Movers & Shakers: TabMo, Facebook, YouAppi and Factual

Anne Freier

In Mobile Advertising. May 26, 2017

TabMo Hawk release followed by announcement of Leroy Holland as MD US
TabMo, the mobile DSP, has launched its mobile buying platform Hawk in the US. Having been successful in the UK and Europe, the company has finally made the leap across the big pond.
TabMo says that its Hawk DSP leverages device ID and GPS targeting, and offers transparency by meeting IAB MRAID standards.
The move to the US includes three office launches in New York, Chicago and LA with Leroy Holland joining as Managing Director, US. He will oversee the company’s growth initiatives and agency relationships in the US market. He says:

“The world of mobile programmatic is still relatively new, but it is becoming incredibly important for media buying all around the globe. As marketers continue to pursue their audiences in these unique environments, they’ll need technology that is built around mobile devices and delivery. The current desktop DSPs, while they have scale, are not meeting advertisers’ cross-device needs, and as a result, will not last in a mobile-dominant media landscape.”

Additionally, the company has hired Eric Morse and Anna Gaetke to head sales in LA and Chicago respectively. Morse joins from Resonate where he was West Coast Director and Gaetke more recently served as Director of global agency sales at Rubicon Project.
Facebook expands team with two tech executives
Facebook has added two new technology executives to its team to help improve its advertising products and data usage across mobile advertising campaigns.
Nada Stirratt joins the social media network from Verve, where she served as CEO and CRO previously. She will head the US Global Marketing Solutions team to help grow Facebook’s ad business and ensure marketers and agencies are more effectively reaching consumers. Stirratt says:

“I am thrilled to be joining Facebook and humbled to lead the US and Canada Global Marketing Solutions team. I have long believed in the meaningful value Facebook provides advertisers, and I’ve heard from marketers repeatedly over the past five years that an ad on the platform drives business. Together, Facebook and Instagram are the best mobile advertising products out there today. I can’t wait to help further the brand’s journey.”

In addition, Ty Ahmad-Taylor has been named as VP of Product Marketing. He joins from media and consumer electronics firm THX Ltd. where he was CEO and President.

David Fischer, Facebook’s VP of Business and Marketing Partnerships, said:

“The addition of Ty to run our Monetization Product Marketing organization is a huge win for our ads teams, and for Facebook overall. He’s a proven leader who truly understands how to grow a business and how to bring the best mobile experiences to people. I know he’s the right person to lead this team as our monetisation efforts continue to expand.”

YouAppi opens office in Beijing
YouAppi, the mobile growth marketer, has launched a brand new office in Beijing after the establishment of an initial presence in China back in 2015. The move follows a 500% revenue growth in the country.
Michael Wang, Vice President of Business Development in APAC, YouAppi, said:

“YouAppi China has grown very quickly, especially in 2016. Last year, we launched two new business models, the Software Developer Kit (SDK) and Online API, attracting more publishers. We are devoting our efforts to helping developers to monetize their applications and traffic.”

The company now has more than 100 clients in China, including Baidu, Alibaba, Qihoo 360, Apus and Kika.
Felix Lee, Head of Baidu international business development said:

“As one of the leading partners for Baidu’s international monetization business, YouAppi delivers high quality advertisers at scale. They not only provide great fill rate for the advertising inventory for Baidu’s products, but also improve performance on individual ads.”

Factual adds SVP of Marketing
Factual, the location data provider, has announced Brian Czarny has its new SVP of Marketing to help drive the company’s global expansion.

The company’s client list includes heavyweights such as Facebook, Uber, Bing and Apple Maps. It provides and embeds contextual location information via its Observation Graph and Geopulse Audience offering.
Czarny will be expected to boost the company’s programmatic platform alliances.
He joins Factual from Telesign, where he was SVP of Marketing.