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Three years after leaving his post as as digital media head for Condé Nast Business Media Group Online to join ad technology provider Linkstorm as CEO, publishing vet Ari Brandt is moving on again to run MediaBrix. Formerly known as video ad network Smartclip USA, MediaBrix is a bit broader, focusing on social media advertising and analytics.
In becoming MediaBrix, Smartclip USA was spun off from its European parent and is now privately held. The New York-based company is in the process of raising a funding round and the backers had chosen Brandt has the one to manage the new version going forward.
While there are a number of advertising companies focusing on the helping marketers navigate the social media space — with particular focus on Facebook and Twitter — the former Yahoo (NSDQ: YHOO) and DoubleClick exec says that his deep background in working with traditional media companies as well as startups gives him a particular vantage point to understand how best to connect established marketers and publishers with consumers.
“We have a bunch of clients, most of whom have just dabbled in social media,” Brandt says. “What we want to do is become more strategic and manage larger pieces of their business and treat social media as you would any other part of the media mix.”
Aside from completing the funding sometime in the next few weeks, Brandt will concentrate on doubling the current 10-member staff at MediaBrix.
Meanwhile, David Sidman, the founder and first CEO of Linkstorm, has returned to the CEO seat with Brandt’s departure. Release