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I am sitting at some awful government building waiting to renew my passport before a 9pm flight tonight. I had thought the in person service was supposed to be a breeze. I was wrong....

My number, A3543, is still about 100 people away and I am stuck in a dreary gray room with nothing to look at.
On second thought, it isn't so dreary at all. Despite nothing on the walls, media and content are everywhere. Let me explain.
The kid in front of me is watching a video with mom on an iPod by sharing the earbuds. The two people next to him are on their cell phones. Behind me a kid has been texting for the past 30 minutes. To my right is a kid with some crazy purple device. I have no idea what it is, but the screen size looks pretty good. A PSP pops up an hour later and a gentleman with some type of ultra thin (and no doubt wireless) PDA. And me, well, of course I am sitting here with my laptop.
To my far left, I do see one gentleman reading a paper and a woman with a magazine. A quick scan of the room reveals that visible digital devices far outweigh the number of traditional media.
And this is what I love about technology. In the face of a 4-hour wait in a government building, just about anyone can be productive or entertained.
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Sara Holoubek is a free agent consultant, advising growth firms and investors in the interactive technology and advertising sector. Ms. Holoubek is also the contributing editor of the DM News' SearchBuzz newsletter, and a regular author of the DM News Optimized column.

In 2008 Ms. Holoubek was elected to the Search Engine Marketing Professionals Organization (SEMPO) board of directors for a third term. During this time she also co-founded the SEMPO NY Working Group.

From 2003-2005, Ms. Holoubek served as iCrossing's Chief Strategy Officer, building the firm's New York office and repositioning the iCrossing brand as it raised an early VC round of $13 million. Prior to this experience, Ms. Holoubek held posts in client strategy with interactive agencies Organic and Blue Dingo. Her vertical expertise covers over 10 sectors and includes work with Levi Strauss & Co, Bloomingdales, LexisNexis, Texas Instruments, Colgate-Palmolive, Century 21 Real Estate, Martha Stewart Omnimedia, as well as firms within the WPP family and the Aegis Group family.

Ms. Holoubek has contributed to and/or been quoted in publications such as Adweek, DM News, Mediapost's Search Insider,, The Madison Avenue Journal, ClickZ and Internet Retailer. She also serves as a frequent guest lecturer at venues such as SMX, Search Engine Strategies, OMMA, the DMA, Harvard, NYU and Baruch College.

Ms. Holoubek also brings an international perspective to her work, having lived and worked in Latin America and Europe , and is fluent in Spanish and French and conversant in Portuguese. She holds a B.A. from the University of Iowa and an M.B.A. from HEC in France. She resides in New York City with her husband, baritone Claudio Mascarenhas.