SAN FRANCISCO, CA — (Marketwired) — 04/12/16 — , a leading provider of mobile in-app advertising solutions for advertisers and publishers, today announced that mobile ad veteran Mike Ng has joined the company as CEO to drive sales in new markets and expand its current programmatic capabilities to burgeoning social media platforms like Twitter. Under Ng–s leadership, Manage is creating a single mobile advertising platform for marketers to access and buy high quality mobile in-app and social channel inventory.
Today–s consumers are spending more than 87 percent of their time on mobile devices using apps, with social networks consuming 29 percent of all mobile app usage, according to a June 2015 comScore report on mobile apps. This equates to the average American checking their social media accounts and spending .
With this expansion, Manage is helping marketers to reach consumers where they spend their most engaged time. In so doing, it becomes one of the few programmatic pure-play mobile real-time bidding (RTB) companies to make the leap into the social media ad space.
“During my time launching Twitter–s Mobile App Promotion business, I saw both overwhelming interest from marketers in high-quality inventory, and also the challenges they faced when dealing with inefficient campaign silos and constrained resources,” says Mike Ng, CEO of Manage. “Manage has the technology stack and mobile expertise to help advertisers succeed across fast-moving programmatic RTB exchanges and ever-growing social media platforms.”
Today–s social media channels require contextually relevant marketing in order to deliver the right ad, to the right user, at the right time. Ng–s insight will help Manage to best anticipate and meet the evolving needs of marketers, while the company–s long-standing mobile expertise naturally translates to the ad platforms of this unique social space.
“Performance marketers and brands alike are seeking to compete by acquiring, engaging, and retaining customers in a mobile-driven world,” says Ng. “Social media ad channels are a crucial piece in this mobile space because they represent a key nexus of user diversity and engagement, enabling richer targeting opportunities for advertisers. Given the proprietary nature and nuances of each social channel–s unique adtech stack, these networks are still a mystery to many in terms of efficiently buying at scale and avoiding siloed efforts. Ultimately, we are expanding our unified platform to allow marketers to ubiquitously reach these in-app audiences wherever they are — both on social channels and through individual publishers via programmatic sources.”
Ng brings to Manage deep expertise in programmatic and social marketing. Previously, he served as head of mobile app promotion at Twitter, where Ng was responsible for growing the mobile app download business revenue by more than 100 percent year-over-year spanning mobile gaming, mobile commerce, travel, retail, finance, media and entertainment sectors. As general manager and vice president for mobile advertising solutions at Criteo, Ng built a global team and brought to market the company–s mobile offering both pre and post IPO. Ng also led business development and global partnerships at data management platform Blue Kai, which was later acquired by Oracle, as well as served in leadership roles at eBay and Yahoo!.
Ng holds an MBA from Duke University–s Fuqua School of Business and a B.S. in applied economics and management from Cornell University.
“While our partnership is still in its early stages, we have already witnessed immediate benefit from working with Manage,” said Sho Masuda, vice president of growth at . “With the company–s established programmatic in-app capabilities now coupled with social media inventory, I have no doubt that Manage will continue to help Poshmark optimize our advertising efforts to reach the right customer at the most opportune moment — a critical differentiator in the highly-competitive and ever-evolving fashion industry.”
Manage offers full spectrum data-driven mobile app marketing solutions for performance advertisers. With Manage, advertisers can reach their target audience segments across mobile and tablet devices, to grow, nurture and understand their customers. As the first and largest RTB buyer on all major mobile ad exchanges, Manage handles over 40 billion RTB impressions daily across mobile in-app and mobile display inventory, and has robust profiles on over one billion mobile users. For more information, visit us on , , or .
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Vivian Kim
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