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Veteran Media Executive Susan Danaher Tapped to Lead Association

NEW YORK – September 7, 2010 - The Digital Place-based Advertising Association (DPAA), announced today the appointment of Susan Danaher to the President of the organization, replacing Suzanne LaForgia.  Danaher will take over as President of the DPAA immediately, replacing LaForgia who will continue in the sector as EVP Sales at Reach Media Group,( a DPAA member company), and treasurer of the association.

“Suzanne has done a fantastic job for DPAA during her tenure, setting guidelines for metrics and forwarding consistent research across platforms that quantify for advertisers and their agencies value received and help member networks to generate business for their platforms,” said Mike DiFranza, President and General Manager of Captivate Network and Chairman of DPAA.  “On that solid foundation, we look to Danaher to take the DPAA and its members to the next level of adoption by agencies and their clients.  With her  agency background (in research, planning and buying), her experience evangelizing in the very early days of cable, her specific experience at a VC-backed, entrepreneurial digital OOH company (Reactrix),  Susan has an unusual and appropriate blend of skills to take us there.” 

Susan is not new to the DPAA (formerly known as OVAB), having sat on the board in its earliest days in 2007 through 2008 while she was President of Reactrix Systems, Inc., a former DPAA member company.   Prior to Reactrix, Danaher spent over 25 years in the media business, starting on the agency side at Y&R and Benton & Bowles and then in the ad sales ranks at USA Network, Turner Broadcasting and MTV Networks.  Throughout her career she has been a passionate advocate, armed with strong strategic skills and an understanding of the need to find real and enduring value for her clients.  “The Digital Place-Based media sector is reminiscent of the cable business a la 1985, given its early phase of adoption and the hurdles that need to be overcome for widespread adoption.  My goal is to help the industry unlock its value proposition for advertisers and to make it easy for clients and their agencies to evaluate, plan and buy the medium”, said Susan Danaher, president of DPAA.  “This industry, currently over $1 Billion a year,  is poised to grow exponentially in the next 3 years.  There’s real value in reaching consumers out and about, conducting the business of their lives, closer to their point of purchase than their living room couches, in an actionable environment without the intrusion of DVRs”.


About DPAA

Founded in 2006, the Digital Place-based Advertising Association (DPAA) represents leading digital placed-based networks and the advertising community that is actively engaged in planning, buying and evaluating the effectiveness of the medium. On behalf of its members, DPAA seeks to foster ongoing collaboration between agencies and digital place-based advertising networks; provide standards, best practices and industry-wide research; and promote the effectiveness of digital place-based advertising. For more information, please visit

For more information contact:
Susan Danaher, President


Ajay Durani, VP Marketing


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