The former Australian boss of programatic software company Mediamath Stuart Bartram has joined mobile advertising network InMobi in the newly created role of vice president, programmatic and brand solutions, for Asia Pacific, The Middle East and Africa.
Bartram: InMobi VP of programmatic and brand solutions
Bartram, who departed programmatic company Mediamath in March last year, will oversee the growth of InMobi Exchange, which places advertising within apps.
InMobi is also a sell-side and ad exchange partner of MediaMath.
Amongst other duties, Bartram will aim to educate the market on the value of first party data. He will also be tasked with improving InMobi’s fraud detection capabilities to make mobile programmatic more transparent.
Bartram said: “Senior management aren’t often aware that most mobile online consumption is in-app, with close to 90 per cent of time spent on mobile occurring in-app versus 10% mobile website browsing,” Bartram said at the time.
“This means that when brands are talking about mobile advertising, they should be focusing on their in-app strategy first and foremost, looking at how it fits within the brand’s digital ecosystem and how they should leverage it through the programmatic channel.”
Jayesh Easwaramony, senior vice president and managing director of InMobi APMEA said: “Stuart adds to our in-depth roster of InMobi programmatic experts and we are thrilled to have him on board as we continue to raise the industry standard for mobile programmatic buying globally.”