MediaBank names Yahoo’s Wise CEO

MediaBank, a media buying and analytics technology services company, has named Bill Wise its CEO. Wise most recently served as GM of ad platforms and global exchange at Yahoo.

Wise’s duties as CEO of MediaBank will include client services and further development of the company’s technology services.

Wise will replace Brad Keywell, who will remain a director and advisor. His duties as CEO of MediaBank will include further developing its services, he said. Wise also hopes to ease the media-buying process, allowing agencies, marketers and publishers to supplant brokers with the company’s services.

“As media spend goes more digital, ad agencies are trying to figure out their cost model and publishers are trying to best maximize their revenue,” he explained. “The more intermediaries there are, the more revenue they’re taking from principals. Mediabank is trying to make that process more efficient so we can pass that value back to publishers, marketers and agencies.”

Wise joined Yahoo in 2007 when it acquired Right Media, where he was president.

MediaBank clients include Starcom MediaVest Group, Active International, Empower MediaMarketing and 22squared, according to the company.

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