Longtime Seattle digital ad executive Jeff Lanctot has been hired as chief executive of Mixpo, an 85-person Seattle company providing tools to manage and analyze video ad campaigns.
Lanctot is replacing Anupum Gupta, a Microsoft veteran who has led Mixpo since 2007. Gupta pivoted the company to its current model, following a $6.5 million funding round led by Madrona Venture Group.
Madrona was also an early investor in aQuantive where Lanctot held several executive positions, including general manager and chief strategy officer of its Razorfish digital marketing agency.
Lanctot became a managing director of Microsoft’s advertising business after the software giant acquired aQuantive for $6 billion in 2007. Most recently he was chief marketing officer at Razorfish, which is now owned by ad giant Publicis.
Lanctot brings top flight contacts and advertising experience to Mixpo, which has steadily built a presence among national video advertisers running campaigns on multiple screens. He may also be under pressure to rev it up further and finally find an exit.
“Video is the fastest growing segment of digital advertising, and Mixpo has been built for this multi-screen video world,” Lanctot said in a release. “I’m incredibly excited to bring our solution to publishers, advertisers, and agencies.”
Gupta said he’s “proud of what Mixpo has built so far.”
“Jeff is exactly the brand of talent we need to take Mixpo to the next level,” Gupta said in the release. “I’m thrilled to pass the torch to him at this momentous time.”
It was also quite a feat for the board to find a new chief executive whose name rhymes with Mixpo.