As Advertising Week approaches, worries about transparency in digital media buying continue to mount. “We need to make the digital media supply chain less murky,” Unilever NV’s chief marketing officer recently said, joining a chorus of advertisers who are concerned about where their ad dollars are going.
With transparent fees and no media markups, Adobe Advertising Cloud launched in part to provide a voice of truth in advertising — a neutral partner whose incentives are always aligned with those of advertisers, and whose platform is designed to deliver results without compromising on transparency, media quality, or brand safety.
With that vision in mind, we are thrilled to share the news on our latest hire — Matt Anderson, global head of agency for Adobe Advertising Cloud. Before coming to Adobe, Matt served as head of programmatic for GroupM North America, where he spearheaded the creation of GroupM’s Programmatic Buying Unit— a fully disclosed and transparent programmatic service that managed over $350 million in media spend on behalf of GroupM agency clients like Unilever, Kimberly-Clark Corp., and Domino’s Pizza Inc. Prior to his role at GroupM, Matt served as managing director, programmatic, North America for Mindshare.
“Matt brings nearly 20 years of media business expertise, and has a comprehensive understanding of how agencies grow and scale in a transparent model and drive client success. We’re thrilled he’s joining the team, and are excited to see how he can deepen relationships with our agency partners,” said Brett Wilson, GM and VP of Adobe Advertising Cloud.
Anderson’s remit at Adobe Advertising Cloud will include developing, managing, and expanding senior-level partnerships with major and independent advertising agencies globally, as well as working with regional leaders to ensure a consistent, strategic approach. He inherits an organization that was recently recognized as a leader in “The Forrester Wave: Omnichannel Demand-Side Platforms, Q2 2017″ report.
Anderson will be based in Adobe’s New York office, and will report to Keith Eadie, VP, Adobe Advertising Cloud.
“TubeMogul was a critical partner from my time on the agency side due to its cross-channel breadth and independence. I’m thrilled to be joining its next iteration as part of Adobe Advertising Cloud,” said Matt. “Our platform can change the game for agencies by seamlessly connecting to marketers’ data from Adobe Experience Cloud to make advertising more relevant and effective on any screen.”
Keith Eadie is VP, Adobe Advertising Cloud