Mike Welch Joins Captify As CEO As Third-Party Search Data Gears … – AdExchanger
Mike Welch wasn’t exactly a native to programmatic.
He’s a longtime Xandr sales and strategy leader and the EVP and GM of the business under Microsoft. But he took on AppNexus as an outsider, since he was head of strategy of the AT&T AdWorks group when the telco acquired AppNexus.
Since then, he’s only getting deeper into the programm atic data sphere. On Tuesday, Welch became the new CEO of Captify, a third-party data company built on web search info.
“My job now is to step in at this stage of the lifecycle and make a step-change leap in terms of growth,” he said. “Sometimes it takes an outsider to do that.”
Captify packages audiences and contextual targeting data by licensing search info from site publishers. While Captify isn’t a search engine – most publishers or merchants license Google Search – the site operator still sees the data when visitors conduct a search on their page (some sites have their own query bar). That data is sold to Captify, similar to how LiveRamp…
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source: https://news.oneseocompany.com/2023/07/18/mike-welch-joins-captify-as-ceo-as-third-party-search-data-gears-adexchanger_2023071847758.html
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