Former BBC Worldwide’s executive VP and general manager of advertising Chris Dobson has been appointed chairman of global programmatic digital marketplace The Exchange Lab’s board of directors.
Dobson, who revealed his plans to step down from the commercial arm of the BBC last March, will be responsible for running the board and providing strategic direction for the company while helping drive growth and establish new relationships with external stakeholders.
Commenting on his reason for joining the company Dobson said: “The future of digital advertising lies in programmatic marketing."
He added: “With its integration into more platforms than any other company, its proprietary technology and creative digital campaigns, The Exchange Lab is at the epicentre of the programmatic media marketplace, and I am thrilled to foster its growth to one of the largest media players in the world."
During his time at BBC Worldwide Dobson oversaw its international pay-TV channels and online services and was responsible for advertising monetisation strategy and execution across all its commercial media assets across TV, online and mobile. He oversaw sales and marketing teams in 18 offices across the US, EMEA and Asia.
Prior to his five and a half year tenure at BBC Worldwide Dobson held a number of senior roles at Microsoft spanning seven years, latterly as VP and general manager of the UK Online Services Division and vice president of global ad sales and trade marketing.
His appointment follows the comments of World of Federation of Advertisers' head of marketing capabilities Robert Dreblow, who told The Drum many of its client members, which include Coca-Cola, Kellogg's and Johnson & Johnson, believe programmatic trading is the future of advertising.