Company Adds Key Positions to Technology and Sales Teams, Expands Footprint Across Four Key Markets
NEW YORK – AdTheorent, Inc., the first intelligent Real Time Bidding (RTB)-enabled mobile ad network, announced the recent appointment of James Rhee as Vice President of Product Development and Daniela Lupton as Director of Strategy. With tremendous year over year growth, the company has expanded its team by 50 percent in the past six months, with these two positions representing the company focus on sales and technology.
“Advertisers are seeing the results from AdTheorent’s combination of Mobile Real Time Bidding and the predictive capabilities of AdTheorent’s Real Time Learning Machine (RTLM) to deliver outstanding and transparent results”
AdTheorent also announced the recent expansion of its geographic footprint with key office openings and market penetration in Los Angeles, Chicago, Boston and Detroit. This increase in sales representation has contributed to the rapid growth of the business. In the first half of 2013, the company has tripled its advertiser clients, yielding more than double the revenue and a 25% increase in average campaign spend as compared to the first half of 2012.
“Advertisers are seeing the results from AdTheorent’s combination of Mobile Real Time Bidding and the predictive capabilities of AdTheorent’s Real Time Learning Machine (RTLM) to deliver outstanding and transparent results,” said Anthony Iacovone, Founder and CEO of AdTheorent. “To support this pace of growth, we continue to expand into new regions through the hard work of some of the top minds in mobile.”
“My experience with AdTheorent during a recent campaign was nothing but positive. Utilizing RTLM, AdTheorent was able to efficiently optimize towards our campaign KPIs, improving day-by-day over the course of an extremely short flight,” said Jennifer Sacks, Digital Planner, MEDIA STORM, LLC. “After the campaign wrapped up, AdTheorent provided deep learnings into our core audience, illustrating the time of day when our users were engaged, apps and content verticals that performed strongly, and even drilling down to the type of device and carrier where users were apt to interact. These insights will help us plan accordingly for future initiatives.”
As Vice President of Product Development for AdTheorent, James Rhee will manage the technology team. Prior to joining AdTheorent, James was director at MediaMath’s client solutions. His role was to design, implement and deliver custom solutions to high-value clients such as GAP, GEICO, Guthy-Renker, and Merkle, to enable them to effectively achieve their business goals in a timely manner. James led integration efforts with all major data partners such as BlueKai, TargusInfo, DataLogix, and LiveRamp to deliver custom audience targeting solutions for the company’s clients. Prior to that, he was a consultant at EidosMedia where he handled its major US clients, including the Washington Post and Dow Jones Newswires, to provide strategic technical solutions to their Internet business. Previously, James was a software engineer at Yahoo! working on contextual ad matching/serving products.
As Director of Strategy, Daniela Lupton will support the growing sales team. A MediaVest veteran, her most recent position was Mobile Associate Media Director on Procter and Gamble. In that role, she worked with many top-tier clients including Continental and Track, and she oversaw all P&G’s mobile investment. She lead the dedicated mobile team to bridge the gap between mobile and digital proving the ROI of the mobile medium while delivering meaningful and strategic solutions across over 50 brands.
Added Mr. Iacovone, “By adding the deep technical and industry expertise of James and Daniela to an already talented team, AdTheorent will continue to deliver the best and most intelligent breakthrough solutions to our clients.”
About AdTheorent™
AdTheorent is the world’s first 2nd generation mobile ad network, powered by a platform built from the ground up to address the specific needs of the mobile advertising ecosystem. AdTheorent’s RTm™ Platform integrates its 35,000+ mobile inventory sources and analyzes hundreds of thousands of potential impressions per second based on highly enriched demographic information, behavioral factors, location data, device features, as well as other advertiser-specified targeting criteria. Using first-of-its-kind predictive modeling to identify impressions with a higher propensity for conversion and awareness lift, the AdTheorent RTm Platform places bids in real-time within the pricing parameters established by the advertiser. The result to brands and marketers is higher conversion rates at a significantly lower cost — The Intelligent Impression™. For more information visit: www.adtheorent.com
