Kevin Granath Joins Mobile-Local Ad Network xAd
Gail Chiasson, North American Editor
Kevin Granath has joined xAd, a New York-based mobile ad network focusing on delivering targeted mobile ads at scale, as senior vice president of sales.
A mobile and digital ad industry veteran, Granath is responsible for the continued advancement of xAd’s agency business, which has increased by nearly 200% over the past year.
With more than 20 years experience in sales and management, Granath has extensive practice in consulting with marketers to build effective and compelling integrated campaigns. Prior to joining xAd, he was vice president of sales at Greystripe, a mobile ad network, where he built the sales team from an early stage through to a successful acquisition by ValueClick.
Granath transitioned from traditional media sales to interactive advertising and marketing in 1995 and built the interactive ad sales force for ESPN.com and the official league sites of the NFL, NBA, WNBA and NASCAR. Earlier, he worked in sales for early-stage companies, including Cars.com, WindWire and Ansible. Over the years, Granath also has worked directly with many of the world’s leading advertisers.
“As our agency business continues to grow, we need a leader like Kevin with the skills to build and run an effective sales force,” says Dipanshu Sharma, CEO, xAd. “Our innovation is focused squarely on bringing scale to location-based advertising, enabling us to provide targeted national reach, while delivering measurable results. Kevin’s mobile experience will help us continue to take advantage of the many opportunities in that sector while catering to our customer needs in a fast and effective way.”
“With so many players getting into the mobile space, it’s important for advertisers to work with a partner that can effectively leverage a consumer’s location, and xAd offers targeting technology and techniques other networks simply cannot provide,” says Granath. “Innovative tools like xAd’s SmartFencing (BETA) and SmartLocation enable us to maximize a unique combination of mobile search behavior, accurate location signals, and other third-party data sources to deliver success metrics and real value that go far beyond just a click on an ad.”