• by Tyler Loechner  @mp_tyler, November 18, 2013

Programmatic in mobile is turning into more than just a fad, and OpenX just placed a big bet on its future.

The company today announced the appointment of four mobile executives to senior roles at the company. Rob Kramer has joined the company as general manager, mobile; Jin Yu as vice president, engineering and chief architect; Laura Buchman as vice president, publisher solutions; and Martin Price as senior director, product.

“The mobile advertising market is still nascent, but the opportunity it presents is immense," stated John Gentry, president of OpenX. 

"Perhaps most important, [these hires] speak to the meta trend that advertisers and publishers have been moving quickly to present advertising to their audiences as consumer attention rapidly moves to mobile, whether smartphones, tablets or other devices," an OpenX representative told RTM Daily.

The rep added that Gentry is driving the company's mobile expansion "particularly hard."

Kramer was previously with Celtra, where he worked on the company's mobile ad monetization strategy. He will be responsible for the same at OpenX, as well as building OpenX's mobile team even further.

Yu was most recently at Portaura, where he was co-founder and chief technology officer for the location-based data platform. He will be responsible for OpenX's data strategy. Buchman was most recently at Mojiva as head of North American business development. She will be responsible for partnerships with mobile companies and publishers at OpenX. Price previously worked for Geodelic Systems. He will work on building new mobile products for app developers.

Kramer, Yu, Buchman, and Price are stepping into their new roles immediately. All four positions are new at the company, and all four executives will be based in OpenX's Los Angeles headquarters.

Photo credit: Alex J. Berliner/ABImages