Miappi appoints new Chief Commercial Officer

Miappi wins record new deals, appoints new commercial director and closes funding. There has hardly been a day in the past six months that the #adtech sector has been out of the headlines. Are we finally seeing the maturation of the much anticipated, fast-moving industry?Well, there is always two sides to any story; from the polarised opinion around ad-blocking, the impact of algorithms on brand content to a spate of sales, exits and acquisitions; all these prove interest in the sector is at an all-time high.At Miappi we have certainly been busy and seen a spike in interest. To meet demand we have brought in the support of an experienced Commercial Officer to oversee sales and new partnerships. Giles Darby is a highly successful commercial leader who has worked with some of the most prestigious media companies in the UK (market leaders, challenger brands and start-ups).With an extensive background in media sales and marketing across digital, radio and outdoor, he’s built, led and coached numerous award-winning teams.Speaking about his appointment, Darby said: “I was attracted to Miappi as I have seen first-hand the disruption taking place in the media, brand and content marketplace. As a key player in the #adtech space, Miappi has a proven track-record with brands such as British Airways, Puma, Unilever and 3 mobile. My focus is to continue to build and deliver sales growth working with the London team.””The social and digital display sectors appear to be in their insurgence,” said Miappi CEO, Andrew Foyle.


“This year in the industry the movements have been remarkable. In July Monotype announced the acquisition of Olapic for $130m; Sprinklr, a provider of enterprise social media management tools, raises $105 million in new funding at a $1.8 billion valuation. In May this year Adobe acquired LiveFyre. LiveFyre has raised a total of $67m since launch. Also in May EngageSciences acquired Wayin – a social intelligence and visualisation company. And back in February Sprinklr acquired Postano from parent company Tiger Logic.”At Miappi we are witnessing a change in the way brands engage and connect with customers via social and digital media. Five years ago it was about just being socially active, creating content and learning which channels and platforms delivered. Today, the challenge is about identifying your most valuable content and using that to cut through the noise. And the next few years we see brands, agencies and the industry who want to take back control of the investment they have made in digital and social content.Foyle added: “At Miappi we have been approached by some impressive household names looking for help. From motor manufactures to luxury lifestyle brands and Premiership football clubs, all of whom are looking to improve the return on investment they have made in social and digital content.”

“We have been growing sales at our fastest rate, adding new members to the team and great new functionality to the platform.  This has been recognised by our backers, including Downing Ventures, who have supported us with a significant new round of funding”.

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