The Series B round for Witherspoon’s Draper James brand was led by San Francisco-based Forerunner Ventures.
Niels Meersshaert will focus on building and testing new products, as well as delivering enhancements to the company’s current suite of social retargeting tools already in use by some of the world’s largest companies.
New York, NY. – November 7, 2012 – LocalResponse, the first advertising platform that helps marketers respond to real-time consumer intent, today announced that Niels Meersschaert has been hired as senior vice president of technology. Meersschaert has extensive experience in advertising and software development and has managed a wide range of product solutions from startup companies such as Magnetic and PixelJump, to global brands such as BusinessWeek and Gucci. In his new role at LocaResponse, Meersshaert will focus on building and testing new products, as well as delivering enhancements to the company’s current suite of social retargeting tools already in use by some of the world’s largest companies.
“As the market and our business continues to scale, we’re excited to inject significant, relevant experience to the leadership of our technology team,” said Nihal Mehta, CEO of LocalResponse.
Meersschaert joins LocalResponse from Magnetic, a leading provider of search retargeting for digital media, where he was a founding employee and principal architect. There, he was responsible for the company’s overall platform, including real-time search retargeting and UI for campaign management. Prior to that, Meersschaert worked as the senior technologist of worldwide e-commerce for Gucci, where he was responsible for the architecture and user experience of the in-house content management system that powers Gucci’s global e-commerce and marketing sites.
Prior to Gucci, Meersschaert built the search engine and syndication tools for BusinessWeek Online, and was the founder and lead developer at PixelJump, an early pioneer in mobile advertising, where he led development for several initiatives, including location-based advertising, mobile games and e-commerce stores.
“LocalResponse is already responsible for some of the more exciting developments in the web and mobile advertising space, and I’m excited about the opportunity to work with an insanely talented team of entrepreneurs and seasoned marketing executives to make a lasting imprint on the future of contextual based ads,” said Niels Meersschaert.
With Meersschaert’s hire, LocalResponse continues its commitment to innovation in the targeted advertising space. This year, it has introduced solutions like Intent Targeting and Historical Intent Targeting (HIT), which allows brands to serve hyper-targeted banner ads to consumers based on present and past public social media behavior, as well as the launch of a new mobile in-store circular through its partnership with ShopLocal, a Gannett company. Every month, the company serves more than 7 billion brand impressions over its advertising platform, and monitors over half a billion pieces of consumer intent daily across public social networks.
Brands and advertisers who want more information on the ability to target consumers based on intent, may visit www.localresponse.comor send an email to email@example.com.
LocalResponse is the first platform to help marketers respond to “real-time consumer intent,” defined as a social media moment: a Tweet, a status update on Facebook, a photo on Instagram, a check-in to Foursquare and many more. Based in Chelsea NYC, LocalResponse is co-founded by digital advertising pioneers Nihal Mehta (founder ipsh!, sold to Omnicom in 2005 and early investor in Admob), Kathy Leake (co-founder Media6Degrees), and Michael Muse; and works with over 125 advertisers including Audi, Cadbury-Adams, Coca-Cola, Dell, Estee Lauder, FedEx, General Electric, General Mills, General Motors, Hershey’s, Kmart, Loews, McDonald’s, Microsoft, NBC-Universal, Pepsi, Verizon and Walgreens.