Toby Gabriner, a well-known name in digital marketing who recently served as president of Tribal Fusion, is now president of Adap.tv, the San Mateo-based creator of the OneSource video ad management platform.
Gabriner, 38, of San Francisco, has been in the online ad industry for more than a decade, having held a number of executive posts including CEO of [x+1], president of Freestyle Interactive, and president of Carat Fusion.
In his position with Adap.tv, Gabriner will be in charge of managing business development, sales, account management and marketing groups. Amir Ashkenazi, co-founder and CEO of Adap.tv, said in a statement Gabriner “will be a key figure in guiding Adap.tv’s market positioning for our core offerings and expansion into new markets.”
The company’s ad management platform coordinates online video delivery between publishers, networks and advertisers. Gabriner said he decided to take the new job because he’s convinced video advertising is poised to skyrocket.
“Video’s been under-covered in terms of the real upside opportunities,” Gabriner said. “People are all talking about mobile, but video is where the dollars are. I like to equate video as being the Holy Grail, from an advertising perspective, of having the engagement of a TV spot and the trackability [of other digital advertising].”
Although he wouldn’t detail them, Gabriner said Adap.tv has some new products in the pipeline that played a part in his decision to accept the new job. “They are some really interesting products and new areas we’re going to be focusing on and that’s what I will be helping to figure out,” he said.
Adap.tv contends its OneSource platform helps more than 350 Web publishers earn money through video streams.