PubMatic elevates Peter Barry to global role as VP of Addressability
Barry, who joined the company in 2016, will relocate from Sydney to New York for the new role
PubMatic, a sell-side platform that delivers superior outcomes for digital advertising, has appointed Regional Director, Australia and New Zealand & Head of Audience, APAC, Peter Barry to a global role, naming him VP of Addressability. A replacement for Barry’s previous role will be named in the new year.
Barry, who joined the company in 2016, will relocate from Sydney to New York for the new role. He will provide overall leadership across multiple cross-functional teams and lead efforts with publishers to ensure they monetise their inventory and drive better outcomes for advertisers and data partners. Barry has been responsible for rolling out the company’s Addressability Suite across APAC, and working with leading data and identity partners in the region.
PubMatic’s Addressability Suite includes Audience Encore, which enables data companies, publishers, and advertisers to buy and sell first-party data and utilize it to create targeted advertising offerings including campaigns with higher match rates. In addition to Audience Encore, PubMatic’s Addressability Suite also includes PubMatic’s identity management layer for publishers, Identity Hub.
Significant changes to the digital advertising industry, including the phase-out of cookies, compel brands to implement software that enables them to reach the right audiences across all channels, and PubMatic is well-positioned to provide access to these audiences.
“Addressability is a key opportunity for our industry in the coming years. PubMatic fosters collaboration and innovation between technology, publisher, and buyer stakeholders to ensure that every entity benefits”, said Barry. “PubMatic’s Addressability Suite helps future-proof our industry, keeps publishers creating diverse content, and drives advertiser ROI, while respecting user experience and choice, so I’m excited to be taking on this role”.
Barry has also been involved with the IAB in Australia, becoming a member in 2016, and chairing the Executive Tech Council, and was one of the founding members of the IAB Mentorship program. Barry's experience will augment PubMatic's already active role with the IAB in the US.
“We are thrilled to welcome Peter to the Addressability team. We’ve been building an innovative Addressability business which we plan to further accelerate under his leadership”, said Andrew Baron, Senior Vice President, Marketplace & Addressability at PubMatic.
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