The marketing & advertising ecosystem is dangerously unhealthy, and trending in the wrong direction.Marketers, publishers, and platforms can take actions to immediately improve their bottom lines, while preparing for the impending disruptions and massive realignment of the ad & media landscapes that will re-prioritize Quality over Quantity.Emet Advisory was created to support the businesses in the advertising & marketing industry that are ready to start considering and preparing for these changes.

As an active board member, I have led our Strategic Committee, producing our Strategic Plan in Q4 2019.In 2022 I joined the Fundraising Committee, helping to plan and execute our 2022 Spring Benefit where we raised a record $300k for our scholarship fund.

- Support agency (HoldCo & OpCo) on priority tech solutions across Google’s ad buying platforms.- Breaking through inertia & friction at strategic & tactical levels to secure commitment from key stakeholders to invest in critical tech innovations needed for privacy-safe ad buying & measurement.

Sitting at the intersection of Google’s buyside sales teams & customers, the supply-side and other supporting ecosystem partners, and our own product teams, I’ve had a unique perch from which to identify market trends, risks, & opportunities related to the marketplace that DV360 plugs into to support Enterprise ad buyers (marketers & agencies), and then collaborate internally and externally to architect, prioritize, and commercialize solutions.Initially tasked with a focus on Inventory Access, I quickly recognized some nascent market trends and expanded my remit to become a specialist on Emerging Ad Formats, Inventory Quality, and how Omnichannel solutions from measurement to optimization must evolve to support an ever-changing digital ad landscape.In this role, I led the development of our Attention & Impression Quality buying (Custom Bidding) and measurement strategies & solutions, partnering with countless internal x-fn peers and external partners.

- Led our DV360 GPL team covering a variety of product areas related to Media (Automation/Optimization, Audiences, Apps, Creatives, Targeting, O&O inventory, etc.).- Oversaw product & comms strategy (IC) for Supply Path Optimization & Transparency initiatives.- Represented DV360 in x-platform & x-product forums (Audiences, Privacy, Video, Brand Measurement, etc.)

When my daughter (my first child) turned 4.5 months old, my wife returned to work, and I began my 12-week Paternity Leave - a privilege I hope many more fathers are able (and encouraged by their employers and peers) to utilize in the future.This was no less of a full-time job than my work at Google - in many ways, it was so much more.I kept a weekly blog of my (mis)adventures, with the hope of educating and inspiring future dads to jump into their new roles head-first.

Working with some of the largest DSPs (Authorized Buyers) that were plugged into Google Ad Manager, I supported all efforts (both technical & sales/commercialization) to help buyers access, discover, and transact on our ad inventory to maximize their performance/effectiveness & value.

Managed digital marketing partnerships with Healthcare (Rx & OTC) companies across all of Google's properties: AdWords, Google Display Network, & YouTube.Recipient of Gold Award - one of the top 2% of sales people in Google’s Global Business Organization

Jigsaw is an incubator within Alphabet that builds technology to tackle some of the toughest global security challenges facing the world today—from thwarting online censorship to mitigating the threats from digital attacks to countering violent extremism to protecting people from online harassment.Our team of engineers, scientists, researchers, designers and policy experts view the world through the lens of technology. Our name, Jigsaw, acknowledges that the world is a complex puzzle of challenges, and it takes a collaborative approach to solve them.

- Managed e-commerce, lead-gen, branding and B2B campaigns across multiple verticals with budgets ranging from $10k - $1M/month. Key clients included K12 Inc., Morgans Hotel Group, Diageo, and Prudential Life Insurance.- Managed cross-function teams across multiple channels to create new ways for clients to meet their business goals.- Strategized with executive teams to formulate go-to-market campaigns encompassing all facets of online marketing.- Consulted in shaping and improving proprietary tracking technology which assisted greatly in managing highly complex, scalable campaigns across multiple channels.- Coordinated with channel representatives to identify new advertising opportunities and provide clients with valuable industry intelligence including competitive reports, gap analyses and benchmarking data.

- Planned and optimized multiple programs for over 8 client accounts in various PPC platforms. Responsibilities included keyword research, competitive analysis, ad copy composition, campaign structuring and budget control.- Utilized various tactics such as local search, contextual, placement, and demographic targeting, & social media along with in-house and 3rd-party analytics platforms to drive profitable campaigns and grow clients’ businesses.- Ran global and international campaigns aimed at driving business in new markets. Responsible for coordinating local adaptations and translations.

- As a Senior Recruitment Coordinator, I recruited a significant number of participants for Taglit Birthright Israel, helping to make Oranim the largest North American trip organizer- As a Logistics and Group Facilitator, I was in charge of making sure the groups ran smoothly in terms of logistics and social atmosphere, resulting in a ranking of 10 out of 10 upon official inspection- Responsibilities included: organizing group structure, planning and running group activities that were both educational and social, and logistical planning of locations and itinerary on a daily basis

- Revised entire Google AdWords campaign through carefully designed and researched copywriting - Gained extensive understanding of effective copywriting through careful comparisons and evaluations of advertising campaigns of industry leaders and competitors- Reviewed and re-organized company's 6 business solutions to 3 new ones, which would serve as more attractive business proposals to potential customers. The 3 solutions are still being used by the company today.- Gained extensive understanding of staff MarCom Manager responsibilities- Performed complete SWOT analysis on the organization to identify changes necessary to make in advertising campaign- Re-formatted website with updated case studies