Jon de la Mothe
CBC director of digital media innovation and technology Jon de la Mothe has left the company to take on the role of vice-president, platforms and technology at Mediative, a subsidiary of Yellow Pages Group that specializes in digital media and programmatic marketing.
Over the past four years, de la Mothe led CBC’s entry into modern digital media sales, including the launch of a private ad exchange in partnership with Casale Media. Under his leadership CBC also helped form (and reform) the Canadian Premium Audience Exchange (CPAX), a coalition of Canadian publishers that sell the country’s best homegrown inventory on a unified programmatic exchange.
Mediative is charged with selling Yellow Pages’ premium online inventory, as well as inventory from partner publishers like Walmart, Best Buy and Newegg. It also buys ads on behalf of advertisers and agencies, using YPG’s extensive first-party consumer data to target audiences across the web.
In his newly created role on the Mediative exec team, De la Mothe will be responsible for acquiring, onboarding and maintaining technology to support Mediative’s sales and audience buying businesses. The company currently employs 20 different platforms through licensing deals, including publisher inventory management platforms, demand-side platforms, data analytics and CRM. The technology is used by 120 employees across four Canadian offices.
“My team will be looking for ways to integrate, automate and consolidate,” de la Mothe told Marketing. “It’s all about setting things up so our people can spend more time working with our partners, and less time fighting with technology.”
He said his role at Mediative would be very similar to the one he played at CBC. “In many ways I’m still on the same mission. Many of us are working towards a simpler world, because let’s be honest, the ad tech space is still so noisy… I’m looking forward to a day when we spend less time talking about the plumbing, and more time on insights and results.”
Prior to working for the CBC, de la Mothe was an executive producer at the Discovery Channel, and before that director of interactive strategy at CanWest.
