Turn has more recently turned up the volume on video, which could be supported by Falck’s background with BrightRoll.
Falck wanted to be a CEO, so Turn’s opportunity he said, was too good to pass up. Additionally, his background at Google and BrightRoll complements Turn’s direction.
Falck fleshed out Google’s DoubleClick and GDN businesses alongside Neal Mohan and Sean Downey and later joined BrightRoll to help scale its programmatic business. He expects to do the same at Turn.
That Falck came most recently from a video platform is indicative of Turn’s future.
“Obviously Turn has made a big bet on video in the last 12-18 months and I’ve spent a lot of time in the video space over the last year,” he said. “That’s where a lot of opportunity is going, and it’s safe to say we’ll double down on programmatic video in 2016. A lot of progress has been made in the product.”
The company under Demas’ direction had been expanding its brand-direct business. Falck said he doesn’t anticipate any major change of course, but did note big brand client wins prior to his arrival – Johnson & Johnson, L’Oreal US and Hewlett Packard among them.
“It is in everyone’s best interest to [help brands] get smarter about programmatic,” he said. “I like to say that that we are a participant in an industry and we’re all looking to grow the pie.”
That said, trading desks will continue to be a key customer segment for Turn, as they were for DoubleClick Bid Manager and other major DSPs, Falck said.
In terms of Turn’s immediate focus, Falck said the company is hiring 60 new people and will continue to scale its engineering organization.