Former AOP director Lee Baker becomes marketing chief for Respond
Former Association of Online Publishers (AOP) managing director Lee Baker has joined native ad provider Respond as chief marketing strategist.
In his new role Baker, who left the AOP last November after more than three years at the helm, is aiming to forge closer direct relations between publishers and their advertisers.
Baker believes native ad formats, such as the type provided by Respond, give digital publishers a “unique” and “customisable” alternative to third-party ad network formats, which helps them drive more revenue per user.
He said: “Many publishers have an indirect relationship with their biggest clients – the advertisers – instead preferring to cede these relationships and half of their ad revenue to ad networks.
“With so many publishers currently talking about the difficulty of developing a sustainable revenue strategy, I’m looking forward to educating them about the benefits of a stronger, direct relationship with advertisers that Respond enables publishers to achieve.”
Baker will also be responsible for creating “strategic initiatives” around promoting in-content, native mobile and desktop ad formats, which are designed to let publishers create bespoke ads for brands.
Previously Baker was commercial lead of EMEA at Microsoft and was a driving force behind the establishment of the industry’s standardised online measurement system UKOM. He also launched the AOP – the industry body for digital publishing companies - as an independent organisation.
Meanwhile Respond has also appointed former Microsoft partner Paul Hickey as commercial director consultant. He will be responsible for creating and driving commercial relationships with publishers and agencies.
Hickey was publisher partner lead for Microsoft for four years.