Jeff Lanctot Named CEO of Mixpo

Agency vet takes reigns at video ad tech firm

Veteran digital agency executive Jeff Lanctot has been named CEO of Mixpo, a Seattle, WA-based ad tech firm focused on Web video.

Lanctot is among the more respected minds in the online ad space. He recently left his position as chief media officer at Razorfish—his second tour of duty with the agency. As chief executive of Mixpo, he succeeds Anupam Gupta, a company co-founder who will remain on Mixpo's board.

Previously, Lanctot spent a few years at Microsoft, as managing director for the company's former Advertiser & Publisher Solutions Group. Prior to that job, Lanctot held several roles at Razorfish, including gm, chief strategy officer. During that time he worked on brands such as Nike, Coors and Weight Watchers.

Mixpo boasts of technology it says makes online video ads more effective and more targeted. The firm claims its video player touches a billion impressions each month in the ad exchange/ad network realm.

The company also focuses on cross-media campaigns. Officials at the company contend that 70 of the top 100 U.S. brands use the company's multiscreen ad tools.

Lanctot has been on the Mixpo board since 2008.

"I believe in our people and our product, and more importantly, so do our customers," he said. "Video is the fastest growing segment of digital advertising, and Mixpo has been build for this multi-screen video world. I'm incredibly excited to bring our solution to publishers, advertisers and agencies."