Dana Caputo announced to lead company’s video private marketplace initiative. SpotXchange
Sydney, Australia – February 27, 2013 – SpotXchange, Inc., the largest global marketplace of digital video ad inventory, today announced it has added Dana Caputo as Director of Private Marketplace Services. In this new role, Caputo will be in charge of helping publishers leverage programmatic selling on their own terms through an invite-only marketplace where they can select their best buyers and maintain 100 per cent control over their inventory.
"We've proven the inherent value programmatic buying can deliver for advertisers but recognise that publishers are still reluctant to automate the selling process," said Mike Shehan, CEO of SpotXchange. "In addition to our private marketplace offering, we also plan to roll out new tools for publishers that will help alleviate any fears they have around programmatic selling. This will give them full transparency and control over when, where and how their video inventory is sold. We're thrilled to bring Dana on board to help drive this effort and look forward to rolling out these enhancements to our publisher partners in the coming months."
Caputo has spent her digital advertising career focused on forward-facing business development solutions and strategic client partnerships. Most recently, Caputo played a critical role in the launch and development of Conde Nast's private marketplace for display advertising, where she developed an expertise in the niche programmatic advertising space. Prior to Conde Nast, she worked in production roles at companies including Jerry Bruckheimer Films, ABC News and USA Today. Caputo graduated Cum Laude from The George Washington University with a degree in Communication.
"Private marketplaces for display advertising have existed for some time, but applying them to digital video advertising will have a significant impact on the industry's growth in the next few years," said Caputo. "Publishers are just beginning to comprehend the tremendous value and efficiencies that programmatic can deliver and I look forward to working closely with our existing and new publisher partners to ensure they're able to achieve the highest possible CPMs for their inventory."
With more than 400 million auctions per day, SpotXchange is the largest global marketplace of video ad inventory reaching 110 million unique visitors in more than 40 countries each month. The leader in programmatic buying and selling of video, SpotXchange connects thousands of digital publishers with advertisers, agencies, trading desks and ad networks running top brand campaigns through its IAB-certified marketplace. SpotXchange shows premium publishers and more than 400 world class advertisers that there is a better way to buy and sell digital video – with solutions that guarantee total transparency, control, and the best targeting and real-time optimisation tools available in a premium video exchange environment.
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