AdLib Media Group, a programmatic ad buying platform utilized by mid-sized agencies, has appointed Will Batson as head of growth.  

Batson was a co-founder and chief revenue officer of Hudson MX, which developed a cloud-based platform, designed to streamline and manage the media buying process for agencies and advertisers. His brother, JT Batson was co-founder and CEO before joining the U.S. Soccer Federation in 2022.  

Control of Hudson MX was acquired by Ascential in early 2024 and in October of last year Ascential shuttered the company after failing to find a buyer for it. 

In his role as head of growth at AdLib, the firm said that Batson will focus on expanding the company's client base and refining its go-to-market strategies. 

In 2023 AdLib, a MediaMath spinoff, hit some turbulence when the latter filed for bankruptcy. But Adlib rebounded with a repositioning as a "DSP aggregator," a pivot that was well-received in the marketplace.