RadiumOne, a late-stage startup that combines programmatic buying and social-data mining to deliver ads on digital, mobile and video channels, as well as the Facebook exchange, has hired its first CMO.
Eric Bader is a veteran of adland and has had stints at Ogilvy & Mather, MediaVest and most recently Initiative, where he was chief strategy officer from 2010 to 2012. (Even more recently, he was CEO of a startup called Mobilize, described on LinkedIn as a "mobile service platform for enterprises.") He's now tasked with explaining his new company's value proposition in a crowded marketplace of startups that claim to be able to spin social data into gold for marketers.
"One of the hardest things for advertisers and their agencies right now is that if you want to run programmatic ads across online and social and mobile, you oftentimes have to work with three different kinds of [demand-side platforms]," he said. "But we see across all of them."
Founded in 2009, RadiumOne has raised $33.7 million and has 250 employees. Customers include Hyundai, Del Monte, AT&T, Microsoft and Arby's. Its founder Gurbaksh Chahal is a Silicon Valley wunderkind who sold his second company -- an ad network called BlueLithium -- to Yahoo for $300 million in 2007.
RadiumOne gleans much of its social insights from sharing tools that can be deployed by publishers. For example, it's previously launched a URL shortening platform called Po.st and a photo-sharing tool called Via.Me (once dubbed an Instagram alternative.)
Mr. Bader -- who will be based in San Francisco and New York -- acknowledged that RadiumOne doesn't lack for competitors but said that the company's data from its unique sources is a differentiator for it.
"Some of the DSPs get grouped in with what we're doing, and frankly some of the agency trading desks too, but I think we match up incredibly well with them," said Mr. Bader, who was previously a member of RadiumOne's advisory board and has also advised the likes of AdMob and Quattro Wireless. "I think we have broader reach."
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