Digitas Global Head of Programmatic Joins OpenX To Lead Agency and Brand Strategy

By MTS Staff Writer On Jan 24, 2019

Experienced Agency Leader Previously Led Programmatic Media and Brand Strategy Over 15 Year Stint at Publicis Owned Digitas

OpenX, the world’s largest independent advertising technology provider, announced that agency and digital media veteran Carol (Chung) Reed is joining the company as global senior vice president of buyer development. In the role, Reed will lead all agency and brand relationships for OpenX.

Reed comes to OpenX after 15 years at Digitas, part of Publicis Media, where she led the transformation of the agency’s Media Technology practice, designing data and ad tech solutions for some of the world’s largest brands including GSK, Dunkin’ Donuts, American Express, L’Oréal, Mattel and Taco Bell. Reed helped introduce programmatic media to Digitas and build that business line from the ground floor, and led a team of over 100 people focused on executing programmatic campaigns.

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At OpenX, Reed will continue to work with global brands and agencies to help them navigate the changing media landscape and rapid evolution of programmatic technology. The role of SVP, Buyer Development, is a new position at OpenX, representing its increased emphasis on working directly with brands and agencies, and ensuring all buyers understand the value delivered by the supply side of the programmatic ecosystem. OpenX today works with every major demand side platform and over 34,000 advertisers, including 100 percent of the Ad Age top 100. With the increased focus on brands and agencies, OpenX will work with these partners on solving the core issues they care about today, including optimizing their supply path, identifying core drivers of quality, understanding how to benefit from identity and people-based marketing, and more.

“Brands and agencies are getting much closer to their programmatic supply partners, and they are making it clear that everyone involved in their campaigns and media spend needs to deliver both quality and value,” said John Gentry, President, OpenX. “Carol is one of the most experienced leaders in digital advertising today, with a unique understanding of brand objectives, and how they can best use programmatic media to meet those objectives. We’re thrilled that she will be able to continue leveraging this expertise at OpenX.”

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“All advertising technology providers are not the same, and brands recognize that,” said Reed. “OpenX has for years stood out as one of the technology players that is truly focused on providing value, and when I look at the company’s approach today and product roadmap, it’s clear that we will be able to continue bringing value to buyers globally for years to come. There is a huge opportunity for companies like OpenX to help brands navigate the increasingly fragmented media landscape. I could not be more excited to build on what the company has today and continue to help brands reach their target customers in the most efficient and effective way possible.”