Performance marketing company CPX Interactive announced today that it has hired former AudienceScience CEO Jeff Hirsch as the company’s chief marketing officer. With deep experience in the world of advertising networks, including stops at ValueClick, Fastclick and, most recently, Underdog Media, Hirsch will join a company known for its direct-response advertising focus.
As he prepares to return to New York City after being based in Ventura, Calif., during his stint at Underdog, Hirsch said he relishes the new challenge ahead.
“How do you take that revenue, monetization, distribution machine that a company like CPX has created, and put it to work for more and more marketers?” he said. “Not just for traditional DR, but (for) anyone who’s looking for measurable results.”
CPX Interactive has touted its affiliation with AppNexus as a technology platform of choice while layering on its years of performance-marketing knowledge and skills. The digital ad industry’s move to programmatic media and audience buying was a period of transition for the company, which originally thrived off the ad-network model.
Looking across the ecosystem, and while overall complexity remains a concern, Hirsch said the industry needs to confront attribution and viewability sooner rather than later.
“It’s taking forever to solve these problems because we have too many different voices taking part who are not necessarily driven by what’s right for the client,” he said. “They’re often driven by what’s right for the company providing the solution.”
Hirsch added about his new employer, “One of the things that I like about CPX is that we know how to continue to grow our top line and our bottom line — at the same time.”
