Thursday, October 17, 2013, 9:08 AM ET|Posted by Will Richmond
Ad tech provider Mixpo has hired ad industry veteran and long-time board member Jeff Lanctot as its new CEO. Lanctot takes over the role from co-founder Anupam Gupta who remains on the board. Lanctot was most recently Chief Media Officer at digital agency Razorfish, and previously served as GM and Chief Strategy Officer. Prior he was at aQuantive and Microsoft Advertising.
Lanctot told me that he intends to build on Mixpo's success in enabling multiscreen advertising, which he sees more agencies and publishers adopting. He sees multiscreen as a pathway to adding interactivity to ads, which has been another core Mixpo strength. Last week the company unveiled VideoVerify, an ad verification tool to combat fraud and substantiate video quality.
Mixpo also released a new survey of agency executives focused on extending video ad campaigns to social sites. The survey found, among other things, that 70% of agency executives believe video advertising on social networks is important or extremely important, but only 26% consider themselves "competent" in the area.