ABC takes a deep dive into programmatic ad tech, hires former Videology VP

By Jim O'Neill on Jul 11 2014 at 9:00 AM

ABC, which already has been dipping its toe into programmatic ad tech, dove in a little deeper this week, hiring former Videology VP Mike Dean as VP of programmatic and data-driven sales.

The newly created position gives Dean oversight for ABC’s “over-arching strategy and sales of scalable solutions that drive revenue via programmatic and data-driven channels. Core areas of focus include audience data activation, programmatic sales and inventory management, sales process automation, and related business development and vendor management,” according to the network.

In May, ABC acknowledged plans to test limited programmatic ad selling and buying to its short- and long-form online video, content from ABC News and ABC Entertainment divisions.

AdAge said the testing would not include real-time-bidding and open exchanges, nor would it include TV commercials.

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