As Microsoft Ad Platforms and Strategy lead, Michael (Mike) O'Sullivan is responsible for the development, execution and measurement of Microsoft Canada's portfolio of custom online consumer audience targeting products including Behavioural, Demographic, and Geographical Targeting. Mike is also responsible for the management of Microsoft's performance and brand advertising platforms including one of Canada's largest performance ad networks, Microsoft Direct Response.

In 2007, Mike was instrumental to the development and launch of Behavioral Targeting for the Canadian market, and was one of the original architects behind the company's most recent Canadian performance ad network launch, DrivePM. Formerly, Mike worked in operations and implementation for a Gold-Certified Microsoft partner, with a strong background in Active Directory, Microsoft Exchange, SharePoint and Microsoft Dynamics. In 2006 Mike graduated from the University of Western Ontario, and now lives in Toronto.