Ex Did-It Chief Bill Wise Lands At Remix Media Ad Network

by Shankar Gupta, Monday, Mar 12, 2007 6:00 AM ET
FORMER DID-IT CEO BILL WISE, who left the search engine marketing firm last month citing a disagreement about the direction of the company, starts today as president of Remix Media, a division of auction-based ad network Right Media, OnlineMediaDaily has learned.
Right Media made headlines in October when Yahoo bought a 20% stake in the firm for $45 million. In December, the company created the new brand Remix Media for its ad network, which allows advertisers to bid on display ad impressions from specific sites.
Wise will oversee the growth of Remix, having experience with both auction-based media from his role at Did-It, as well as ad network management from his experience as general manager of DoubleClick Media.
"It's really kind of bridging the ad network business and the concept of an exchange with search marketing and everything else," he said.
Currently, Remix represents mostly lower-cost inventory, but part of Wise's job will entail attracting both big-spending advertisers and more premium inventory, he said.
"They're now serving two billion impressions a day. They've gotten large very quickly. Right now, they're representing a lot of remnant space," he said. "But clearly, the strategy is how to go upstream, and that's going to be a large part of my role."
Wise said the company aims to help marketers manage entire campaigns on an auction-based level.
"More and more marketers and agencies need to embrace the concept of auction-based media, and Right Media has the online advertising piece figured out," he said. "Remix Media, and we're really establishing that as another brand, can really help marketers manage their inventory holistically."