– USA, NY – Light Reaction, a mobile-first performance advertising business that is part of Xaxis, announced today it has named ad industry veteran Bob Walczak as CEO. Walczak will guide the fast growing Light Reaction business in its continuing development as it extends its product offerings, technology capabilities, geographic footprint, and client roster. Light Reaction currently serves more than 400 clients across 26 markets in North America, Europe, Asia and the Middle East, providing highly accountable, outcomes-based results for global brands. Current Light Reaction general manager Paul Dolan will remain in a strategic advisory role.
Walczak brings over a decade of experience driving revenue growth and developing industry leading mobile and cross channel products for some of the world’s most dynamic ad tech companies. Most recently he was the general manager for IPONWEB’s BidSwitch where he grew the business 500% and doubled the business’ client base in a year. He was previously general manager and vice president at PubMatic where he built out the company’s mobile and emerging media business from inception to more than 25% of the company’s overall revenue. Earlier, Walczak was founder and CEO of ad tech start-up Ringleader Digital, one of the first companies to develop a comprehensive mobile ad serving technology platform.
“Bob’s mobile experience encompasses everything from the pre-smartphone era to the present day, with a great resume in developing and launching breakthrough mobile platforms for global advertisers,” said Brian Gleason, global CEO of Xaxis. “We look forward to his leadership in building upon Light Reaction’s strong worldwide momentum as we continue to expand our leadership in mobile and cross-screen performance advertising solutions.”
“Light Reaction has brought an exciting new approach to the performance marketing space, enabling advertisers to pay only for the specific outcomes that directly support their business,” said Walczak. “I look forward to leading the talented Light Reaction team in the next exciting phase of our development.”
Light Reaction’s response-oriented methodology and model is designed to maximize the volume of outcomes a brand is able to achieve. In addition to leveraging robust audience data, high-performing media inventory and real-time programmatic technologies, Light Reaction is developing tools that tap the emerging field of perceptual science to help advertisers stand out amidst the crowded digital real-estate of consumers’ mobile devices.
About Light Reaction
Light Reaction is a programmatic performance advertising business that sells clearly defined customer outcomes. Part of Xaxis, the world’s largest programmatic media and technology platform, Light Reaction’s mobile-first approach to performance combines scientific insight with the data resources and scale of Xaxis to deliver highly measurable results for global advertisers. Light Reaction is available in 26 markets across North America, Europe, Asia and the Middle East.
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