• by Gavin O'Malley  @mp_gavin, January 11, 2010

Ad optimization technology provider AdMeld on Monday named Marc Theermann as its new vice president of Mobile.

Based in the company's New York headquarters, Theermann will be expected to oversee all aspects of the company's mobile operations. Marc will play a critical role in evolving our mobile capabilities," said Michael Barrett, CEO of AdMeld.

"The convergence of mobile and Web advertising is happening faster than anyone predicted," said Theermann. "As this trend accelerates, premium publishers will increasingly require a fully integrated toolset to manage and optimize their inventory across all platforms."

Prior to AdMeld, he incubated a mobile analytics and media-buying dashboard concept at Polaris Ventures, which ultimately became part of mobile advertising platform provider Smaato.

AdMeld is one among a growing number of startups competing to help Web publishers better manage the sea of ad networks they can now choose from to sell leftover ad impressions.

For a share of earned ad revenue, AdMeld -- along with rivals like The Rubicon Project, Pubmatic -- factor in pricing data, available inventory, and publisher guidelines to determine which ad network is sent an ad impression.

Late last year, AdMeld reported doubling the size of its client base since June. More recent additions include AccuWeather.com, Answers.com, Billboard.com, Daily Kos, Hearst Television, The New York Post and Time Out New York.

The AdMeld platform attempts to leverage dynamic pricing and advanced targeting to better route inventory from publishers to generate higher revenue for each ad served.

Last June, AdMeld closed an $8 million round of Series B funding led by Spark Capital and Foundry Group.

In 2004, Theermann co-founded mobile application company Everypoint, where he assisted in raising $14 million in venture funding from three prominent investment firms.

In 2000 he founded YellowPepper, a mobile marketing company, which he later sold to a private equity firm.