Xaxis, WPP’s programmatic media-buying unit, on Tuesday announced the appointment of Karl Bunch as VP of global product development.
Xaxis is bringing Bunch on board to focus on demand side operations, including tools for audience buying, optimization, reporting, analytics and campaign planning, per a release.
“I look forward to leading our efforts as we continue to develop new, audience-focused demand side products,” stated Bunch.
Bunch joins Xaxis from iSocket, the programmatic direct ad platform that was acquired by Rubicon Project last year. Bunch served as chief technology officer of iSocket. He also previously held positions at AppNexus, CPXi and Warner Music Group.
Xaxis’ Brian Gleason, CEO of Americas, recently said that the company will focus on programmatic direct buying in 2015 -- a corner of the ad tech ecosystem Bunch is familiar with due to his time at iSocket.
“Karl brings an impeccable understanding of the intricacies of the demand side business and the programmatic industry in general,” stated Mark Grether, global COO of Xaxis.