Search expert Bill Wise joins auction-based ad network Remix Media

Bill Wise, former CEO of search engine marketing firm Did-It, has been named president of Remix Media, an advertising network for placing Internet ads tied to particular content and publication times on publishers’ web sites.

Wise says that Remix Media is out to build on the growing interest by marketers in bidding on and placing ads related to text, video and other content on an expanding base of media sites, including social networking venues. The strategy also builds on the success of more traditional online marketing, notably the process of bidding for paid-search ads through Google and other search engines.

But marketers are looking for a more comprehensive way to reach online consumers at their points of interest, such as on sites where they view content related to their preferences in, for example, fashions or sports, he adds.

“The excitement for me is the strategy of managing marketing more holistically,” Wise tells InternetRetailer.com. “Remix Media wants to change the marketing game, and that aggressive position really excites me.”

He adds that the fast growth of advertising based on media content calls for more intermediary network services. “The market is inefficient and needs an intermediary between publishers and advertisers,” he says. Remix Media is a unit of Right Media, which provides an exchange platform for buying and selling online advertising.

Wise was CEO of Did-it from 2005 to 2007. Did-It has replaced him with Dave Pasternak, who co-founded Did-It with executive chairman Kevin Lee. Earlier, Wise had served in several executive positions at online marketing companies including DoubleClick, MaxOnline and Ask.com. Ask.com now operates as IAC Advertising Solutions, a unit of IAC/InterActiveCorp.