Serhad Doken
Chief Technology Officer Adeia
Serhad Doken is responsible for the technology research strategy and advanced R&D projects. Mr. Doken previously was the Executive, Director of Innovation & Product Realization at Verizon where he drove new 5G and mobile-edge computing powered services for consumer and enterprise businesses. Prior to Verizon, Mr. Doken was VP, Innovation Partners at InterDigital focused on technology strategy and external R&D projects and partnerships. Prior to InterDigital, Mr. Doken worked on emerging mobile technology incubation at Qualcomm. Prior to this, Mr. Doken held positions at Cisco Systems, Nortel Networks and PSI AG.
Mr. Doken is an inventor on 100 granted patents and 263 published patents. Mr. Doken has a Computer Engineering degree from Bosphorus University and has completed the M&A Executive Education Program at The Wharton School and the New Ventures Executive Education Program at Harvard Business School.
Monday, August 10: Summit Day
9:00 AM Search: Roundtable Host Introductions & Pitch
(3 rotations, 25 minutes each)
During this time, roundtables will be taking place. Hosts will lead back-to-back 25-minute-long conversations with new groups of retailers each rotation.
Table 1: Profitable by Design: Taking Strategic Control of AI-Driven Paid Search
AI has fundamentally changed who runs your paid search campaigns — but not who's responsible for the results. As AI takes over execution, the real competitive advantage shifts to the businesses that feed it better intelligence.
This roundtable explores what it takes to move from platform-driven to business-driven PPC. We'll discuss why most campaign strategies optimize for the wrong metrics and how injecting real business data, such as margins and return rates, transforms AI performance. Plus, we'll reveal why ROAS often masks true profitability and how to reframe it as a steering wheel rather than a north star.
We'll also examine the evolving role of Performance Marketing teams, from bid managers to strategic orchestrators who know how to use Google's control mechanisms to make the algorithm work for your bottom line.
Host: Mike Ryan, Head of Ecommerce Insights, Smarter Ecommerce
Co-Host: Lenka Vuksanovic, Customer Acquisition Strategist, Smarter Ecommerce
Table 2: From Findable to Profitable: Rethinking Search ROI
Search has quietly become one of the highest-leverage growth levers in ecommerce — and most teams still treat it like a technical checkbox instead of a revenue driver. In this roundtable, Di Lyngholm (VP of Product & Growth at Malachyte) leads a peer discussion on what it actually takes to turn search into a direct driver of traffic, conversion, and revenue.
Bring your wins, your failed experiments, and your open questions. Topics up for discussion include: how teams are measuring search ROI beyond rankings and traffic, what's changing as AI reshapes how shoppers find products, and where the biggest opportunities (and blind spots) are for brands right now. This session is built for an exchange of ideas among practitioners — not a lecture.
Host: Di Lyngholm, VP, Product and Growth, Malachyte
Table 3: Fospha
Host: Dom Devlin, Chief Product Officer, Fospha
Table 4: Google Ads Revenue: Insider Strategies from Industry Leaders
Join Ingvar Kraatz, COO of Bidnamic, and Sunil Gowda, CEO of Garmentory, as they share insights from Sunil's experience as a retailer using Bidnamic's strategies, along with success stories from Bidnamic's portfolio of eCommerce brands. Learn how these approaches have helped fast-growing retailers boost their Google Ads revenue.
Host: Ingvar Kraatz, COO, Bidnamic
Client Co-Host: Sunil Gowda, CEO, Garmentory
Table 5: Your Customers Are Asking AI Before They Ask You
50%+ of Shoppers use AI to find Best Product & Best Price. But 2.4% of AI responses will cite your brand, rest are 3rd Parties. Athena holds 33 million AI responses and will help you solve this exact problem.
Booth 512
Mon. (Aug 10th), Speaking @ Roundtables
Tues. (Aug 11th), Andrew Yan Speaking @ 3 pm
Host: Andrew Yan, CEO & Co-founder, AthenaHQ
Co-host: Peter Grant Harvey, Account Executive, AthenaHQ
Table 6: Engineering AI Discoverability: Turning Every Screen into a Storefront
AI is changing how consumers discover and buy products across search, streaming, and connected devices. Join Adeia's CTO Serhad Doken for a discussion on the technologies powering the next generation of retail, including AI-ready metadata, predictive content intelligence, agentic commerce & payments, clickable video, and digital wallet experiences. Learn how these innovations are helping make every screen shoppable while improving discoverability, attribution, and conversion.
Host: Serhad Doken, Chief Technology Officer, Adeia
9:05 AM Search: Kickoff Of Interactive Roundtables
(2 rotations, 25 minutes each)
During this time, roundtables will be taking place. Hosts will lead back-to-back 25-minute-long conversations with new groups of retailers each rotation.
Table 1: Profitable by Design: Taking Strategic Control of AI-Driven Paid Search
AI has fundamentally changed who runs your paid search campaigns — but not who's responsible for the results. As AI takes over execution, the real competitive advantage shifts to the businesses that feed it better intelligence.
This roundtable explores what it takes to move from platform-driven to business-driven PPC. We'll discuss why most campaign strategies optimize for the wrong metrics and how injecting real business data, such as margins and return rates, transforms AI performance. Plus, we'll reveal why ROAS often masks true profitability and how to reframe it as a steering wheel rather than a north star.
We'll also examine the evolving role of Performance Marketing teams, from bid managers to strategic orchestrators who know how to use Google's control mechanisms to make the algorithm work for your bottom line.
Host: Mike Ryan, Head of Ecommerce Insights, Smarter Ecommerce
Co-Host: Lenka Vuksanovic, Customer Acquisition Strategist, Smarter Ecommerce
Table 2: From Findable to Profitable: Rethinking Search ROI
Search has quietly become one of the highest-leverage growth levers in ecommerce — and most teams still treat it like a technical checkbox instead of a revenue driver. In this roundtable, Di Lyngholm (VP of Product & Growth at Malachyte) leads a peer discussion on what it actually takes to turn search into a direct driver of traffic, conversion, and revenue.
Bring your wins, your failed experiments, and your open questions. Topics up for discussion include: how teams are measuring search ROI beyond rankings and traffic, what's changing as AI reshapes how shoppers find products, and where the biggest opportunities (and blind spots) are for brands right now. This session is built for an exchange of ideas among practitioners — not a lecture.
Host: Di Lyngholm, VP, Product and Growth, Malachyte
Table 3: Fospha
Host: Dom Devlin, Chief Product Officer, Fospha
Table 4: Google Ads Revenue: Insider Strategies from Industry Leaders
Join Ingvar Kraatz, COO of Bidnamic, and Sunil Gowda, CEO of Garmentory, as they share insights from Sunil's experience as a retailer using Bidnamic's strategies, along with success stories from Bidnamic's portfolio of eCommerce brands. Learn how these approaches have helped fast-growing retailers boost their Google Ads revenue.
Host: Ingvar Kraatz, COO, Bidnamic
Client Co-Host: Sunil Gowda, CEO, Garmentory
Table 5: Your Customers Are Asking AI Before They Ask You
50%+ of Shoppers use AI to find Best Product & Best Price. But 2.4% of AI responses will cite your brand, rest are 3rd Parties. Athena holds 33 million AI responses and will help you solve this exact problem.
Booth 512
Mon. (Aug 10th), Speaking @ Roundtables
Tues. (Aug 11th), Andrew Yan Speaking @ 3 pm
Host: Andrew Yan, CEO & Co-founder, AthenaHQ
Co-host: Peter Grant Harvey, Account Executive, AthenaHQ
Table 6: Engineering AI Discoverability: Turning Every Screen into a Storefront
AI is changing how consumers discover and buy products across search, streaming, and connected devices. Join Adeia's CTO Serhad Doken for a discussion on the technologies powering the next generation of retail, including AI-ready metadata, predictive content intelligence, agentic commerce & payments, clickable video, and digital wallet experiences. Learn how these innovations are helping make every screen shoppable while improving discoverability, attribution, and conversion.
Host: Serhad Doken, Chief Technology Officer, Adeia
11:10 AM Search: Continuation of Interactive Roundtables
(3 rotations, 25 minutes each)
During this time, roundtables will be taking place. Hosts will lead back-to-back 25-minute-long conversations with new groups of retailers each rotation.
Table 1: Profitable by Design: Taking Strategic Control of AI-Driven Paid Search
AI has fundamentally changed who runs your paid search campaigns — but not who's responsible for the results. As AI takes over execution, the real competitive advantage shifts to the businesses that feed it better intelligence.
This roundtable explores what it takes to move from platform-driven to business-driven PPC. We'll discuss why most campaign strategies optimize for the wrong metrics and how injecting real business data, such as margins and return rates, transforms AI performance. Plus, we'll reveal why ROAS often masks true profitability and how to reframe it as a steering wheel rather than a north star.
We'll also examine the evolving role of Performance Marketing teams, from bid managers to strategic orchestrators who know how to use Google's control mechanisms to make the algorithm work for your bottom line.
Host: Mike Ryan, Head of Ecommerce Insights, Smarter Ecommerce
Co-Host: Lenka Vuksanovic, Customer Acquisition Strategist, Smarter Ecommerce
Table 2: From Findable to Profitable: Rethinking Search ROI
Search has quietly become one of the highest-leverage growth levers in ecommerce — and most teams still treat it like a technical checkbox instead of a revenue driver. In this roundtable, Di Lyngholm (VP of Product & Growth at Malachyte) leads a peer discussion on what it actually takes to turn search into a direct driver of traffic, conversion, and revenue.
Bring your wins, your failed experiments, and your open questions. Topics up for discussion include: how teams are measuring search ROI beyond rankings and traffic, what's changing as AI reshapes how shoppers find products, and where the biggest opportunities (and blind spots) are for brands right now. This session is built for an exchange of ideas among practitioners — not a lecture.
Host: Di Lyngholm, VP, Product and Growth, Malachyte
Table 3: Fospha
Host: Dom Devlin, Chief Product Officer, Fospha
Table 4: Google Ads Revenue: Insider Strategies from Industry Leaders
Join Ingvar Kraatz, COO of Bidnamic, and Sunil Gowda, CEO of Garmentory, as they share insights from Sunil's experience as a retailer using Bidnamic's strategies, along with success stories from Bidnamic's portfolio of eCommerce brands. Learn how these approaches have helped fast-growing retailers boost their Google Ads revenue.
Host: Ingvar Kraatz, COO, Bidnamic
Client Co-Host: Sunil Gowda, CEO, Garmentory
Table 5: Your Customers Are Asking AI Before They Ask You
50%+ of Shoppers use AI to find Best Product & Best Price. But 2.4% of AI responses will cite your brand, rest are 3rd Parties. Athena holds 33 million AI responses and will help you solve this exact problem.
Booth 512
Mon. (Aug 10th), Speaking @ Roundtables
Tues. (Aug 11th), Andrew Yan Speaking @ 3 pm
Host: Andrew Yan, CEO & Co-founder, AthenaHQ
Co-host: Peter Grant Harvey, Account Executive, AthenaHQ
Table 6: Engineering AI Discoverability: Turning Every Screen into a Storefront
AI is changing how consumers discover and buy products across search, streaming, and connected devices. Join Adeia's CTO Serhad Doken for a discussion on the technologies powering the next generation of retail, including AI-ready metadata, predictive content intelligence, agentic commerce & payments, clickable video, and digital wallet experiences. Learn how these innovations are helping make every screen shoppable while improving discoverability, attribution, and conversion.
Host: Serhad Doken, Chief Technology Officer, Adeia
1:50 PM Search: Panel: Get AEO-Savvy: Unlocking the Secret to AI-Powered Search Success
AI-powered search is rapidly shifting from links and lists to direct answers, demanding new ways for brands to stay visible when algorithms do the talking. Answer Engine Optimization (AEO) is emerging as the playbook for structuring content, data, and experiences so AI agents can easily understand, trust, and surface your brand. In this panel, search innovators break down what it takes to get AEO-savvy—from optimizing for answer boxes and chat responses to building the technical and content foundations that future-proof your discoverability.
- Optimizing content for AI-driven answer engines like ChatGPT, Perplexity, and Google's AI Overviews
- Automating metadata and schema markup updates to ensure accurate, comprehensive AI-friendly product listings
- Utilizing predictive analytics to anticipate trends and keep content fresh and relevant for generative search engines
- Monitoring and optimize for AI-generated summaries to secure brand attribution and increase visibility in voice and chat-based shopping
Check out the incredible speaker line-up to see who will be joining Serhad.
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