• by Wayne Friedman , May 14, 2015

Veteran senior TV advertising executive Chris Raleigh has been named chief commercial officer of Placemedia, a Viamedia’s supply-side programmatic platform for linear TV. Placemedia aggregates unsold and undersold inventory from cable networks, broadcasters, cable providers and other TV providers.

Most recently, Raleigh was SVP/cable and cross-platform sales at The Weather Company, where he managed the national sales team of The Weather Channel and weather.com, which includes responsibilities in using data for targeting and programmatic solutions.

Previous to The Weather Channel, Raleigh was a senior sales executive of cross-platform ad sales for cable network GSN, as well as NBC Network News. Before Raleigh, John Henderson held the position as SVP of sales at Placemedia hired in May 2014.

In April 2014, Placemedia started up Local Engage, an online platform letting local advertisers use third-party data to plan, buy, traffic, track and report on campaigns targeted at specific audiences in their local markets.

Placemedia efforts use household viewing behavior from Rentrak’s 14 million set-top boxes combined with consumer data from a number of research services, such as Experian, Axciom, and Polk.

Viamedia sells advertising to local, regional and national advertisers for U.S. cable and telecommunications service providers.