Sean O’Neal, a digital vet who helped make The Daily Mail Online one of the highest-profile publishers on Madison Avenue, is jumping from the “paid” to the “earned” media side, joining social advertising platform Adaptly as president.
O’Neal, who most recently served as CMO of The Daily Mail Online, will report to Adaptly CEO and Co-Founder Nikhil Sethi.
Although social media advertising has become incredibly cluttered over the past year with start-ups all vying to become Madison Avenue’s preferred platforms, Adaptly has done an impressive job of getting on base by focusing on making the process of managing social campaigns easy and scalable. While Madison Avenue typically classifies social media marketing platforms as "earned," Adaptly enables advertisers to combine it with so-called "paid" advertising buys to optimize social campaigns.
It claims its platform currently represents 78% of Twitter’s and 80% of Facebook’s traffic outside the U.S., and says it has recently seen a “spike” in mobile, partly due to its penetration in “mobile-first” emerging markets.
Prior to The Daily Mail Online, O’Neal was president of online research company Vizu Corp., which was sold to Nielsen in 2012. Before that, he was part of the founding team at Datran Media.