• by Fern Siegel , September 19, 2023

Creator company Raptive tapped digital media veteran Marc McCollum as executive vice president, innovation.

The position, new to the company, charges McCollum with developing new revenue streams for its more than 5,000 creators. That includes the company's affiliate products and services, as well as new video and social offerings. Raptive functions as an ad management company for independent creators.

Before joining Raptive, McCollum was the president of media and commerce at Red Ventures, where he oversaw the acquisition of CNET Media Group. He also led growth objectives for nine digital brands, including CNET, ZDNet, Metacritic, GameSpot, and TVGuide. In addition, he also led RV's strategic content partnership with Time.

Before that, McCollum spent 20 years at Accenture, where he advised clients and lead engagements focused on content, marketing, and ad tech.

"Marc's extensive experience in cultivating and expanding profitable digital enterprises for leading global companies makes him a perfect fit to spearhead our initiatives," said Michael Sanchez, CEO, Raptive.

CafeMedia and AdThrive are now Raptive. The company is part of Google's GCPP Premier program.