ShareThis, the purveyor of a social share button spanning a wide swath of publisher sites and channels, on Tuesday appointed Wade Rifkin as its VP of Programmatic Partnerships. Rifkin came from agency DigitasLBI, where he was VP of Programmatic. (See the Q&A on his transition).
Rifkin’s relationships with trading desks and agencies should come in handy, particularly since ShareThis has a longstanding partnership with Publicis agency Starcom MediaVest, which augments ShareThis’ Social Quality Index metric (a measure of clicks and shares across ShareThis publisher sites) in its ad buys.
When asked what programmatic entity would immediately benefit from ShareThis’s data, Abrahamson said exchanges and supply-side platforms are all options.
“Using the data to inform ad buys and ad targeting is certainly one option, but so is figuring out how to take [some of the internal the insights] and marketing them to agencies and brands,” he said. “We haven’t committed to a specific action plan yet on the programmatic side, but Wade will help us evaluate the landscape.”
ShareThis sees consumer intent signals across a network of almost 3 million publisher sites, which is a 15-20% increase from one year ago. The company generally sees about one billion to one and a half billion sharing events per month.