• by Tyler Loechner  @mp_tyler, May 15, 2014

TripleLift, a native ad exchange, has announced the appointment of Dan Martin as VP of business development. He will be responsible for expanding TripleLift’s publisher base.

“The primary form of content online is transitioning from text to images and video across a myriad of connected devices,” said Martin. “For publishers that have launched redesigned sites in the last 18 months, you may notice they are consistently highly visual, feed-based designs. Images -- which are more easily digested than text -- represent the preferred method of media consumption.”

Martin believes that the rise of image-heavy sites represents a “massive opportunity [for brands] to engage consumers.” Martin and TripleLift will seek to partner only with publishers adopting visual layouts.

The company currently works with over 650 publishers, but demand is calling for more.

“When we talk to CMOs, their number one challenge in the space is making native advertising scale,” he said. “Each and every day we are adding new publishers to help provide brand marketers with the scale they are looking for.”

However, Martin said that “it’s challenging to come up with a specific number” regarding how how many publisher partners TripleLift is aiming for because of how fast the online ad market moves.

The native ad exchange recently landed $4 million in Series A financing. With that funding, the company tapped Martin, who joins from mobile ad platform InMobi, and also opened new offices in Chicago and Los Angeles.

The Chicago office will be led by Brenda Coan, regional vice president of Central. The Los Angeles office will be led by Trisha Tomaszewski, Western Regional sales director.