SpotXchange, a marketplace of digital video ad inventory, has appointed Dana Caputo as director of private marketplace services.
Caputo will be tasked with helping publishers make use of programmatic selling via an invite-only marketplace where they can select their best buyers and maintain control over their inventory.
“We’ve proven the inherent value programmatic buying can deliver for advertisers, but publishers are still reluctant to automate the selling process,” said Mike Shehan, CEO of SpotXchange.
“In addition to our private marketplace offering, we also plan to roll out new tools for publishers that will help alleviate any fears they have around programmatic selling. This will give them full transparency and control over when, where and how their video inventory is sold. We’re thrilled to bring Dana on board to help drive this effort and look forward to rolling out these enhancements to our publisher partners in the coming months.”
Caputo has spent her digital advertising career focused on forward-facing business development solutions and strategic client partnerships. Most recently, Caputo launched and developed Conde Nast’s private marketplace for display advertising, where she developed an expertise in the niche programmatic advertising space. Prior to Conde Nast, she worked in production roles at companies including Jerry Bruckheimer Films, ABC News and USA Today. Caputo graduated Cum Laude from The George Washington University with a degree in Communication.
“Private marketplaces for display advertising have existed for some time, but applying them to digital video advertising will have a significant impact on the industry’s growth in the next few years,” said Caputo.
“Publishers are just beginning to comprehend the tremendous value and efficiencies that programmatic can deliver and I look forward to working closely with our existing and new publisher partners to ensure they’re able to achieve the highest possible CPMs for their inventory.”
Read more: SpotXchange hires Caputo to head up private digital ad marketplace efforts | Rapid TV News http://www.rapidtvnews.com/index.php/2013030926725/spotxchange-hires-caputo-to-head-up-private-digital-ad-marketplace-efforts.html#ixzz2N94Uz66u