Mr. Browner, 64, said the Boise, Idaho-based outfit sells support software to the media, publishers and agencies that "can make a huge difference to media buyers and planners."
Pete Gombert, CEO of Balihoo, and one of the four board members, said the company "will look to Michael to provide executive-level guidance and consultancy as we develop Balihoo into the choice for connecting advertisers and media-content providers." Balihoo's website calls the provider "advertising's best friend" and says the company creates cross-medium tools for media buyers and media sellers.
Mr. Browner, a Bronx native who rose to executive director-media and marketing operations at GM, retired four years ago after more than 18 years at the automaker. Since then, he's been operating his own consulting firm, Marketing & Media Consultancy.
He said he's getting stock options in Balihoo in lieu of compensation for the board position at the privately-held outfit.