• by Joe Mandese  @mp_joemandese, January 15, 2013

Programmatic vet Jonathon Shaevitz is joining Legolas Media as CEO and plans to position it as the “intelligent media-buying platform.”

Shaevitz, who most recently served as CEO of programmatic premium campaign optimizer Maxifier, where he developed partnerships with two major agency holding companies, WPP and Dentsu.

Legolas, which to date has positioned itself as the “audience futures marketplace,” actually offers agencies both conventional spot (RTB) and upfront, or “futures” media-buying options, enabling them to secure guaranteed programmatic inventory in advance.

Shaevitz says he was attracted by Legolas’ technology and its ability to make “premium upfront digital advertising more transparent, effective, affordable, scalable and easy” for advertisers and agencies to buy.