In Chapter 11 of 13 in his 2011 Capture Your Flag interview with host Erik Michielsen, data analytics expert Ken Rona answers "What Should a Media Company Consider When Designing Online Advertising Strategy?" First, Rona first considers how people are going to consume content. This informs what technology platform gets used. Dynamic ad insertion is a second priority. Third, and most important, Rona urges media companies to use or create high quality original content. Rona is currently VP Audience Insights and Ad Sales Partnerships at Turner Broadcasting. Previously, Rona has worked in roles in data analytics at IXI Digital and AOL and management consulting at McKinsey & Co. He earned a BA and MA in Political Science from Stony Brook University and a PhD in Behavioral Economics from Duke University.