custom Content Studios.

Robin has global responsibility for both custom publishing and special advertising sections at the WSJ studios. Earlier, he worked for 15 years at The Economist, most recently as vice president of custom publishing and events businesses.

Steve Rubel
Content Strategist, Edelman

Steve is responsible for cultivating and creating best practices, in content strategy and piloting innovative media partnerships that blend paid, owned and earned strategies. He serves as strategic advisor to the firm’s executive committee and its clients.

Dr. Michael Serazio
Assistant Professor of Communication, Fairfield College, and author of “Your Ad Here: The Cool Sell of Guerilla Marketing”

A former journalist, Mike’s research, writing, and teaching interests include popular culture, advertising, politics, and new media. His book published earlier this year investigates the integration of brands into pop culture content, social patterns and digital platforms.

Jennifer Stenger
Director, Publisher Development, NewsCred

Jennifer works with publishers to help provide content and tools for both editorial and sponsored/native advertising products. NewsCred curates and licenses third-party content to augment editorial content and/or custom content written for advertisers.

Jorge Urrutia del Pozo
Vice President, Operations, Huffington Post

Jorge is responsible for monetization, including native advertising, product marketing, data and analytics, and international expansion. Previously, Jorge led the Operations Strategy team for AOL and was a project leader for Boston Consulting Group’s Media & Technology Practice.

Todd Wasserman
Business Editor, Mashable

Todd has been writing professionally for about 20 years. From 1999-2010, he covered the advertising and marketing industry for Brandweek; he later became editor-in-chief. He also wrote for daily newspapers and has freelanced for The New York Times and other publications.

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