Independent programmatic marketing company MediaMath has announced it is extending its professional services in Australia and New Zealand, and promoted Tyler Swartz to the role of sales director.
Through the collaboration of four core areas – programmatic strategy and optimisation, analytics, technology solutions, and ad operations – MediaMath’s ANZ clients will be able to leverage its team to help them drive a programmatic approach, utilising data to drive performance.
Swartz’s role is the first of several new roles to be created over coming months. He has been with MediaMath for four-and-a-half years, having begun in the platform solutions team at the company’s San Francisco headquarters in 2013.
Swartz moved to Sydney to fulfil the position of manager of platform solutions in 2015, remaining in the role of senior manager of platform solutions until his elevation to sales director this month.
Swartz has spent over six years in the ad tech space, having previously been employed as a digital advertising specialist at the San Diego Reader. Prior to his time in advertising technology, he specialised in market research and consumer behaviour in a number of consulting roles.
MediaMath country manager Yun Yip said: “This development is significant for Tyler, as it is not just a transition from the platform solutions team into sales, but also a promotion from senior manager to director.
“It is timely and significant for the company in Australia, as it reflects our continued growth, and puts us on track to realise the full potential of the strong and dynamic market for programmatic in Australia.”
Commenting on his appointment, Swartz said: “The programmatic ecosystem has evolved quite a bit during my tenure in the industry, and I’m inspired to see KPIs moving from clicks to business outcomes, measurement from top-line to incremental, and optimisations from the cumbersome to machine learning-based.
“Although I’ll surely miss the days of building and then later troubleshooting PMPs, I’m looking forward to bringing my knowledge and experience from both the US and my time in Sydney to understanding marketers’ challenges and how MediaMath’s technology can help provide solutions.”
Swartz will continue to operate from MediaMath’s headquarters in Surry Hills.