Retailers shift their ad spending from TV, radio and print ads to digital ads.
Tom Phillips, former head of Google Search and Analytics, is the new CEO at Media6Degrees, a marketing technology and services company.
Tom Phillips, former head of Google Search and Analytics, is the new CEO at Media6Degrees, a marketing technology and services company that identifies target audiences based on social networking connections. Phillips managed the integration of online display advertising firm DoubleClick into Google, and his background includes experience with other advertising companies and in publishing.
Former Media6Degrees CEO Joe Doran will remain an advisor to the board of directors and continue to develop new business opportunities for the company.
In his three years at Google, Phillips established and led the Google Search and Analytics team in developing new uses for Google data on behalf of major advertising clients, and led the development of a web-based bidding system for print advertising. He was previously CEO of Deja.com, which he sold to Google and eBay Inc.
In the 1990s Phillips was an executive with digital media firm Starwave Corp. where he oversaw teams that developed ESPN.com, NBA.com, NFL.com, Ticketmaster.com and ABCNews.com. In 1986, he co-founded Spy magazine and served as president and publisher for five years.
“Media6Degrees is poised to dramatically alter the profile of online advertising,” Phillips says. “While search marketing has plateaued and standard display becomes increasingly commoditized, the use of social data is the new frontier. Media6Degrees has developed a singular ability to identify the connections that predict the most targeted and productive audiences for marketers. This is a rare opportunity to transform an industry, and I’m fortunate to join an immensely talented, innovative and motivated team.”