Shelby was an early pioneer in the Internet space. He was a co-founder of CNET Networks in 1993 and ran it as Chairman and CEO from 2000 to 2006. He led to effort at CNET to innovate in the advertising space and became the Chairman of the IAB from 2001 until 2003. He was named Publisher of the Year by the IAB in 2006. After CNET, he started, ran and ultimately sold Whiskey Media. He worked as a Managing Director at Allen & Company from 2012 to 2016 before starting Pylon ai in 2016. He has served on the Board of RPX Corporation since 2011 when it went public, and currently serves as the Chairman of the Board. He also serves at the Vice Chairman of Environmental Defense Fund. He is originally from KY where he grew up on a horse farm and is married with three children.