Larkin’s Appointment Reflects Impending Growth of the Programmatic Audio Space
Larkin’s role will establish a new US programmatic division for DAX, dedicated to making 90% of its inventory available programmatically. He will work closely with Demand Side Platforms (DSPs) to assist clients with migration to programmatic audio advertising.
His role also includes setting up private marketplaces (PMPs) and working with media buyers to educate them and them understand the most efficient and best practices to target, reach, and automate their buys. Based in New York, Larkin reports into Jeffrey McCarthy, CRO of DAX US.
The new division will leverage DAX’s experience in the UK programmatic marketplace, which is the most sophisticated in the world. Through DAX, programmatic partnerships give advertisers the capability to target audiences based on a variety of factors such as age, gender, location, preferred listening genre and device type.
Larkin’s appointment is a sign of the rapid growth in the programmatic audio space. With consistently more demand from brands and agencies in recent months, programmatic audio is gaining the data and scale required for mass adoption in 2019.
“DAX’s programmatic team and offering continues to grow here in the US,” said McCarthy. “Hiring Tom will allow us to move forward with our ambition to make almost all our inventory available programmatically to advertisers. Given his background in the programmatic space and his experience of working with DSPs and the agency trading desks, he is the perfect choice to help us achieve our goals and deliver for our partners.”
Larkin possesses almost 15 years of experience in digital advertising. He joins directly from Beachfront Media, where he was VP of programmatic and led programmatic demand and supply integrations for Beachfront.IO. His previous experience includes roles at engage:BDR and Matomy Media Group.
“DAX has achieved a tremendous amount of success and has a clear vision on where it wants to be in the future,” said Larkin. “Having the opportunity to join DAX, when it is fully committed to integrating programmatic as it moves towards becoming the preferred choice among advertisers, is something that is very exciting to me. I’m eager to get the process started and to bring DAX’s vision to life.”
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