New Sales Head for Adap.Tv

Posted by Lucy Halliday On October 16, 2012

Sydney, Australia – October 16 2012: has appointed Mitch Waters as its new director of sales, adding to the extensive digital experience in the company’s Australian office. Mitch will be responsible leading the sales team and spreading the word about the benefits of a programmatic way to plan, buy, sell and measure television and video advertising.

Phil Duffield,’s managing director for Australia, says: “This is a key role for us. We weren’t just looking for a sales person. We needed an evangelist who could influence the industry’s understanding of our capabilities and our programmatic approach. Mitch understands the media space and brings a wealth of media experience with him. He worked at News Ltd for many years and is very well liked and respected in the digital space I know he’ll fit in well here at”

Mitch joined News Ltd in 2007 as a sales executive, rising through account management to become group sales manager across press, magazines and digital assets. His influence in helping to shift the understanding of the possibilities provided by the digital future – amongst staff and advertisers – is particularly pertinent to his new role at


About builds technology that destroys the inefficiencies of television and video advertising. It delivers a programmatic way to plan, buy, sell and measure across multiple sources, screens and methods of transacting. is comprised of two operational units – the Platform and the Marketplace. Using the Platform, advertisers, publishers and ad networks get an automated way to control and analyse inventory, pricing and ad performance. As the world’s largest source of video advertising supply, the Marketplace has thousands of sellers and hundreds of campaigns transacting daily. is headquartered in San Mateo, Calif., with offices in New York, Los Angeles, Chicago, London and Sydney. is a privately held company backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit or follow us on Twitter at @Adaptv.

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Lucy Halliday