Team — Key staff and collaborators to ITEGA

Executive Director

Bill Densmore

Bill Densmore is executive director of the Information Trust Exchange Governing Association.  He is a Donald W. Reynolds Journalism Institute (RJI) fellow and author of its white paper, “From Persona to Payment: A Status Report on the News Ecosystem, and a Challenge to Create the Next One.” (2015).  A career journalist, publisher and tech entrepreneur, Densmore has been an editor/writer for The Associated Press in Boston, Chicago and San Francisco and for trade publications in business, law,  insurance and information-technology in Boston, Chicago and New York. He co-owned and published The Advocate newsweeklies for the Berkshires/southwestern Vermont, from 1983-1992. Densmore founded Amherst, Mass.-based Clickshare Service Corp. , which provides user registration, authentication, content access control and transaction services to Internet web content sites and publishers.  He is co-founder of Taxonometrics Inc., a New York-based company incubating a news- and information-personalization service called YourStream®. He’s a founding member and director of Journalism That Matters and also served eight years on the board of the New England Newspaper & Press Association and four years on the board of Shires Media Partnership, Inc.  Densmore also served as director/editor of the Media Giraffe Project at the University of Massachusetts-Amherst from 2005-2008. It was an effort to find and spotlight individuals making sustainable, innovative use of media (old and new) to foster participatory democracy and community. He is a member of the editorial advisory board of The Berkshire Eagle. Densmore holds a B.A. from the University of Massachusetts-Amherst in environmental policy and communications. He’s based in Williamstown, Mass. 


Development / Outreach Director

Greg Swanson

Greg Swanson, is consulting development and outreach director to ITEGA and a pioneer in news-industry web metrics,ad sales and payments. He a principal partner at ITZontarget, a digital-services agency.  The agency applies research on audience, site-user behaviors and consumer spending patterns to inform product development, site design, and revenue strategies. Swanson has worked with Belden Research, Pulse Research, The API, The Inland Press Association, and Borrell Associates. He co-chairs the Online Committee of the Inland Press Association, and is a past board member of the News Media Alliance’s New Media Federation. His consulting clients have been a who’s who of U.S. daily newspaper ownership, including Belo, CNHI, McClatchy, Media News Group, Schurz Communications, Swift Communications, The Evening Post Publishing, and Sandusky Newspapers. Prior to starting ITZ, Greg spent seven years as director of interactive media sales for Lee Enterprises, including the online sites of over 60 daily newspapers. He also served as chief revenue enhancement strategist at Journalism Online, which created the Press+ meter system for paid online content. Swanson is passionate about nature, bicycling and the outdoors. He’s based in PortlandProject Development

Project-management consultant

Michelle de Mooy

Michelle De Mooy is an expert in privacy, data protection and technology policy, with a focus on responsible and ethical uses of personal data.  Her latest research and report, “Heal-gorithms: Understanding the Potential for Bias and Discrimination in mHealth Apps,” explores how data analytics may inadvertently introduce bias into mobile health app content, reducing the effectiveness and relevance of applications for different communities, and recommends approaches for developers, businesses and policymakers on identifying and mitigating bias. She is also author of “Towards Privacy-Aware Research and Development in Wearable Health,” which considers how wearable companies should incorporate privacy and ethics into their internal R&D process, and numerous other written works. She has been director of the  Privacy and Data Project at the Center for Democracy & Technology, where she led a team of talented lawyers and policy professionals, working most recently to draft and lobby for baseline privacy legislation in the United States.  Before CDT, Michelle was a political campaign consultant for M+R Strategic Services and worked in the tech sector in product management and software engineering. She has a BA in government from Lehigh University and an MA in strategic communications from American University. 

Principal technology consultant

Brendan Riordan-Butterworth

Brendan Riordan-Butterworth is ITEGA’s principal technology consultant. He is an independent expert on advertising technology, identity and security. Until December, 2018, he was Senior Director of Technical Standards at the Interactive Advertising Bureau, which he joined in 2012. He participates in industry working groups and studies at the World Wide Web Consortium (W3C) and elsewhere on the implications of ad tracking and the use of HTTP “cookies.” He is knowledgeable about third-party ad serving and the impact of ad fraud. From 2006-2011 he worked at Microsoft Corp., managing data collection and cookie-management technologies for MSN,, Bing, Atlas/aQuantive, and A Canadian, he studied Pure Science at CEGEP Heritage College in Gatineau, Québec. Riordan-Butterworth is interested in helping develop a common conceptual framework for discussing value exchanges beyond advertising that will allow content and service providers to survive and thirve.


Web service and editorial consultant

Eva Tucker

Eva Tucker is ITEGA’s digital-marketing specialist and front-end web developer. She is a founder and  principal of HUMAN Design, Marketing and Technology. She is a digital problem solver who works alongside organizations on marketing and operational goals, including online community-building efforts, deploying tools that increase output and efficiency, front-end web development, brand development and social media marketing. Her clients have included iSelect Fund, Barnes Jewish Hospital, Pacific Gas & Electric, Mercedes Benz,  Centers for Disease Control, RR Donnelly, Edward Jones, Enterprise Holdings, Anheuser-Busch and the United Nations.  She is also founder of Knewsco Digital Inc., a development-stage effort to take an educational approach to how news is found and presented. using information architecture, neurscience and educational theory.  She also a congressional ambassador with the Alzheimer’s Association and the president of Lean In St. Louis.



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