Sharethrough, the largest native advertising Supply Side Platform (SSP), announced today the addition of Alex White in the newly created role of VP Product Marketing, an industry veteran with almost two decades of experience leading product strategy and operations with companies such as Sizmek, Peer39, Right Media, Yahoo! and Doubleclick.
White’s two decades of leadership in advertising technology have come in executive level positions in some of the most influential and formative companies in the industry. His responsibilities at Sharethrough will center around driving proprietary demand to the company’s premium publisher network of 1500 sites through the thousands of programmatic buyers that purchase through its integrations with some of the largest DSPs in the world, like AppNexus and the Trade Desk.
White’s hiring comes with Sharethrough projecting $140 million in native ad spend through the Sharethrough Platform in 2016, spurred by a host of new DSP and bidder integrations to drive 3rd party demand and a surge in advertising impressions sold directly by its growing publisher customer base.
“As Sharethrough continues to benefit from new IAB standards for native and the DSP-integrations that have followed, there couldn’t be a more suitable person to join our leadership team as we enter into a new chapter for native advertising,” said Dan Greenberg, co-founder and CEO of Sharethrough. “I see Alex’s prior experience helping to scale and develop markets as playing a crucial role at Sharethrough, especially as programmatic native becomes a continually greater force in the advertising space and our product evolves with it.”
“Sharethrough is one of very few companies at the moment working at the intersection of all that is going on in digital advertising: native, mobile, video and programmatic,” White said.
“I’m incredibly excited about this new role. The company has laid an incredible foundation of premium brand advertisers and top tier publishers, complemented by an incredible publisher monetization platform and a strong track record of industry leadership helping to develop the principles and protocols that have made programmatic native possible.”
Sharethrough’s own growth reflects a large market shift toward native ads. According to Business Insider, native is now the largest category of digital advertising, with total spend set to overtake traditional display advertising in 2016.
Founded in 2008, Sharethrough is the leading global native advertising platform, helping publishers maximize revenue and brands earn meaningful attention by powering ads that fit into – rather than interrupt – the audience experience. Sharethrough’s flagship product, Sharethrough for Publishers (SFP), is a Supply Side Platform that powers over three billion monthly ad impressions for the world’s leading publishers, including CNN International, Time Inc., Scripps Networks Interactive, Wenner Media, USA Today Sports, and Forbes. Sharethrough is headquartered in San Francisco, with offices in New York, Chicago, Los Angeles, Austin, Detroit, London, Tokyo and Toronto.