Seth Haberman founded Visible World in 2000, with the goal of transforming advertising production and delivery to achieve greater relevance and effectiveness. With a track record of success marked by milestones including an Emmy Award and his work with today’s largest companies and advertising executives, Haberman has far exceeded that goal.
Under his vision and leadership, Visible World has emerged as a technology leader in the field of advanced video advertising, by enabling new levels of automation and efficiency in the identification of audiences and customization, trafficking and delivery of video ads.
In the first decade of Visible World’s history, Haberman has not only built the company into a successful industry leader, but also sparked the evolution that is transforming the future of television advertising.
Among his key achievements are Visible World’s Technology & Engineering Emmy awarded in 2007 for Development and Implementation of Automatically Assembled Dynamic Customized TV Advertising.
Haberman is routinely sought after for media and event insights. He was featured in Details 2007 Mavericks Issue, and Media recognized him in 2004 as part of the magazine’s “Top100 People to Know in Media.”
His innovative approach to video advertising has been recognized by leading industry experts including media industry visionary Jack Myers, who identified Visible World as one of the top 25 media innovators of 2003.
Seth has been featured as a speaker at The MIT Forum, the RVC Technology Conference, and at the ANA’s Advertising Management committee meeting on “Innovations that Marketers Must Be Familiar With.”
Prior to founding Visible World, Seth was the CEO of Montage Group, an innovator in non-linear editing, networking video and tactile feedback and licensor of technology to leading manufacturers such as Avid and Apple. Montage’s innovative work earned and Academy Award for technological achievement in 1987 and several Emmy Awards.
As Chairman of Visible World, Bill Katz has brought tremendous experience and insight to the company. His background and professional accomplishments have had wide-ranging, positive impacts on Visible World’s perspective on both the art and science of advertising.
He joined Visible World in 2005 and has since helped steer the company through one of its most exciting periods of growth. Prior to joining Visible World, Katz was President and Chief Executive Officer of BBDO Advertising in New York, where he led the agency to new financial and creative heights. Under his leadership, BBDO was widely recognized as the preeminent national creative advertising agency by multiple industry organizations for many years.
Katz is a charter inductee to the Advertising Hall of Achievement and is considered an authority on marketing and advertising. He has made frequent appearances on national television to offer his perspective on the state of the advertising industry.
During his tenure at Visible World, he has been instrumental in transforming the industry’s advertising production and delivery tools to achieve greater relevance and effectiveness.
Under the direction of Katz and founder Seth Haberman, Visible World was awarded the Technology & Engineering Emmy in 2007 for Development and Implementation of Automatically Assembled Dynamic Customized TV Advertising.
Gerrit has a proven track record as a pioneer and a leader in the development of advanced digital video advertising technology.
Gerrit brings to Visible World vast experience and expertise in the digital TV market, both in the US and Europe. He remains actively involved with the ongoing industry standards development efforts in both areas.
Prior to joining Visible World, Gerrit was Vice President of Internet Technologies in the Consumer Electronics Business Group Digital Networks for Royal Philips Electronics N.V, where he initiated and launched many Philips products for the converging Internet-TV market, including MPEG-4 streaming solutions and Internet-enabled TV for customers like America Online (AOL TV).
Prior to joining Philips, Gerrit was Engineering Manager at Digital Equipment Corporation (which was acquired by Compaq and has since merged with Hewlett-Packard). At DEC, Gerrit developed several new software products and extensions for the Digital Groupware product division.
Yehuda oversees the revenue, strategy & business operations for Visible World and AudienceXpress. He is recognized as a thought leader with expertise spanning both the technical and ad sales sides of the industry. He has guided numerous MVPD’s, including Verizon FiOS, TWC Media, Comcast Spotlight and Viamedia, to successful and sustainable growth of their revenue by building, leading and motivating cross-functional teams and partnerships. Yehuda is an innovative leader with a keen focus on bridging the sales strategy and products of today with the opportunities of tomorrow. Yehuda lives in Rockland County, New York with his wife Rachel and their 5 children and enjoys volunteering at multiple charities.
As CFO, Justine Gaeta brings over 20 years of finance experience to the Visible World team. Most recently, she was a member of the management team that sold the Mocean Mobile ad serving platform to PubMatic, Inc. For the five years prior to the sale, Gaeta was the VP Finance for Mojiva Inc., parent of Mocean Mobile, and was responsible for financial matters related to the company’s mobile ad network and mobile ad serving platform. Gaeta began her career at AT&T, where she held positions of increasing responsibility in mergers and acquisitions, investor relations and corporate planning. Gaeta also served as VP Finance for Phorm, Inc. and was responsible for the company’s corporate planning and investor relations functions.
Claudio Marcus is Executive Vice President of Marketing, Research and New Initiatives at Visible World. He is an expert in advertising, data-driven marketing and customer relationship management.
Prior to joining Visible World, Claudio was vice president and research area leader for technology-enabled marketing at Gartner, the world’s largest information technology research and advisory firm. Before becoming an industry analyst, Claudio’s experience included 15 years working with world renowned brands as a database marketing consultant and database marketing software entrepreneur, as well as a marketing and advertising agency executive.
Claudio has published numerous influential research reports on the subject of technology-enabled marketing, and has taught courses, published articles and a book about database marketing. Claudio is also the author of a chapter titled “The Reinvention of TV Advertising” for Kellogg on Advertising & Media (Wiley, 2008).
Claudio earned a bachelor’s degree in liberal arts and sciences from the University of Illinois, and a master’s degree from Northwestern University’s Kellogg Graduate School of Management.
Mike Malcy is the Senior Vice President of Business Development at Visible World. Malcy, who has spent over two decades in the media industry, most recently served as Senior Vice President of Business Development for Alticast, Inc., where he was responsible for Business Development, Marketing and Business Affairs. Prior to Alticast, he was Vice President of Marketing for ADB Americas and Vice President of Worldwide Marketing for Vidiom Systems, an ADB subsidiary.
Malcy brings deep experience in the cable and broadband world. While Vice President of the Digital Convergence Team at Samsung Electronics Product Innovation Lab, he was responsible for introducing the company’s HDTV, MP-3 and cable industry products. He also spent several years at Sharp Laboratories of America where he was responsible for both the formulation of Sharp’s technical position in standards bodies as well as the development of broadband policy. He has an extensive technical background, having participated in CableLabs OpenCable and DOCSIS efforts. He also served as Vice Chairman of the Technical Standards Committee of the Consumer Electronics Association.
Pat Ruta is Vice President, Business Development at Visible World. Since 2000, he has been instrumental in the success of the company, raising venture funds, initiating Visible World’s zone-based targeting solution for MSOs, and driving the first household addressable advertising deployment in the country, with Cablevision. His work has built deep relationships with advertisers, agencies, and technology partners. He is currently focused on Visible World’s programmatic and addressable TV initiatives. He is also the founder and board member of Staple Vision, LLC, a research and development lab that has been working for the past 25 years on using vision thermalization to help blind people see. In addition, he is the founder and CEO of GameChat, an app that builds communities for users to share videos, pictures, and text around youth sports teams.