Randall (left) and Eales
Mail Metro Media is investing further in its commercial data offering.
The company is launching a commercial audience data team, led by head of commercial audience data Sammie Eales.
Mail Metro Media has also hired Dave Randall, formerly Future’s commercial director, to take up the new role of head of performance and data sales.
“I’m incredibly excited to be joining an award-winning team who are going from strength to strength during what is a seismic time for data,” Randall said. “I’m looking forward to utilising my experience and strengths in strategy and data sales to secure Mail Metro Media’s position as innovative leaders in first-party data, with a performance-driven approach.”
Watch: AI will let publishers create more ‘human’ content, says Future commercial boss
In an interview with The Media Leader earlier this year, Randall described how the biggest challenge facing the ad industry is the deprecation of the third-party cookie and audience targeting more generally, and spoke of the importance of first-party data for publishers moving forward.
“We believe there is going to be a big push away from audience targeting online and into more contextually relevant targeting,” he explained.
Going forward, all campaigns booked with Mail Metro Media’s data-applied offering will have a dedicated commercial audience data team member assigned to it. This is intended to help partners more effectively plan, activate, optimise and measure their campaigns.
Eales added: “Our new data team members have backgrounds in both editorial and sales, now embedded within the insights team and working alongside the wider commercial team, bringing a holistic approach with deep knowledge of our growing portfolio of brands. We’ve always had the infrastructure, but now even more resource to deliver on it.”
