US-based advertising company The Trade Desk has appointed Seven’s James Bayes as general manager of its Australia and New Zealand operations. Bayes replaces Clay Gill, who became CEO of IPG Mediabrands’ advertising technology division Cadreon last September.
He will be tasked with strengthening partnerships with broadcasters and growing revenue in connected TV for the platform, which allows ad buyers to manage advertising campaigns across formats and devices.
Bayes joins from Seven
“James is the right leader to drive the next phase of growth in Australia and New Zealand for The Trade Desk,” said senior vice president Mitch Waters, to whom Bayes will report.
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“TV is being redefined in real-time and we believe James is perfectly placed to help shape a future where both broadcasters and advertisers win. His background will help build deeper links with broadcasters and publishers, while triggering excitement with our customers with what we can deliver together.”
At Seven West Media, Bayes led the media company’s digital commercial operations as network head of digital sales, and has nearly 20 years’ experience in various digital, sales leadership and media agency roles across Australia, the US and the UK. He spent 10 years at Southern Cross Austereo, three at Starcom and had stints at Clemenger BBDO and OMD early in his career.
Bayes brings a keen interest in data-driven addressable TV to the role, and said he’s looking forward to joining the company he’s come to know in his role at Seven.
“Having worked side-by-side for a number of years, I am delighted to join The Trade Desk at this transformational time for the industry in Australia and New Zealand,” Bayes said.
“It is exciting to be joining a company at the forefront of data-driven advertising, which has a vision, roadmap and commitment to improve the advertising ecosystem and create lasting advantage for our partners.”
Bayes will be based in the Sydney office. The Trade Desk is headquartered in California, but has offices across North America, Europe and Asia Pacific.