Home Advertiser Programmatic Trailblazer Mike Zeman Jumps From Netflix To Intuit

Programmatic Trailblazer Mike Zeman Jumps From Netflix To Intuit

SHARE:

zeman-intuitIntuit has hired Mike Zeman, an architect of Netflix’s programmatic trading desk, to help grow its Mint personal finance brand.

Zeman will serve as director of marketing and business development for Intuit’s Consumer Ecosystem Group, reporting to SVP Albert Ko.

During his three years at Netflix, Zeman led digital marketing during a period of dramatic global expansion, fueled by programmatic buying. He built up a substantial in-house marketing practice that used auction- and API-based methods to source media across search, display, social and video. He was later promoted to a global digital marketing role.

Previously Zeman was a senior exec within Publicis Groupe’s VivaKi trading desk organization.

In a 2014 column for AdExchanger, he advised marketers evaluating the in-house option to press ahead so long as they meet some basic pre-reqs. Those criteria included in-house engineering resources, cross-departmental buy-in and spending clout.

“I do think there is a certain profile of marketer that will be taking a hard look at the ‘build’ scenario is coming months and years,” Zeman wrote. “You own the intellectual capital, data and insight that programmatic marketing unlocks. [Additionally], your decisions on how/where/when to buy are always based on expected return. For example, you are much more likely to try and tease out the true incremental value of remarketing if you are not incented on spend volume or percent of media.”

Zeman and an Intuit spokesperson declined comment.

Must Read

The Trade Desk’s Auction Evolutions Bring High Drama To The Prebid Summit

TTD shared new details about OpenAds features that let publishers see for themselves whether it’s running a fair auction. But tension between TTD and Prebid hung over the event.

Monopoly Man looks on at the DOJ vs. Google ad tech antitrust trial (comic).

How Google Stands In The DOJ’s Ad Tech Antitrust Suit, According To Those Who Tracked The Trial

The remedies phase of the Google antitrust trial concluded last week. And after 11 days in the courtroom, there is a clearer sense of where Judge Leonie Brinkema is focused on, and how that might influence what remedies she put in place.

The Ad Context Protocol Aims To Make Sense Of Agentic Ad Demand

The AI advertising agents will need their own trade group eventually. For now though, a bunch of companies are forming the Ad Context Protocol, or AdCP.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

OUTFRONT Is Using Agencies’ AI Enthusiasm To Spur Wider Programmatic OOH Adoption

The desire for a data-driven reinvention of OOH inspired OUTFRONT to create agentic AI tools for executing and measuring OOH campaigns and comparing OOH to other channels.

Inside PubDesk, The Trade Desk’s New Dashboard That Shows What Buyers Actually Care About

A peek inside PubDesk, The Trade Desk’s new dashboard that gives sellers detailed info on how buyers value their inventory.

(Photo credit: Samsung Ads on Linkedin)

How To Advertise To Advertisers At Ad Industry Events (Like Advertising Week)

New Yorkers are bombarded by ads at every turn. But targeted ads? For your industry? While you’re on your way to an event for that industry? The surreality of that experience can still pack a punch.