PubMatic names global VP of addressability

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PubMatic has appointed regional director, Australia and New Zealand and head of audience, Peter Barry, as global VP of addressability. Barry (pictured), who joined the company in 2016, will relocate from Sydney to New York for the new role.

He will provide overall leadership across multiple cross functional teams and lead efforts with publishers to ensure they monetise their inventory and drive better outcomes for advertisers and data partners. Barry has been responsible for rolling out the company’s Addressability Suite across APAC, and working with leading data and identity partners in the region. A replacement for Barry’s previous role will be named in the new year.

PubMatic’s Addressability Suite includes Audience Encore, which enables data companies, publishers, and advertisers to buy and sell first-party data and utilise it to create targeted advertising offerings including campaigns with higher match rates. In addition to Audience Encore, PubMatic’s Addressability Suite also includes PubMatic’s identity management layer for publishers, Identity Hub.

According to Barry, addressability is a key opportunity for its industry in the coming years. "PubMatic’s Addressability Suite helps future-proof our industry, keeps publishers creating diverse content, and drives advertiser ROI, while respecting user experience and choice, so I’m excited to be taking on this role," he added.

Barry has also been involved with the IAB in Australia, becoming a member in 2016, and chairing the Executive Tech Council, and was one of the founding members of the IAB Mentorship program. According to PubMatic, Barry's experience will augment the company's already active role with the IAB in the US.

“We are thrilled to welcome Barry to the Addressability team. We’ve been building an innovative Addressability business which we plan to further accelerate under his leadership”, said Andrew Baron, SVP, marketplace and addressability at PubMatic.