Direct Digital Holdings Expands Executive Team

-Global Marketing Expert Calvin Scharff of Pixalate Joins as Group’s Vice President of Marketing

-Information Systems Specialist Michael Ivancic, formerly of EMX, Named Head of Product

Direct Digital Holdings, Inc., a leading advertising and marketing technology platform operating through its companies Colossus Media, LLC (“Colossus SSP”), Huddled Masses LLC (“Huddled Masses”) and Orange142, LLC (“Orange142”), today announced that two digital media executives will be joining the Company in key roles. Calvin Scharff, who most recently served as Vice President of Global Marketing at Pixalate, is joining as the Company’s first Vice President of Marketing. In tandem, Michael Ivancic, who was previously Product Director of the Exchange at EMX by Big Village, is coming on board in a newly created position, as Direct Digital Holdings’ Head of Product.

“As Direct Digital Holdings and our operating companies continue on a growth trajectory, it is critical to attract top talent into the fold to drive our business further ahead,” said Mark D. Walker, CEO and Co-Founder of Direct Digital Holdings.

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While at Pixalate, Calvin Scharff led the release of an industry-first Publisher Trust Index indexing 80 million+ websites, 8 million+ mobile apps, and 60,000+ CTV apps, driving trust and openness to the programmatic ecosystem. He was also responsible for building closed-loop marketing systems that relied on data and insights to successfully improve ROI. Before that, he was Vice President of Product Marketing at OpenX.

In his new post, Scharff will be overseeing the development and implementation of digital marketing and digital lead generation strategies in support of the corporate and business development objectives of Direct Digital Holdings and its subsidiaries. He will be reporting to the Company’s Chief Growth Officer, Maria Vilchez Lowrey.

“With Direct Digital Holdings serving both the buy- and sell-sides of the programmatic ecosystem, our marketing needs to address a multitude of stakeholders,” said Vilchez Lowrey. “Calvin’s track record in leading successful marketing efforts across the digital media landscape will be invaluable as we maximize multichannel marketing efforts to drive customer acquisition and retention.”

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At EMX by Big Village, Michael Ivancic owned and developed the product roadmap and strategy for the advertising exchange, programmatic integrations (both supply- and demand-side), Prebid header-bidding adapter, identity solutions, first-party and third-party targeting and internal tooling. Prior, he served as Engineering Manager at Synacor, Inc. and earlier in his career, he held product and development positions at Adiant and Seevast, Inc.

As Head of Product at Direct Digital Holdings, Ivancic will be responsible for creating and implementing product strategy for buy-side and supply-side initiatives. He will report to Anu Pillai, Chief Technology Officer for the Company.

“Michael has a strong background in overseeing a management portfolio of products and a deep understanding of the evolving role that data and audience play in the programmatic market,” said Pillai. “He is going to be a tremendous asset as we drive productization within our various companies to successfully meet the needs of both the buy- and sell-side.”

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