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.