C “PACE” LATTIN

PACE@INDUSTRYPACE.COM 718-690-0162

“THE MOST INFLUENTIAL IN ONLINE MEDIA”

Interactive Advertising, Fraud & Compliance Expert
Innovator in the online advertising sector. Industry pioneer and creator of now standard
technologies. Capable “intrapreneur” and successful developer of products and business
solutions. Reputed as champion of standards and ethics. Expert both brand and direct response with
over 10 years of experience. Recognized expert in Fraud, Compliance and Cyberfraud.

SE LE CT AC C OMP LI SH MENT S

 Counted among first to launch vertical advertising networks and sales teams.
 Collaborated to set industry-wide standards as member of
Interactive Advertising Bureau Network and Exchange Standards Committee.
 Founded first publication to demand ethical standards for advertising and children.
 Partnered private industry with law enforcement to detect and prosecute industry fraud.
 Developed network that became largest interactive gaming network in 1998.
 Created first 411 Internet advertising campaign as Vizi founder.
 Formulated first interactive marketing campaign for Puerto Rico Tourism
at Vizi; campaign contributed to $5M in revenue.
 Current Personal Blog is one of the top read industry blogs, with a focus on interactive
advertising, fraud and cybercrime within the industry. Over 20,000 weekly readers.

CAREER PATH

Owner, IndustryPace.com
 Major Interactive Advertising "Blog" with extensive readership in both brand, direct response
and social media marketing
 Ranked Top 8,000 websites in US Alexa
 Over 40,000 Subscribers as of August 2010

Chief Rainmaker • MediaBreakAway June 2009-July 2010

Large direct response company with extensive compliance and public relations issues. Was hired to
create and train a sales team, to change the corporate atmosphere and point the company in the right
direction. Function was as a Chief Revenue and Chief Marketing Officer but also functioned as CEO.
 Created first sales team and hired executives
 Developed rebranding and public relations strategy

Executive Consultant • Burst Direct 2009

 Contracted to integrate $100M company into RightMedia Exchange digital ad platform.
 Trained staff in technology implementation and generating revenue stream.
Founder • Vizi Inc. 2005—2009
An interactive advertising direct response network with more than $20M in annual sales; company
facilitated direct response campaigns across sizable network of Web properties. Company sold in
parts in 2009
 Key player in development of DoubleClick Ad Exchange,
a vital component of DoubleClick’s eventual sale.
 Created premiere online advertising campaigns for clients including Puerto Rico Tourism.
 Collaborated with industry to define ethics and with law enforcement to prevent fraud.
Founder • ADOTAS Publication 2001
A premier interactive advertising publication with a targeted circulation of 50,000 industry
professionals; publication was acquired by New York Publishing Group in 2008.
 Composed and edited content for 5 years as interim editor.
 Conceived series of official V.I.P. dinners and network events for ADTECH conference.
 ADOTAS quickly became one of the top read publications in the industry

Founder • ADSPYRE LTD 2001-2005

A large marketing firm servicing direct response e-mail campaigns. Company closed, profitably, in
response to new market restrictions and opportunties

Consultant • ABOUT.COM 1999-2001

Helped launch marketing strategy for leading website.
 Marketing and Sales Training Corporate Strategy for Sale of Company
 Involved in the Creation of Sprinks which was sold to Google and became Google Adsense.
 Created traffic strategy that grew company into one of the top 10 properties on the web.

Director of Network Development • Cybereps Inc. 1998-2001

Creator of such major online properties as the Future Games Network and TotalWomen and
TotalHealth Networks. Company was acquired by Winstar Interactive and folded into Interep.
 Developed Future Games Network, the largest gaming advertising network in 1997-1998.
 Created TotalWomen and TotalHealth Networks.

CORE COMPETENCIES

Interactive Advertising • Positioning & Branding • Content Development

Product Development • Creative Team Leadership • Communications

INDUSTRY INVOLVEMENT

IAB Networks and Exchange Standards Committee

Direct Marketing Association
 OTHER NOTIABLES

Former Member, New York Electronic Crimes Task Force, U.S. Secret Service
Former Special Investigator/Independent Consultant, Department of Treasury
Former Webmaster, Federal Law Enforcement Officers Association (FLEOA)
ENCASE Computer Forensics Training, West Virginia State Police Academy

EXEMPLARY REFERENCES AVAILABLE

* Amenable to relocation *