In its second-largest acquisition, Amazon buys the company for $970 million.
XGraph provides buyers and sellers of online advertising with ad targeting services.
NEW YORK, NY--November 30, 2010--XGraph, the next-generation advertising company that employs social graph analysis for more effective ad targeting, today announced that Mark Papia has joined the company as Chief Revenue Officer. Mr. Papia was, most recently, the Senior Vice President of Sales for the FOX Audience Network and Senior Vice President of Performance Marketing for FOX Interactive Media where he was responsible for revenue in excess of $130,000,000.
"We are thrilled to be welcoming Mark to the team," said Key Compton, co-founder and CEO of XGraph. "Mark is a trailblazer in audience-targeted advertising and was one of the first in our industry to utilize data-driven Real Time Bidding and DSP relationships. Mark was also one of the few responsible for building the FOX Audience Network based on the pioneering work he did with FOX Interactive Media and its flagship MySpace.com. Mark brings XGraph vast experience in brand and performance advertising across CPG, entertainment, sports, travel and consumer electronics markets."
"I started selling media against the social graph in 2006," said Mr. Papia. "Over the past five years, I have learned, first hand, that targeting and optimizing against the social graph is the single best advertising opportunity for today's digital marketer. What particularly attracted me to XGraph was the R&D that their experienced founding team had invested into their graph-based algorithms and infrastructure, creating a technology platform that is driving the next wave of audience targeting."
"XGraph's multi-graph approach is distinctive," said Mr. Papia, "and is, in all respects, the next generation of 'big data' targeting in comparison to what we had built inside of FOX Interactive. I look forward to working with the XGraph team to bring XGraph's solutions to Madison Avenue and beyond."
XGraph's innovative technology is based on the simple premise that people who share similar lifestyles, values and purchasing habits with an advertiser's core customers are the optimal audience for targeted display advertising. By partnering with top-tier Web publishers, social media providers and Web-wide infrastructure firms, XGraph is able to use proprietary social network analysis methods to identify high-value audiences for advertisers that want to reach their highest-quality prospects at scale.
Mr. Papia joined the team at Intermix Media, the company that incubated MySpace, in 2004 as head of sales. Prior to that, he spent five years at Yahoo!, driving sales and marketing for many high profile, revenue-generating brand initiatives. Mr. Papia is well known as the architect of the Yahoo/Pepsi Strategic Partnership that launched in 2001. Before joining Yahoo, Mr. Papia was a Magazine Publisher at Reed Elsevier and the Walt Disney Company.
About XGraph:XGraph provides buyers and sellers of online advertising with Connected Audience™ solutions that improve ad targeting. XGraph's innovative social targeting approach is based on the simple premise that people who share similar lifestyles, values and purchasing habits with an advertiser's core customers are an optimal audience for targeted display advertising. Social network analysis applied to privacy-friendly data sources is the core of XGraph's unique "multi-graph" methodology, enabling high-value targeting at scale. For more information, please visit www.xgraph.com.