Summary:

Ziff Davis has created two new roles at the company that are meant to expand its profile as more than a publisher of tech news and reviews.…

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Ziff Davis has created two new roles at the company that are meant to expand its profile as more than a publisher of tech news and reviews. Six months after developing its own in-house ad targeting platform and acquiring tech deals site LogicBuy, the company has named Vindico’s Joey Fortuna its first chief technology officer and has brought in Condé Nast’s Kathleen Kincaid as VP of product development.

It’s been nearly a year since former Time Inc. (NYSE: TWX) digital news exec Vivek Shah took control of tech publisher Ziff Davis. The transformation of the company, which is probably best known for its flagship, PCMag.com, has involved working LogicBuy, a kind of Groupon for tech deals, and audience targeting platform BuyerBase, into the system.

The job of continuing that process will go to Fortuna, while building on those two relatively new offerings will be Kincaid’s responsibility.

“These are entirely new roles for us,” said Ziff Davis COO Steve Horowitz in an interview with paidContent. “It wasn’t a product development company. It was a magazine company. So what we’re saying with the hiring of Joey and Kathleen is that we’re not just writing about tech, but we’re creating it. Essentially, we want to be for tech, what Edmunds.com is for automotives.”

Before serving as SVP for engineering at video ad-server/tracker Vindico, which was sold to Specific Media last year, Fortuna was the CTO of celebrity gaming company Fameball. He’s also held techn jobs at Quigo, which later sold to AOL (NYSE: AOL). Kincaid was most recently director of Product Management for Condé Nast, managing digital strategy and product development efforts for the publisher. Before that, she held a variety of design and product development roles at Yahoo (NSDQ: YHOO), Washington Post (NYSE: WPO) Newsweek Interactive, and Microsoft (NSDQ: MSFT).

While there’s nothing in the deals pipeline at the moment, Horowitz expects Ziff Davis to make one to more acquisitions by the end of the year.

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