Extreme Reach announced that James Shears, former General Manager of The Trade Desk’s Advanced TV practice, has joined the company in the role of VP, Advanced Advertising. A recognized expert in the emerging programmatic TV space, James brings to the company a wealth of knowledge and industry relationships that will accelerate Extreme Reach’s growth in the market. He rounds out the leadership team reporting to Chief Revenue Officer Matt Timothy, that supports AdBridgeTM, the company’s complete creative asset management solution for the ad industry.

James most recently led sales and partnerships at Sorenson Media as EVP of Advanced Media. Prior to that, he was GM, Advanced TV at The Trade Desk where he played a critical role in company’s foray into TV. His experience also includes leadership positions at Scripps, TVGN and DISH Network, where he launched the first impression-by-impression platform for linear addressable television.

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“With its ability to offer more relevant advertising to audiences, addressable television is rapidly gaining favor with advertisers and viewers alike. As the format continues to grow, both in popularity and as a share of total video advertising minutes served, James is exactly the professional who can establish Extreme Reach as a dominant player in the medium,” said Matt Timothy, Chief Revenue Officer at Extreme Reach.

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“Addressable advertising is projected to grow exponentially in the next few years as advertisers and brands increasingly recognize the value of the medium’s unique targeting capabilities across all platforms and devices,” said Shears. “I’m excited to join a company with such an established presence in digital and TV advertising. AdBridge is the only platform in the video ecosystem designed to help brands move and manage creative assets for campaigns on every screen. The technology and the team are what drew me to ER and I look forward to the great work we’ll do together to pioneer new and exciting offerings.”

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