Fairfax raids AOL London for new programmatic head
Callagher
Fairfax Media has looked internationally to find a new head for its programmatic trading offering, as it looks to squeeze more revenue from the burgeoning area.
Lee Callagher joins Fairfax from AOL in London where she was head of publisher services for Advertising.com, a division of AOL Networks.
In the newly created role in Fairfax’s Australian Publishing Media (APM) division, Callagher will work with the digital ad development team and report to digital ad development director Tereza Alexandratos.
Her responsibilities include managing the trading desk’s programmatic offering across display, mobile and video, and developing revenue from the DRX network.
As part of the APM division Callagher will also have responsibilities for digital revenue strategy, inventory monetisation, campaign optimisation and audience extensions to partner platforms.
Alexandratos, who was appointed to the IAB board in February, said Callagher joins as Fairfax has identified programmatic trading as a key growth opportunity.
She said: “We are thrilled to welcome Lee to Fairfax Media from London. Lee has built an impressive career in digital advertising and understands the complexities of trading in our environment. Our programmatic trading is growing rapidly and we see it as a great complement to our commercial model and a key growth opportunity.
“Lee will be joining a strong team of specialists who are well versed in a number of technology platforms and the commercial implications of a competitive bid landscape. Her background in running a highly successful ad network will be an invaluable addition to our team.”
In her previous role Callagher was responsible for more than 300 publisher accounts, and delivered three to five billion monthly impressions worth more than $20m for Advertising.com.
She had joined AOL in 2009, having previously been a sales manager at Television New Zealand and has a Bachelor of Business from Auckland University of Technology.
“I’m thrilled to be joining the digital ad team at Fairfax Media,” she said. “The DRX network is a solid product for advertisers and Fairfax Media’s programmatic offering is growing rapidly. I look forward to demonstrating the strengths of this exciting area to the market.”
DRX provides advertisers and agencies with access to the audience across the Fairfax Media Digital Network – including newspaper mastheads the Sydney Morning Herald and The Age, and listing sites such as My Career, Domain and RSVP – as well as ad optimisation technology to deliver against specific direct response goals such as clicks, leads and acquisitions.
Megan Reynolds
Fairfax are doing programmatic?
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Fairfax is like the Ark. Two of everything expensive. But no worker bees.
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