Buchalter to Spearhead Digital Revolution in Physical Spaces
NEW YORK, NY — Ari Buchalter, a leader in data-driven marketing and digital advertising technology, has been named Chief Executive Officer of Intersection. Buchalter brings more than a decade of experience building and running successful data-driven marketing technology companies and will help drive Intersection’s push to revolutionize the way information is shared and experienced in public spaces, including cities, transit systems, airports, and real estate developments around the world.
Buchalter joins Intersection from MediaMath, a leading programmatic company that helps brands deliver relevant and meaningful experiences to their customers across digital channels. As Chief Operating Officer and President, he drove the company’s growth from a startup to a global enterprise by championing the use of data and automation to power better marketing, leading the development of its proprietary, industry-leading technology, and building out MediaMath’s business and operations around the globe. Today the company’s approach to digital advertising is an industry standard.
“Just as Intersection is a pioneer of innovation in public spaces, Ari pioneered the development of algorithmic, data-driven technologies that transformed how we experience the web. He is uniquely qualified to help us develop and scale data-powered products to transform the experience of public spaces,” says Dan Doctoroff, Chairman of Intersection. “Capitalizing on the immense opportunity in front of us—bringing the power of digital to transform life in cities—requires a leader driven by complex challenges, and we have found that leader in Ari.”
Prior to MediaMath, Buchalter was a Senior Partner and leader of the Digital Media and Technology practice at Rosetta, helping it grow into the nation’s largest independent digital marketing agency (subsequently acquired by Publicis) by using data and analytics to drive more effective marketing programs for brands. Earlier in his career, Buchalter was an Associate Principal in McKinsey & Company’s Media & Entertainment practice.
“The next digital revolution will take place offline, and no company is better positioned than Intersection to bring cutting-edge consumer-driven products—funded by advertising—into public spaces,” says Buchalter. “Joining Intersection is a one-of-a-kind opportunity to apply the strategies that have transformed the digital world to create value for people in their day-to-day lives and respond to real urban challenges. I can’t wait to get started.”
Buchalter holds a Bachelor of Science in Physics from Stanford University, a PhD in Astronomy from Columbia University, and was a postdoctoral Fellow in Theoretical Astrophysics at Caltech.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media