TabMo hires Daniel Read as Head of Trading and Platform Sales to Expand Into Programmatic Market

TabMo hires Daniel Read as Head of Trading and Platform Sales to Expand Into Programmatic Market

TabMo, the new-generation mobile programmatic technology provider for agencies and advertisers, has picked cross-media planning and trading expert Daniel “Dan” Read as their new Head of Trading and Platform Sales. In his new role, Dan would pilot strategies to bring programmatic for mobile platforms to premium publishers and advertisers. Additionally, TabMo also announced about promoting Shanil Chande to the position of Head of Agency Sales.

Daniel Read via LinkedIn
Daniel Read via LinkedIn

By bringing Dan Read to TabMo, the mobile video advertising company is expected to offer accelerated media buying and selling capabilities to customers through programmatic. This move comes as UK’s mobile ad spending continues to grow at a phenomenal pace. According to reports, it is set to touch $7 billion soon, representing a kingly portion of 36.6% in total ad investments.

Chris Childs, UK managing director at TabMo, says: “Dan’s breadth of experience adds another layer to the service that we are able to offer to clients and will also help us to open new doors with brands that are yet to adopt mobile as an advertising channel. Shanil’s expanded role will enable him to increase our influence within agencies, thereby further strengthening our growth strategy.”

Excited about his new role at TabMo, Read says, “TabMo is reaping the rewards for developing technology to fill a gap in the market; its growth since it launched in the UK has been impressive.”

Furthermore, Read stresses more on how advertisers can benefit from programmatic solutions offered by TabMo –

“In addition it (programmatic by TabMo) can offer the transparency that advertisers are now, quite rightly, demanding, while its focus on the creative is much needed in this sector.  I look forward to playing a part in its continued success.

TabMo’s technology, Hawk, is a next generation programmatic mobile demand-side platform (DSP) for agencies and advertisers. It is the first to manage both the entire purchasing process and the broadcasting of mobile advertising campaigns in any ad format (including 360-degree video and native) on mobile devices in real-time.  Hawk is also the world’s first creative mobile DSP; as well as programmatic features, its creative modules enable users to adapt their existing assets to reflect the audience being targeted and the mobile screen itself.

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Hawk is available as both an in-house self-serve platform and a managed service.  Read’s role at TabMo will see him work closely with customers to advise on what is right for their individual needs, and ensure that they see a return on their mobile advertising investment.

Shanil Chande explains how customer experience remains the focus for their programmatic solutions, He says, “We are seeing significant traction with agencies as they experience first-hand the benefits that more cohesive data-driven and creative strategies can offer their clients.”

Chande adds,“Over the next few months, we will be developing our agency sales team to ensure we can meet the clear and growing need we are now experiencing for ‘intelligent advertising’.”

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TabMo, by virtue of its unique “One for All” Mobile Programmatic platform that it built in 2014, delivers mobile display, video and native ad campaigns to global audiences. It leveraged SCALA to build the mobile programmatic full-stack for the DSP ecosystem. In addition to programmatic solutions, TabMo also offers B2B branding, FullScreen, GPStore, MaxPlay and 361D in its video advertising suite, bringing cutting-edge immersive user experience for best-in-class engagement.

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