Adslot's Baring joins Adform to lead US expansion

Denmark-based Adform has announced its intention to ramp up its US presence with the appointment of Julian Baring, formerly the EVP of Adslot, to the newly-created role of general manager for the US, as the ad tech outfit seeks to aggressively expand its business in North America.

Baring joins Adform from Adslot, will be based in its New York office and is charged with developing its agency and publisher relationships, with an initial focus on attracting the buy-side of the industry to its offering, which includes private marketplaces, plus ad serving.

The appointment of Baring, a seasoned professional in the ad tech sector of digital marketing with extensive experience of the US market, pre-empts a planned “aggressive” expansion of the company’s headcount there, as it attempts to better embed itself in the world’s largest advertising market.

He will report directly to Adform CEO, Gustav Mellentin, who commented: “We look forward to leveraging Julian’s vast experience in our space to deliver more value to more clients in the US.”

Baring added: “The US market is rapidly adopting programmatic marketing tools as the primary method for executing campaigns and Adform’s unique brand-focused media platform offers a mature and comprehensive programmatic media solution that will help our customers achieve their marketing and business objectives. The market is primed for Adform.”

Adform’s latest move signals the intention of a number of Europe-based ad tech firms to more firmly establish themselves in the US market – the most notable of which is France-based retargeting firm Criteo (which has already listed publicly on the Nasdaq).

Likewise, France-based out-stream video advertising firm Teads has publicly spoken about its intention to list on the Nasdaq, while IPONWEB, an outfit that builds online media trading system and originates from Russia, underlined its arrival in the US with the appointment of Nathan Woodman, ex-Digilant COO, as general manager of demand solutions last year.

Other Europe-based firms currently making waves in the US ad tech market include: UK-based predictive modeling outfit Media iQ; fellow British firm Grapeshot (which offers keyword targeting services; plus UK-based audience insights company Affectv, as well as AdBrain.

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