Unity Hires Chris Feo As Its New SVP Of Programmatic | AdExchanger

"Feo is joining Unity from Experian, where he spent nearly five years as SVP of global sales and later as chief business officer. Before that, he held executive roles for almost 11 years at cross-device company Tapad, which was acquired by Telenor in 2016 and later sold to Experian in 2020. For those keeping score, that's over a decade and a half under the same umbrella."

"In June, Unity launched Audience Hub, a tool that combines an advertiser's first-party data, Unity's first-party data and data from third-party partners, including Experian and Roku. Advertisers can use the platform to build curated segments or lookalike audiences and activate them across gaming inventory, connected TV and open web display. Unity built the product together with data collaboration platform Optable so that advertisers can securely combine their first-party data alongside third-party signals."

"Roughly 70% of the top 1,000 mobile games are developed using Unity's software, which also serves approximately 68 billion ad impressions per month via Unity Ads and ironSource, its mediation and monetization platform. Because Unity powers so many games, it has a deep pool of first-party data from player interactions that it's just now starting to use for programmatic advertising."

Chris Feo joined Unity from Experian to lead programmatic efforts, bringing extensive experience from Experian and Tapad. Unity powers roughly 70% of the top 1,000 mobile games and delivers about 68 billion ad impressions monthly via Unity Ads and ironSource. Unity holds a large pool of first-party player data and recently launched Audience Hub to combine advertiser first-party data, Unity data, and third-party signals from partners like Experian and Roku. Audience Hub, built with Optable, enables advertisers to create curated segments and lookalikes and activate them across gaming inventory, connected TV, and open web display. Feo will focus on growing the platform and drawing brand marketers into gaming.

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