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Specific Media Press Kit
Specific Media
Press Kit
© 2011 Specific Media LLC. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.
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At a Glance
In 1999, Specific Media was created with one primary purpose: To make advertising
more intelligent and efficient. Since then, the company has focused on learning about
consumers and leveraging that knowledge to increase the efficiency of advertising by
connecting relevant ads to receptive audiences. Today, Specific Media is a digital
media company driving viewership for content owners, engagement for brands and
relevance for consumers. With capabilities spanning original programming, cross-
channel distribution and addressable advertising, the company connects audiences,
content and brands, adding meaning to each touch-point. As people discover new
ways to consume content, Specific Media creates impactful media experiences no
matter where they are.
Stats & Facts
• 500 employees globally
• Reach to 170 million consumers in the U.S. and 400 million globally
• Consistently ranked among comScore’s top-ten display and video networks
• 10 billion U.S. impressions served monthly
• Works with 152 of the top 200 brands, including Ford, Kraft and Walgreens
© 2011 Specific Media LLC. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.
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The Core Business
End-to-End Digital Media Company Specific Media is leading the next phase of digital media by integrating content, cross-channel distribution and unparalleled analytics to offer the world's first end-to-end solution for content owners and brands
Audience The digital world enables smarter media planning because digital fosters a warehouse
of information about what people like, what they respond to and how they prefer to be
communicated with. Specific Media gains this level of insight by analyzing aggregate
anonymous media consumption and web traversal data, and uses this knowledge to
address audiences with relevant content and brands.
Content Whether it’s text-based news, a music video, an original web-based program or
streaming audio of the latest hit, Specific Media has content for everyone. Producing
and syndicating informative and entertaining digital content, Specific Media engages
consumers with content that is relevant to their lives and provides brands opportunities
to make lasting impressions through embedded product integration and innovative
digital advertising.
Distribution Specific Media distributes content across multiple channels, including online, mobile
and IPTV, enabling seamless connectivity to reach today's increasingly fragmented
audience. With a global network of distribution partners that collectively reach more
than 300 million consumers every month, Specific Media has the distribution needed to
keep clients top of mind.
Impact Using the company’s extensive consumer data and leveraging partnerships with
leading audience measurement services, Specific Media’s dedicated in-house
analytics team provides clients with a cumulative view of campaign effectiveness. Pre-
campaign analysis combines research with actionable insights about audience
segments, while post-campaign audits provide a complete picture of the markets
reached, how effectively they were covered and what modifications might improve the
performance of future digital initiatives.
© 2011 Specific Media LLC. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.
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Logistics Specific Media Headquarters 4 Park Plaza, Ste. 1500
Irvine, CA 92614
Phone: 949.861.8888
Fax: 949.861.8990
Sales Offices • 9 locations in the European Union
• 11 locations in the United States
• 11 countries
© 2011 Specific Media LLC. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.
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Our Team Tim Vanderhook Co-Founder, President and Chief Executive Officer Tim Vanderhook co-founded Specific Media in July 1999 when he recognized a need in
the industry for an ad network that offered premium-site publishers and delivered
efficient ROI results for advertisers. Tim was largely responsible for creating the pop-
under ad unit in 2001, when the dot com fallout began. Web publishers needed a new
source of revenue to continue operating their companies and advertisers lost sight of
the value traditional banners offered. The popular unit provided a large canvas for
advertisers to deliver their messages and a new source of revenue for web publishers.
As the Internet ad industry continued to evolve and the pop-under ad unit started to
fade in popularity, Tim shifted the company's focus toward creating advanced user
targeting technologies to support all standard IAB ad units.
Since 2002, he has developed one of the most advanced ad serving platforms in the
industry, which gives advertisers the unique ability to serve ads to users based on
demographic, behavioral, contextual and geographic data across the web's most
popular brand publishers.
Today, Specific Media's Premium Network boasts the biggest roster of brand
publishers on the web. Tim is responsible for the strategic direction of Specific Media
and communicating the corporate mission to external audiences.
Chris Vanderhook Co-Founder, Chief Operating Officer As Specific Media’s chief operating officer, Chris is responsible for the strategic and operational leadership of Specific Media’s sales, marketing, and services organization. Before assuming his current title, Chris served as the company's Senior Vice President, overseeing day-to-day operations including all aspects of sales, media buying and ad operations. Prior to joining Specific Media, Chris was a Personal Banker specializing in small business financing at Bank of America. He became a top-ranked associate regionally and nationally for his outstanding achievement in the procurement of new business finance clientele. Chris received a BS degree in Business Administration at the Marshall School of Business from University of Southern California, Los Angeles.
© 2011 Specific Media LLC. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.
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Our Team Russell Vanderhook Co-Founder, Senior Vice President
Russell oversees the implementation of new products for Specific Media and plays a key role in maintaining the company's technological edge. Prior assuming his current title in January 2003, he served as Chief Operating Officer of predecessor, Advertisement Banners.com, where he was responsible for day-to-day operations.
Roy E. Luna Chief Financial Officer Roy Luna became Chief Financial Officer in June 2002 and is responsible for planning, implementing, managing and controlling all financial-related activities of the company. Prior to joining Specific Media, Roy was Chief Financial Officer of SSP Solutions/Litronic, a publicly traded company that provides software and hardware solutions for computer network security using Public Key Infrastructure (PKI) technology. There, he was responsible for finance and administration including the preparation of all Securities and Exchange Commission filings. Before joining SSP Solutions/Litronic, Roy was Senior Vice President & Chief Financial Officer of CareLine, Inc., a publicly traded company he co-founded, specializing in emergency medical transportation. He was responsible for raising over $125 million in venture capital, mezzanine financing and convertible debt, spearheading a $55 million IPO, and obtaining $125 million in syndicated bank debt. Prior to starting his own company, Roy was with Ernst & Young, where he gained extensive experience in accounting and financial management. He received a BA in Business Administration from California State University, Fullerton. An active CPA, Roy is a member of the American Institute of CPAs and the California Society of CPAs
© 2011 Specific Media LLC. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.
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Our Team Fabrizio Blanco Chief Technology Officer Fabrizio joined Specific Media in January 2011 as Chief Technology Officer and is responsible for all aspects of developing and implementing technology initiatives within the organization. Previously, Fabrizio served as Senior Vice President of Engineering and Chief Architect of the Fox Audience Network (FAN), News Corp.'s online advertising unit and the primary monetization arm of MySpace. At FAN, Fabrizio architected and built the world's largest display ad serving and optimization technology. Fabrizio came to FAN through the acquisition of Strategic Data Corp (SDC) by News Corp, where he served as Chief Technology Officer. SDC built the first performance optimized ad-serving system in 2000, which was utilized by several of the top ten ad networks including Specific Media. Previously, Fabrizio held different consulting roles for several Fortune 500 companies. He co-authored several pending patents, including Real Time Bidding (RTB) with Jason Knapp in 2006, which they launched into production at FAN in 2007. Fabrizio holds a BS and MS degree in Computer Science from University of Catania, Italy.
Colin Petrie-Norris Managing Director - International Colin Petrie-Norris joined Specific Media in 2008 as Managing Director – International. Petrie-Norris' responsibilities include managing Specific Media's portfolio of international business and overseeing European growth and expansion into new territories. As Specific Media continues its strategic growth in Europe and builds on its current market share, Petrie-Norris will spearhead the development of the company's rapidly growing client base across the region. Prior to Specific Media, Petrie-Norris served as Chief Operating Officer of Advertising.com's International Division, where he oversaw the company's operations in UK, France, Germany, Spain, Norway, Sweden, Netherlands, Finland and Denmark. Petrie-Norris developed and executed a successful realignment business strategy for Advertising.com Europe through the centralisation and restructuring of operations, process re-engineering, creation of client services, the formation of advanced analytical teams and pioneering numerous technology advancements. Before joining Advertising.com, Petrie-Norris was Business Manager at Capital One in Johannesburg and in Nottingham, UK where he piloted the first credit card in the South African market specifically targeting the underserved segment and launched a secured-credit card product for the UK market respectively. Petrie-Norris received a bachelor's degree in Civil Engineering from the University of Cape Town in South Africa and is an accredited professional engineer.
© 2011 Specific Media LLC. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.
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Our Team Jon Schulz Executive Vice President Jon Schulz joined Specific Media in 2008 as Senior Vice President of Global Category
Development. In his current role as Executive Vice President, Jon is a key contributor
to overall company strategy and direction, and leads company efforts developing
strategic relationships within global categories throughout the United States and
Europe.
Jon joins Specific Media from Ford Motor Company, where he worked for more than
12 years in a variety of functions, including brand management, marketing
communications, field sales, regional marketing, website development, direct
marketing, incentives planning, field operations and dealer relations. Most recently, Jon
headed Digital and Direct Marketing for Ford, Lincoln and Mercury brands where he
was responsible for online and emerging media, dealer digital integration, brand
websites and direct marketing. Prior to that, Jon was Brand Manager for Mercury car
lines where he was responsible for marketing communications, pricing and packaging.
Before joining Ford, Jon held several Information Technology positions at Eli Lilly and
Company.
Jon has an MBA in Marketing from Indiana University and a BS in Management
Information Systems from Central Michigan University.
Matt Wasserlauf Executive Vice President, Video Platform and Services Matt Wasserlauf became Specific Media’s Executive Vice President, Video Platform and Services following the company’s acquisition of Broadband Enterprises (BBE) in October 2010. Matt is responsible for the overall strategy and direction of the video platform. Matt brings 20 years of media and advertising experience to Specific Media’s executive team. Prior to joining Specific Media, Matt established BBE, a premier online video provider, in April 2004. Under his leadership, BBE emerged as one of the few full-service broadband companies offering online video advertising, original programming, and a video advertising technology platform known as VINDICO™. Before forming BBE, Matt spent four years in television as Vice President of Sales at The Feed Room, now a division of Kit Digital. There, he helped lay the foundation for today’s streaming video advertising industry and generated millions of dollars in revenue. Previously, Matt served as Director of Sales for CBS.com, where he delivered more than $10 million annually in revenue. He also spearheaded corresponding website ad sales for CBS network programs, including Survivor and The Late Show with David Letterman. Matt earned an MBA degree from the University of Chicago Graduate School of Business and a B.S. in Marketing from Indiana University.
© 2011 Specific Media LLC. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.
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Our Team Jason Knapp Executive Vice President, Product Jason is Specific Media’s Executive Vice President of Product and is responsible for managing the market and product strategy for Specific Media’s diverse portfolio. Prior to joining the company, Jason served as Vice President of Monetization Products at the Fox Audience Network (FAN), News Corp.'s online advertising unit. There he led a number of critical initiatives including product managing the creation of News Corp.'s ad serving and optimization system, one of the world's largest such systems used globally by both FAN and MySpace. Jason joined FAN from Strategic Data Corporation (SDC), which was acquired by News Corp in 2007 to launch News Corp's advertising technology efforts. Jason was part of the founding team and led product management, sales, and support of SDC's ad serving and optimization platform, utilized by many of the top online advertising companies including Specific Media. Prior to helping launch SDC in 1999, Jason consulted to top technology companies including Intel, HP and Microsoft, helping them accomplish major strategic initiatives. He also has several pending patents, including Real Time Bidding, and serves as an advisory board member to a number of Internet start-ups. Jason earned his MBA at the Anderson School at UCLA.
Drew Bordages Senior Vice President, General Counsel Drew Bordages is Specific Media’s Senior Vice President, General Counsel. In this role, Drew oversees the company’s global legal affairs and spearheads the company’s data protection and privacy efforts. Drew joined Specific Media from Gibson, Dunn & Crutcher LLP where he served as corporate counsel to a variety of public and private companies, focusing on mergers and acquisitions, strategic investments, securities offerings and general corporate advice. Prior to earning his law degree Drew was active in politics, serving as a grass roots campaign staffer on both local and national political campaigns. Drew holds a Bachelor of Arts degree in political science from the University of Southern California and earned his law degree magna cum laude from the University of San Diego School of Law.
© 2011 Specific Media LLC. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.
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Recent News
What We’ve Been Saying
Specific Media Acquires Myspace
June 29, 2011—Specific Media, a digital media company, today announced its
acquisition of Myspace, a leading social networking destination for consumers,
celebrities and artists. As part of the deal, Emmy and Grammy winning artist Justin
Timberlake will also take an ownership stake and play a major role in developing the
creative direction and strategy for the company moving forward. Specific Media and
Timberlake plan to unveil their vision for the site in an exclusive press conference later
this summer.
Specific Media Sees Major Jump in Online Video Effectiveness
June 23, 2011—Specific Media, a next-generation media platform company, today
announced that its advertisers have seen a dramatic increase in the effectiveness of
their online video campaigns. Less than a year ago, Specific Media acquired online
video company BBE and promised to deliver the “the best of both worlds” to brands
by applying the targeting capabilities of its display business to the engaging video
format. Findings from an internal benchmark report reveal that, as a result of applying
targeting to video, video advertising click-through rates increased 21 percent and
view-through rates jumped 46 percent in Q1 2011.
Specific Media Appoints Former P&G Global Marketing Executive to Lead CPG
Category
May 18, 2011—Specific Media, a next generation media platform company, today
announced the appointment of Vic Catalfamo as global category lead, consumer
packaged goods (CPG). Bringing more than 20 years of product and digital marketing
experience in the CPG industry, Catalfamo will oversee Specific Media’s business
development, marketing and sales strategy for the company’s CPG customers.
© 2011 Specific Media LLC. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.
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Recent News What Others Have Been Saying About Us
Why Tim Vanderhook Paid $35 Mil for MySpace (Q&A) - Hollywood Reporter
July 13, 2011—The Specific Media CEO details his plans for the troubled social
network, including persuading Justin Timberlake to join. Few in Hollywood had heard
of Specific Media, an online advertising network led by CEO Tim Vanderhook, until it
came out of left field in late June to buy News Corp.’s troubled social networking
platform MySpace for $35 million. The Irvine, Calif.-based company then shocked
many by naming actor/pop star Justin Timberlake as a minority investor and creative
force.
Specific Media's MySpace Deal: Transforming An Ad Net Into A Media Company –
paid Content
July 5, 2011—Even before serious talk began that MySpace (NSDQ: NWS) was in play,
Specific Media co-founder and CEO Tim Vanderhook was looking for an acquisition
that would transform the company from an online ad network to a media company. “A
year ago, me and my brother [Specific Media co-founder, COO] Chris felt we had built
a pretty great digital business, but we also wanted it to be bigger,” Vanderhook told
paidContent.
Specific Media's CEO Explains MySpace Buy - CNBC
June 30, 2011—Specific Media is a successful ad platform—why on earth would it
want to get involved in the money-losing sinkhole that is MySpace? That's exactly the
question I asked SpecificMedia's CEO Tim Vanderhook on CNBC today. He told me he
has grand plans for MySpace—to reinvent the product, building a new brand and
turning MySpace into a celebrity-driven entertainment destination.
© 2011 Specific Media LLC. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.
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The Connection
Media Relations Contact Sparkpr
2 Bryant St., Ste. 100
San Francisco, CA 94118
415.962.8200
Meredith Obendorfer
415.321.1882
Email Us General Inquiries: [email protected]
Media / Sales Inquiries: [email protected]
Support / Tech Issues: [email protected]
Account / Billing: [email protected]
Publisher Sign Up Information: [email protected]
Advertiser Sign Up Information: [email protected]
Human Resources: [email protected]
Privacy: [email protected]
Quick Links Website: http://specificmedia.com/
News Room: http://specificmedia.com/news
Case Studies: http://www.specificmedia.com/insights/case-studies
Executive Bios: http://www.specificmedia.com/about/the-team
Office Locations: http://www.specificmedia.com/contact/office-locations
