Former iAD EMEA head of sales Theo Theodorou (left) is joining online data management company Collider to help build its European business. Collider aims to help publishers earn more from their inventory by building cross-screen campaigns.
Collider claims it can help online publishers take back control of their inventory by identifying and selling ltheir audience in the same way that demand side platforms are able to buy it.
The latter, controlled by Google and some of the big agency-owned media groups, are blamed by publishers for driving down online ad prices.
Collider CEO Bryan Jones says: “In an emerging category like cross-device addressable media, it’s rare to find experienced voices who can fully understand and articulate the value that we bring to publishers. The fact that we have been able to recruit one such voice to our organisation is testament to the power of the Collider proposition.”
Theodorou says: “Advertisers are finding it hard to follow their audiences’ behaviour across devices and publishers cannot take advantage of their increasing audiences in these channels. Collider’s ability to define consumers not just by age, demographic and location, but also to reach them cross-device, at the right time, will tie it all together in a clear, understandable and beneficial way.”
Before joining iAd Theodorou built a European network for Microsoft’s mobile division.
Theodorou is the second high-profile departure from iAd in recent weeks.Three weeks ago iAd head of creative and strategy Brian Cooper quit after just a year to join Ogilvy in London as an ECD.