NEW YORK--(BUSINESS WIRE)--Light Reaction, a mobile-first performance advertising business that is part of Xaxis, announced today the hiring of Karl Elken and Auke Boersma to serve as managing directors. Elken joins as managing director, the Americas and Boersma will serve as managing director, Asia-Pacific (APAC). The new hires will spearhead the growth of Light Reaction’s outcomes based, pay-for-performance media model across their respective markets, working with advertisers, publishers and partners to deliver highly accountable results for global brands.
Both new hires bring deep experience in digital media and advertising to Light Reaction. Elken previously served as executive vice president, managing director at SourceMedia, where he led the overall strategy for a suite of more than 15 brands including American Banker, The Bond Buyer, and National Mortgage News. Under his leadership digital revenues increased over 30%. Prior to SourceMedia, he held senior level roles at Ziff Davis Media and International Data Group.
Boersma was previously head of his own consultancy where he advised media companies on a broad range of topics including product and commercial development, strategic planning, resource allocation and investor relations. In this capacity, he also took on operational roles at companies, serving as chief commercial officer at Scoupy, the leading Dutch mobile shopper/brand activation platform, and as managing director at Videostrip (now SpotXchange BeNeLux), the largest online video advertising network in the Netherlands. Earlier he was international director, affiliate marketing at European Directories (EDsa), commercially leading the company’s affiliate marketing, search and social media activities across seven European markets. During his tenure he also served as CEO of Scoot, the company’s performance marketing division. For AdLink Group he successfully transformed the Dutch display division AdLink Media and launched its affiliate marketing network business affilinet.
“Karl and Auke have both had phenomenal success in launching major digital businesses to the advertising and publishing communities and we look forward to their leadership in driving Light Reaction’s growth in the Americas and APAC markets,” said Paul Dolan, general manager of Light Reaction. “Karl’s experience working directly with Fortune 500 companies to implement major advertising initiatives and Auke’s strength in the mobile performance space will be hugely impactful in maintaining and growing our lead in offering world class performance solutions. They will each play a frontline role as we expand our footprint and business capabilities.”
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 20 markets across North America, Europe, Asia and the Middle East. For more information, visit Light Reaction at www.lightreaction.com.