Former Razorfish Executive and Ad Agency Veteran Reflects AdXpose’s Latest Commitment in Courting Madison Avenue
New York, NY – AdXpose, the market-leading verification and optimization company, announced that Jeff Lanctot, former Chief Strategy Officer of Razorfish, has been named to the company’s Board of Directors. The appointment is effective immediately and comes at a time when the company is rolling out an enhanced version of its award winning analytics service for ad agencies. The announcement was made during IAB’s annual Networks & Exchanges Marketplace conference at the Crowne Plaza Hotel in New York City.
“AdXpose is focused on increasing our presence on Madison Avenue and arming ad agencies with technology that creates real value for their clients,” said Kirby Winfield, AdXpose CEO. “Agencies need assurance that their campaigns are not only safe from inappropriate placement, but that they are visible, engaging, and efficiently optimized. The addition of Jeff Lanctot to our board represents our strategic focus on our agency partnerships and solutions.”
As a member of the Board of Directors, Lanctot will provide guidance and counsel on AdXpose’s approach to developing key relationships within ad agencies, and best practices in servicing the unique needs of the digital media buyer.
“AdXpose is changing the way online media is bought and sold,” said Lanctot. “The digital media world has evolved rapidly and at the same time continues to be opaque and challenging for agencies. AdXpose transparency and efficient media valuation are straightforward benefits agencies are adopting to increase their value to their clients.”
A veteran of the advertising world, Lanctot most recently served as managing director for Microsoft’s Advertiser and Publisher Solutions (APS) Group, where he was charged with developing partnership and business development strategies for APS by working with Microsoft’s partners in the advertising industry. Prior to joining APS, Lanctot was Chief Strategy Officer (CSO) at Razorfish, where he oversaw partnership and investment strategies as well as the development of the company’s capabilities in the U.S. and abroad. Lanctot has also been a recipient of numerous industry accolades, including Advertising Age’s “Media Maven” Award, MEDIAWEEK’S “Media All-Star” Award, B2B Magazine’s “Best & Brightest Media Strategist” Award and was twice named one of Media Magazine’s “50 Most Influential People in Online Advertising.”
Lanctot joins the company as it launches a new wave of features targeted at the digital media agency. AdXpose has enhanced its core brand safety offering with a new release of its patented Affinity Scoring semantic technology, which weighs and determines likely meanings of text on Web pages. In addition, AdXpose’s new CPM Calculator allows media planners and buyers to monitor the CPM pricing paid for each impression in a campaign, and measures the “Real CPM Value” of each impression based on a weighted algorithm which takes into account historic InView® and engagement data for the relevant placement. The AdXpose tool generates allocation recommendations, making it simple for buyers to move dollars from inefficient tranches of inventory to those that produce the most value for their specific campaign.
AdXpose is the leader in digital advertising analytics solutions. The company’s SaaS technology provides advertisers and publishers with greater transparency and confidence in the quality, safety and performance of their digital advertising campaigns. The actionable optimization metrics captured by AdXpose solutions help its customers realize increased ROI, more profitable margins and measurable ad effectiveness. AdXpose is headquartered in Seattle, WA, with offices in New York City, and is backed by Draper Fischer Jurvetson and Ignition Partners. For more information, visit www.adxpose.com.