ABC on Thursday announced the appointment of Mike Dean as its vice president of programmatic and data-driven sales, a new position at the company.
Per a release, Dean will be responsible for the “over-arching strategy and sales of scalable solutions that drive revenue via programmatic and data-driven channels. Core areas of focus include audience data activation, programmatic sales and inventory management, sales process automation, and related business development and vendor management.”
ABC has been an active player in the programmatic marketplace in recent months, beginning with its announcement at the TV upfronts that it partnered with FreeWheel to help launch a sell-side marketing service that’s currently being tested. ABC is testing programmatic sales with its digital ad inventory, not linear TV, but the service gained traction nonetheless when AOL’s Adap.tv signed on as a demand-side partner a few weeks later.
Programmatic news from ABC surfaced again this week when Adweek reported that ABC and Google have partnered to promote the new TV show “Rising Star” via a private programmatic exchange.
Dean will report to Pooja Midha, SVP of digital ad sales and operations at ABC.