:: Sunday, January 21, 2018 ::

The 2nd annual Media Sales Symposium, happening January 21-23, 2018 at the Marriott Marquis in San Francisco will boast two days of impactful sessions and networking all focused on the future of media ad sales.

5:00 – 6:30PM Welcome Cocktail Reception / Registration

:: Monday, January 22, 2018 ::

8:00 AM Breakfast / Registration

8:30 AM Day 1 Opening Remarks
Mark Gorman, CEO, Matrix Solutions

9:00 AM Advertising Fragmentation, Emerging Revenue Channels for Media Sales
This keynote presentation will look at four current and emerging digital platforms — OTT, voice, messaging apps/bots and social media — to see how digital revenue opportunities are taking shape there. Case studies will illustrate how specific media companies have tackled the new platforms and found nascent revenue channels, as well as future prospects as the platforms mature and command larger audiences and engagement.
Michael Depp, Special Projects Editor, TV NewsCheck

10:00 AM Break

10:15 AM Monetizing Digital
Focused on how local broadcasters monetize both their O&O digital properties along with using audience extension products.
Rick Rogers, VP,
Group Director, Adobe Advertising Cloud
Moderated by David Buonfiglio, VP Digital, Cordillera Media

11:15 AM Case Study: The Media Sales Organization of the Future
In the rapidly changing media industry, revenue leaders have an opportunity to win, but it is critical to have the right sales organization in place. This presentation will highlight current challenges and opportunities for achieving revenue growth and how leaders can enable their sales organizations to succeed.
Matt Bartels, Principal, The Alexander Group

12:00 PM Lunch

12:30 PM Networking + Table Talks Luncheon

1:15 PM Case Study: Building a Stellar Team Bench
Many media companies complain about their lack of quality sellers – both in attracting and retaining them. Hear how some media companies have taken on and overcome this challenge.
Laurie Kahn, President, Media Staffing Network

1:30 PM Moving Linear TV to Programmatic
With the continuous surge of new digital advertising opportunities and advertisers wanting to target their audiences across multiple platforms, it begs the question: What’s next for linear TV advertising? Moving linear TV advertising to programmatic will enable media companies to better align cross-platform workflows, providing greater transparency, operational efficiency, and the opportunity to capitalize on increased ad revenue.
Tiffany Lee, Senior Director Inventory Partnerships, The Trade Desk
Clare Dunnett, VP Client Success, Telaria
Archie Gianunzio, VP Sales & Marketing, Videa
Moderated by Advertising Reporter, Patrick Kulp

2:30 PM Break

2:45 PM How to Drive Local Buys – Agency Perspective
Focused on providing the local audience results in a more “automated, national buy” – getting those viewers easier.
Jonathan Steuer, Chief Research Officer, Omnicom Media Group
Jay Prasad, Chief Strategy Officer, VideoAmp
Paul Alfieri, CMO, Cross MediaWorks
Joe Lampert, EVP Media Practice, Edge Technology Services

3:45 PM Centralizing Workflow Data to Gain Transparency
Rob Elder, EVP, Group Nine Media

4:45 PM Day 1 Closing Remarks
Brenda Hetrick, CRO, Matrix Solutions

5:00 PM Happy Hour at the View Lounge (39th floor of Marriott Marquis)
Sponsored by

:: Tuesday, January 23, 2018 ::

8:00 AM Breakfast

8:30 AM Day 2 Opening Remarks
Mark Gorman, CEO, Matrix Solutions

9:00 AM The Convergence of Ad Currency
The proliferation of new ad mediums has brought to light the need to adopt a common currency when it comes to measuring advertising from sales and operational perspectives. What are the necessary steps to arriving at a convergence? How can we get there reasonably and effectively? Panelists will offer varying viewpoints to the subject, while also highlighting the technical requirements needed to advance to an agreed upon common currency.
Geoff Blumenthal, Product Manager, Local Station, Sintec Media
Sarah Foss, Chief Product Officer, Advertising Management Systems, Imagine Communications
Mark Gorman, CEO, Matrix Solutions
Mike Haight, Executive, Infinitive
Mike Kelly, VP TV Sales, Wide Orbit
Joe Lampert, EVP Media Practice at Edge Technology Services

10:15 AM Break

10:30 AM Success Leaves Clues Showcase
In this session, attendees will hear first-hand advertising campaign success stories from media ad sellers and learn what selling characteristics are synonymous with success.
Diane Hayes, President, Diane Hayes Sales Training & Consulting

12:00 PM Lunch

12:30 PM Matrix Solutions | Vision + Monarch Overview

1:00 PM Addressable TV Advertising
The ability to use data and technology to refine the way advertisers use television is very real and presents incredible benefits. The challenge is we are faced with a very complex and fragmented ecosystem. Let’s discuss how to simplify the marketplace and a provide turnkey, hassle free solutions for advertisers.
Michael Bologna, President, One2One

2:00 PM Sales Leadership Panel

3:00 PM Day 2 Closing Remarks
Mark Gorman, CEO, Matrix Solutions

New! This Year

Success Leaves Clues

Got a great idea for an advertising campaign that generated terrific results for your client and willing to share?

Now is your chance! Picture yourself presenting your advertising campaign success story at the 2018 Media Sales Symposium in San Francisco, January 21-23, 2018. The Success Leaves Clues Showcase,  a compilation of successful Advertising Campaign Case Studies designed by Local Media for their clients, will be a featured presentation during the Symposium. Each case study entry, told by the seller, will include; client name, what they were trying to achieve, the solution and the client’s results. Plus, each presentation will show the actual creative used! Selected case studies will be presented at the Symposium.

<<Learn More>>


Reason to attend Media Sales Symposium


Reason to attend 3


Matt Bartels

As Principal, Matt leads the Alexander Group’s Media and Implementation & Change Adoption practices. Matt is not only an expert in global and domestic sales compensation design, but he is a leader in the revenue growth space. Prior to joining the Alexander Group, Matt was a management consultant at Deloitte and IBM Business Consulting Services. He earned his BA in economics from the University of Chicago and an MBA from Indiana University Kelley School of Business.

Michael Bologna is the President of one2one Media, a highly specialized, independent entity that offers agencies and advertisers a turnkey solution to addressable video. Bolonga is a founding employee of one2one Media that launched in 2017. He is credited for creating and scaling addressable video capabilities with Multichannel Video Programming Distributors (MVPDs) for advertisers interested in reaching specific audiences at the household level. Bologna has two decades of television experience working with more than 200 brands and successfully growing innovation and technology in the television marketplace.

David Buonfiglio, Vice President of Sales at Cordillera Digital, has led Cordillera Communications’ development of mobile services for small/medium businesses, and now serves as chairman of their sales leadership committee. Buonfiglio builds local interactive sales teams for the future by structuring product lines and training in SEM, SEO, social media, mobile marketing, reputation management, targeted display advertising and email marketing.

michael depp

Michael Depp, Special Projects Editor for TVNewsCheck, will serve as one of the Media Sales Symposium’s keynote speakers. Michael has covered the intersection of digital media and the television industry for years, providing readers with extensive digital revolution coverage as it occurs in the industry. He also organizes TVN’s annual NewsTECHForum and Sports Video Group events, has served as a past correspondent for Reuters, as well as a contributor to NPR’s “All Things Considered,” McSweeney’s Poets & Writers, and numerous other publications and radio shows.

Clare Dunnett

Clare Dunnett joined Telaria, Inc. in 2016 to lead and grow the supply operations organization. Today she leads a Global Client Success team across supply and demand, supporting 500+ partners.

With 15+ years of digital media and publishing experience, Clare has held roles across sales and operations with a focus on strategic growth and partner success. Originally from the UK, Clare relocated to San Francisco in 2012 where she joined BrightRoll (acquired by Yahoo) to lead the Publisher Development group. She started her career in contract publishing, leading a team of Global sellers for British Airways Media. In 2005 she moved into digital Sales for AdLink Media and then to Glam Media in 2008, supporting their UK launch.

Robert Elder serves as the SVP of Sales and Advertising Solutions for Group Nine Media. He is an accomplished and well-respected digital media thought leader with 20+ years of experience driving revenue, developing strategic partnerships and capitalizing on emerging technologies. Combining his aggressive drive for results with a proven talent for building and leading top-flight sales teams, Rob works with stakeholders to build and launch new & innovative products.

Sarah Foss is Chief Product Officer, Advertising Management Systems, at Imagine Communications, where she manages a diverse, advanced media portfolio handling more than $25 billion in annual advertising revenue worldwide.

Foss brings more than 20 years of media leadership and technology experience across multiple sectors, including digital technology services, broadcast cable and network media, and advertising.  Her previous executive roles include President, Question d’Image, for Harris Broadcast; CEO at VCI Solutions; EVP, Sales and Client Services, at Encompass Digital Media; and President, Advertising, YANGAROO, Inc.

Archie Gianunzio

Archie brings to Videa more than two decades of broadcast industry experience. In his role at Videa, he is responsible for developing strategic partnerships and driving adoption of Videa’s platform and services across the local broadcast television ecosystem. He also acts as an industry evangelist by helping educate the industry about programmatic TV offerings, the need for automation and better data. Archie spent nearly twenty years with Cox Reps, optimizing sales for broadcast television station groups worldwide. He has a Bachelor of Economics degree from Boston College.

Mark Gorman, CEO of Matrix Solutions, will host the Media Sales Symposium, providing opening remarks, sharing key industry insights, and discuss the future of media ad sales technology.

Mark possesses diverse experience in private equity and alternative asset industries, bringing with him significant transactional, analytical, and marketing practice expertise. He holds a J.D. and M.B.A with an emphasis in accounting from the University of Pittsburgh, and a B.A. in both Political Science and German from the University of Pennsylvania.

Diane, President of Diane Hayes Sales Training & Consulting, is an experienced leader, trainer and motivator who bridges the divide between traditional media sales and digital media savvy.

She’s been an innovator in the Broadcast/Digital industry for over three decades with companies like Cox Media Group, CBS, Hearst, Tribune and the CBC in Canada.  She has extensive practical experience in sales, sales management, business development and digital, achieving results for both media properties and their clients. She shares these success stories through her “Success Leaves Clues” programs.

Brenda Hetrick

As the Chief Revenue Officer, Brenda is responsible for all revenue-related operations for Matrix Solutions. Her wide-ranging professional background allows her to apply strategic sales & marketing fundamentals to any industry and provide value by offering insightful, creative solutions to grow companies, overcome hitches, or enter new market segments. She holds a B.A. in Economics and Political Science from the University of Pittsburgh and an MBA from Robert Morris University.

Laurie Kahn is Founder and President of Media Staffing Network, Inc.™, the first staffing company to cater exclusively to media sales and associated departments for full-time placement, consulting and career coaching for the Broadcast, Cable, Internet, Digital, New Media, Out of Home and Print industries. Kahn’s more than 25 years’ experience in media includes local and national sales positions in both large and small markets; turn around expertise with new formats; and local and national management positions.

In the 30+ years of media experience, Mike has worked in virtually every TV station sales capacity from AE to NSM, GSM, GM and VP of sales for a number of groups. Mike deployed a sales training program “Accelerate” in the former Lin Media stations as VP of Sales that provided the groundwork for Lin Media’s strong market shares and a high percentage of direct & new direct business. In his current role of VP TV Sales for WideOrbit for the last 3 years, he works with client partners to help grow business, leveraging traffic to programmatic and more.

patrick kulp

Patrick Kulp is a free-lance writer based in San Francisco. He previously covered digital advertising and retail as a business reporter at Mashable. His work focuses on how technology continues to transform the advertising industry and the key players at the center of those changes.

The Trade Desk

Tiffany Lee is the Senior Director of Inventory Partnerships at The Trade Desk, a global demand-side technology platform that empowers buyers of advertising. In this role, Tiffany oversees relationships with The Trade Desk’s more than 40 global inventory partners.

Tiffany has more than a decade of experience in digital and programmatic advertising and prior to joining The Trade Desk, she held a number of increasingly senior roles in the U.S., Korea and Hong Kong with AdRoll and Yahoo!

Joe Lampert

Joe Lampert is EVP for the Media Practice at Edge Technology Services, Inc., where he plays a leadership role and provides strategic advisory services across the media and advertising supply chain. An expert in media and advertising business processes and the automation of supporting business controls, he has been recognized for his broad strengths in operations and productivity improvement, new business development and strategy development.

Jay Prasad

Jay Prasad is Chief Strategy Officer for VideoAmp, The Integrated TV operating system for advertising. In this role, Mr. Prasad leads corporate strategy development and the partnership and marketing teams responsible for accelerating the industry’s move to automation and unification of TV and all forms of digital video. Mr. Prasad has led VideoAmp’s agency, broadcaster and data partnerships that were instrumental in developing new products such as ATV Ignite and it’s partnerships with Mediaocean, Comscore, and FreeWheel.

Jonathan Steuer

Jonathan manages OMG RISE, a group consolidating media and consumer research capabilities including primary and secondary research, research and data procurement, investment research and analytics and partnership research. He also develops data-driven cross-media audience-based media planning, buying and reporting solutions.


Rick Rogers is the vice president of, the industry’s leading content management system and digital services provider to media companies in the United States. partners with more than 1,700 media organizations to help deliver content in engaging ways through the web, mobile, social and video streaming services.


Diane Hayes
Town News

Interested in sponsorship opportunities?

Contact Brenda Hetrick

This conference is built for the media sales organization of the modern era.

We talk to a lot of sales organizations and one recurring theme is this: “We need to be more consultative in our sales.” It’s the future of sales. You don’t sell a single package. You find your client’s pain points and prescribe them a media package custom fit to their needs.

This conference is for someone that has ever asked…

  • How can I build a consultative sales organization?
  • What tools or technology can I use to improve sales efficiencies?
  • How can I close deals faster ?

Still not sure what to expect?

Take a peek at the 2017 Media Sales Symposium agenda to see what transpired.

The conference will focus on media ad sale trends and disruptions in the marketplace. Secure your spot for the 2018 Media Sales Symposium.


Marriott Marquis
Marriott Marquis San Francisco
hotel room

San Francisco Marriott Marquis
780 Mission St, San Francisco, CA 94103


Sound Bytes from 2017 Media Sales Symposium

“The symposium triggered some lively conversation in my sales meeting when I returned to the office.”

– Chip Fitzgerald, Director of Sales, Tribune Media

“The Media Sales Symposium was a gathering of technology pros working to advance the traditional media space.”

– Steve Chase, VP of Sales, Cordillera

“I picked up some thought provoking insights to help me sell our station in a new and evolving business climate.”

– Gregg Rawdin, Manager, Key Accounts, KUSI San Diego