Digital ad veteran Eric Bader has been named chief marketing officer at RadiumOne, a social media targeting company that is looking to build out its online ad platform.
Bader has been a leading figure in the digital agency space, having logged stints as managing director at MediaVest, senior partner of interactive at Ogilvy and more recently as global president and chief strategy officer at Initiative. The New York native has also established himself as one of the more versed executives when it comes to mobile marketing; he and John Hadl helped found the mobile specialty shot Brandinhand in the mid-2000s. Bader has also worked at CSTV.
The role at RadiumOne is a new one. The has built its reputation on social retargeting, i.e. targeting users who have expressed interest in brands on Facebook and Twitter. But Bader said he wants to focus on making the company’s ad platform “indispensable” for online marketers for all aspects of their campaigns.
“We are looking to massively increase the number of advertisers and companies using the platform,” he said. “I have a very acute understanding of what brands need and what agencies go through. There’s a need for automation, and clients want efficiencies. But ultimately, they want better business outcomes.”
Bader sees that happening with RadiumOne’s mix of proprietary data and technology. Last year the company took on $33.7 million in new funding. Look for him to explore forging lots of new partnerships with publishers and brands. One thing he sees as crucial is keeping things simple. “If it sounds like a pseudo-scientific jargony thing, people’s heads going to explode. We’ve got to make it accessible.”