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Date:
November 5, 2021

Silicon Valley Business Journal

Discipline, integrity, motivation: What values can military veterans bring to your company?

Editor's note: This is an excerpt from an article honoring veteran business founders in Silicon Valley. It was originally published in the Silicon Valley Business Journal on 5 November 2021.

Veterans can bring a multitude of technical skills to businesses that hire them, depending on their specialization and training in the armed forces.

But military experience also instills attitudes and mindsets that are valuable to the business world in general, including discipline, adaptability and the idea that no one will be left behind.

As personal values grow as a success factor in the workplace, veterans offer companies the benefit of their experiences, taking them from the field and the base to the office and the meeting room.

We spoke to two military veterans who founded and lead Silicon Valley companies to see how their service has benefited them in the business world, and how businesses can better serve veterans. U.S. Army veteran Socrates Rosenfeld leads Santa Cruz-based Jane Technologies, which operates an online store for cannabis products, and Teresa Phillips — who also served in the Army — is the head of Spherex, a Santa Clara-based data and technology company that helps adapt media content for global audiences.

Socrates Rosenfeld, co-founder and CEO, Jane Technologies

U.S. Army, 2004-2011

Socrates Rosenfeld co-founded Jane Technologies, an online marijuana and cannabis products store, after his stint in the Army.

How has your experience in the military has prepared you for your career today?

Serving in the military is a very unique, difficult and challenging experience. From training to combat, you are guaranteed to face some adversity. When you're in the thick of those challenging times, you have to dig deep and find the courage to move forward, as scary and as hard as that may be — that’s how real values and character are formed.

Why should local companies specifically seek out military veterans to hire?

We’re extremely mission- and results-driven individuals, accustomed to fulfilling our duties and succeeding in the face of adversity. We had to be adaptable and persevere despite limitations, unclear instructions, and shifting priorities. We’re excellent at following a chain of command and adhering to protocol, which bolsters a company’s structure and organization, and yet we’ve also all had to make tough decisions in real time. Perhaps most importantly, we’re dedicated to taking care of our people, building effective teams, and offering the support and guidance to collectively accomplish goals.

What can local companies do to support employees who are military veterans, or encourage more veterans to join their ranks?

Employers should look beyond the technical skills a veteran possesses. As veterans, we’re adaptive and resourceful by nature, having lived life outside of our comfort zone, and we operate on an accelerated learning curve. During my time in service, I saw people with no college degrees or prior experience successfully fixing turbine engines and flying Apache helicopters in their early 20s.

Try not pigeonhole your veteran employees. With the natural soft skills that veterans possess, we can truly succeed in any facet of business. It’s a good idea for employers to offer training programs. Veterans take initiative and have gumption and can easily acquire technical skills, so if we have the opportunity, we’ll take it.

To encourage more veterans to join your ranks, I think specific outreach and initiatives that demonstrate a company's genuine interest are really effective. In the cannabis industry, we see internship or incubator programs for social equity applicants that include veterans in that pool - and it is very successful in attracting talent.

Teresa Phillips, co-founder and CEO, Spherex

U.S. Army, 1986-1993
Teresa Philips co-founded Spherex after her own military service.

How has your experience in the military prepared you for your career today?

My entire military service prepared me for my career today. I gained valuable experience and expertise every single day alongside fellow servicemembers, allied forces and foreign dignitaries.

My military service taught me how to pay attention to detail; act with pride, purpose, and integrity; soldier through adversity; execute with precision; and lead by example. Serving under the direct command of general officers prepared me well for executive life in the high-tech industry, as managing large-scale initiatives and leading teams came natural to me.

Why should local companies specifically seek to hire veterans?

Companies should extend opportunities to veterans not only because it’s the right thing to do, but also because it’s the smart thing to do.
Veterans are motivated, disciplined, professional and trained. We are loyal, persistent and focused on achieving the mission. Most importantly, we know that a team is only as strong as its weakest link, and we leave no one behind.

What can local companies do to support employees who are military veterans, or encourage more veterans to join their ranks?

Local companies can host open houses or other events specifically for veterans. Leaders in human resources can educate themselves about military positions and create “cross-walks” to illustrate how military education and skills are transferable to civilian positions. And hiring managers can learn how to interview veterans by expressing an interest in their military careers and drawing out their strengths and expertise.
The best way to honor veterans for their service is offering them employment opportunities when they come home.

Related Insights

Experience SpherexAI at NAB 2025

Spherex is headed to Las Vegas for NAB 2025, and we’re bringing a bold new expansion of our flagship product, SpherexAI. Join us at Booth W1456 in the West Hall of the Las Vegas Convention Center from April 6-9 to see how we’re transforming contextual advertising with cultural and emotional intelligence.

As the media and advertising industries look to AI for smarter targeting and better brand alignment, SpherexAI offers a groundbreaking solution. By analyzing the cultural and emotional context of streaming video at the scene level, SpherexAI helps advertisers engage audiences more meaningfully while reducing the risk of misaligned or unsafe ad placements.

The Power of Scene-Level Intelligence

At the heart of our advertising innovation is SpherexAI’s multimodal platform, which processes thousands of signals from every frame—visuals, audio, dialogue, and on-screen text—to create rich metadata that understands the tone, mood, and narrative context of video content.

This deep, scene-level intelligence powers a range of capabilities that can dramatically improve campaign effectiveness:

  • Smarter Ad Targeting – Ads are delivered when viewers are most emotionally receptive, based on the precise tone and content of each scene.
  • Seamless Integration – Ads align with the story arc instead of disrupting it, increasing both engagement and recall.
  • Cultural Sensitivity at Scale – Our patented Cultural Knowledge Graph ensures ad messaging aligns with local customs, values, and regulations in over 200 countries and territories.
  • Enhanced Brand Safety – SpherexAI actively prevents ad placements in scenes that could be offensive, inappropriate, or reputationally risky.

Whether you're building a global campaign or fine-tuning messaging for a specific region, SpherexAI ensures your ads resonate with cultural nuance and emotional precision. Best of all, this isn’t vaporware; SpherexAI can be added to your workflows today!

See It In Action

At NAB 2025, we’ll be demoing how SpherexAI empowers advertisers to connect with audiences in powerful new ways—by aligning their campaigns with the content people are already emotionally invested in.

Book a Demo

Ready to experience the future of contextual advertising? Book a meeting with the Spherex team or drop by Booth W1456 during NAB 2025. We’re excited to show you how scene-level cultural intelligence can elevate your strategy and unlock deeper audience engagement.

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Teresa Phillips Joins OTT.X Buzz Panel to Celebrate Women’s History Month

On March 19, 2025, Spherex CEO Teresa Phillips joined a distinguished panel of female executives for the OTT.X BUZZ session—Women’s History Month Edition. This engaging discussion covered the latest trends in OTT and digital video while shedding light on women's unique experiences navigating the media and technology industries.

Moderated by Charlene Polite Corley, VP of Diverse Insights & Partnerships at Nielsen, the panel featured:

  • Teresa Phillips, Chief Executive Officer, Spherex
  • Jenn Chen, Chief Revenue Officer, JWP Connatix
  • Maria Hellström, Chief Executive Officer, Codemill
  • Laura Martin, Managing Director, Senior Internet & Media Analyst, Needham & Company
  • Paige Sherman, Director, Digital Video Programming, Shout! Studios

Teresa shared valuable insights on leadership, career development, and the evolving role of women in media. Reflecting on her journey in a male-dominated industry and the U.S. Army, she emphasized the impact of mentorship and sponsorship in shaping successful careers. Offering practical advice for early and mid-career professionals, Phillips highlighted the importance of adaptability, recognizing career pivot points, and leading through times of transition.

Key Takeaways from the Discussion Throughout the session, the panelists tackled some of the most pertinent topics facing women and the industry today, including:

  • Work-Life Balance and Corporate Support: The panel explored how companies can better support caregivers, highlighting policies that enable a more inclusive and sustainable work environment.
  • The Rapid Evolution of AI in Media: With AI and automation playing an increasingly central role in content distribution, Phillips emphasized Spherex’s role in leveraging AI-powered tools to help studios navigate cultural and regulatory landscapes worldwide.
  • Leadership in a Shifting Industry: The panelists reflected on how they’ve adapted to significant industry changes, from the rise of FAST channels to the increasing role of data-driven decision-making in content strategy.
  • Challenges and Opportunities for Women in Media: The discussion tackled informal workplace dynamics that impact women’s success, from navigating corporate culture to advocating for fair representation at leadership levels.
  • Balancing Authenticity and Career Growth: Panelists shared insights on maintaining personal authenticity while adapting to workplace expectations in male-dominated spaces.

Looking Ahead: Women Driving Industry Innovation -The panelists reinforced that women’s leadership in M&E is not just necessary—it’s a competitive advantage. As AI, automation, and viewer behaviors evolve, diverse leadership will play a pivotal role in shaping the future of streaming.

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Contextual Advertising in Media and Entertainment

As media consumption increasingly shifts toward digital platforms, advertisers are rethinking their strategies to capture audience attention effectively.Traditional targeting methods that rely on demographics, user data, and third-party cookies are becoming less viable due to evolving privacy regulations and changing viewer behaviors. In this landscape, contextual advertising has emerged as a powerful approach for media and entertainment companies looking to align advertising with content in a meaningful way. This shift has created both challenges and opportunities for advertisers.

What is Contextual Advertising?

Contextual advertising is the practice of placing ads that are directly relevant to the content a viewer is watching, rather than being based on their personal data or browsing history. This strategy leverages the tone, theme, and emotional context of content to determine the most suitable ad placements.

For example, an ad for a travel experience appearing during a heartwarming reunion scene in a film about family bonds is far more impactful than a generic placement. The key advantage is that contextual ads feel natural, non-intrusive, and more relevant, leading to increased engagement and improved ad recall.

A recent AVCA study found that 42% of viewers were more interested in brands and products when ads were placed next to relevant content, and 38% learned more about products shown in AI-enabled contextually targeted ads.

WhyContextual Advertising Matters to Media & Entertainment Companies

1. Ensuring Brand Safety in a Complex Media Landscape: With a vast and diverse content ecosystem, brand safety is a growing concern for advertisers. Ads appearing in inappropriate or controversial content can damage a brand’s reputation.

Unlike traditional keyword-based targeting, which may misinterpret context, AI-driven contextual advertising ensures that ads appear in culturally appropriate and brand-safe environments.

Brand safety varies from country to country. Content considered neutral in one region may be perceived as controversial in another. Effective contextual advertising solutions must account for:

  • Local sensitivities
  • Regulatory restrictions
  • Cultural norms

This adaptability protects advertisers from unintended associations while preserving viewer trust across global markets.

2. Achieving Cultural Relevance for Global Audiences: With media distribution now spanning international markets, a one-size-fits-all approach to advertising no longer works. Different cultures interpret content in unique ways, and an ad that resonates in one region may be ineffective—or even offensive—in another. Contextual advertising powered by scene-level intelligence allows advertisers to tailor messages that align with regional values, traditions, and cultural expectations, increasing engagement and brand affinity across markets.

3. Scene-Level Intelligence: Placing Ads at the Right Moment: Beyond broad thematic targeting, scene-level intelligence enables advertisers to place ads at moments of peak emotional engagement. AI-powered analysis can detect pivotal narrative shifts, humor, suspense, or joy, allowing brands to insert ads at moments where viewers are most receptive. This enhances ad recall and emotional association with the brand, making advertising more effective and less intrusive.

4. A Privacy-First Alternative to Audience Targeting: With increasing data privacy regulations, brands must seek alternatives to traditional audience-based targeting. Contextual advertising provides a privacy-compliant solution by relying on content analysis rather than user tracking. This ensures brands can still deliver highly relevant messaging without relying on third-party cookies or invasive data collection.

A Smarter Approach with Advanced AI Technology

One advanced solution driving innovation in contextual advertising is SpherexAI. This technology analyzes content at a granular level, identifying specific scenes and moments where viewer engagement peaks. By processing visual, audio, and narrative elements, it can determine optimal ad placement opportunities that complement rather than interrupt the viewing experience.

SpherexAI provides scene-level intelligence that helps advertisers navigate the complexities of global content distribution, ensuring that ads align seamlessly with viewer expectations. This approach allows brands to:

  • Maximize engagement
  • Maintain brand integrity
  • Unlock new revenue opportunities
  • Deliver a more natural and immersive ad experience

NextSteps

For more information on maximizing your ad impact, visit Spherex or stop by booth W1456 during the upcoming NAB Show in Las Vegas. Use code NS7763 for a complimentary exhibitpass.

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