SpotXchange, the trusted platform for video advertising, today announced the appointment of Randy Cooke as Vice President of Programmatic TV. Cooke is charged with guiding SpotXchange’s expansion into the television market, serving as an advocate for the linear TV business in programmatic discussions, while working to introduce industry-wide operational efficiencies through the eventual building of a holistic video solution for traditional TV and digital video companies.
Cooke brings more than 10 years of television industry experience, most recently serving as the Vice President of Research at NCC Media, a leading ad sales, marketing and technology organization that represents cable, satellite and telco operators in every U.S. market. An industry leader whose insights and perspectives shaped the transactions of the $7 billion spot cable marketplace, Cooke is well-positioned to help SpotXchange anticipate and develop business plans to capitalize on emerging trends within the television industry.
“More than anything, the discussion around programmatic TV needs a narrative arc that starts with the industry challenges programmatic can mitigate, and ends with a vision of a future predicated on the television industry’s embrace of programmatic as an essential tactic, not a strategy,” said Cooke. “I’m excited to be leading that conversation for SpotXchange and look forward to partnering closely with operators to develop a ‘TV first’ strategy for bringing linear into the programmatic space.”
Cooke’s first objective at SpotXchange will be to develop and expand partnerships with multichannel video programming distributors (MVPDs), content providers, agencies and data suppliers to develop new linear transactional marketplaces.
“Programmatic TV will require both supply-side and demand-side platform solutions,” said Mike Shehan, CEO of SpotXchange. “SpotXchange has been a leader in programmatic technology for the supply-side of the video advertising industry, and we have a great opportunity to leverage Randy’s expertise to collaborate with industry stakeholders, not only to streamline the programmatic linear TV transaction but also to provide advancements in audience fulfillment and analytics.”
Cooke added: “In reality, programmatic represents an innovation that simply creates fertile ground for a yet-to-be determined marketplace of applications. With high-quality content and TV networks becoming ubiquitous across platforms and detached from the proverbial cable, vertical and horizontal video addressability within the linear stream is within reach. These are applications that cannot be efficiently executed within today’s current transactional model. Programmatic is not the end, but the means to an end.”
SpotXchange is the trusted video advertising platform offering premium publishers holistic inventory management in order to maximize revenue for desktop, mobile and connected TV inventory while driving down operational costs. Publishers leverage SpotXchange’s ad serving, programmatic technology, and private marketplace capabilities to operate effectively in an increasingly complex digital ecosystem while gaining unprecedented transparency, insight and control over the buying behavior of today’s leading brands. Over three billion video ad decisions are processed through the SpotXchange platform daily, with ads delivered to 335+ million people in over 100 countries per month. Headquartered north of Denver, SpotXchange has offices in New York, San Francisco, London, and Sydney and is consistently the top comScore video property for video ads served. For more information, please visit www.spotxchange.com and follow SpotXchange on Twitter @SpotXchange.