Admix

Admix Expands Into US And EMEA With Major Hires from Google and Spotify

Published

4 years ago

January 15, 2021

Admix, the fast growth London-based games monetisation company, has expanded its commercial team with two major hires in the US and EMEA.

These two appointments are the first part of the Admix 2021 expansion plan that will see the company double in size from 40 to 80 staff, following a $8.5 million Series A round in 2020.

Michael Silberberg, based in New York, is joining as VP Global Agency Partnerships after 14 years with Google across three continents, notably in London, where he spent five years as the head of global platforms leadership for WPP, Dentsu Aegis and other agencies. In his most recent role, he served as the cross-functional leader across the entire WPP-Google relationship. Other previous responsibilities at Google included ecosystem development in Sub-Saharan Africa as well as leading demand generation in the wake of the DoubleClick acquisition.

Michael Silberberg, VP Global Agency Partnerships at Admix, commented:

Prague Gaming & TECH Summit 2025 (25-26 March)

“Since I was a kid reading William Gibson, I’ve been excited by the prospect of ads engaged with immersive digital environments. I can’t wait to drive growth of Admix’ ecosystem that enables game developers to monetise their virtual environments with in-play engagements for gamers.”

Alex Faust is joining as EMEA VP AdSales. He spent five years at Spotify, most recently as global leader of its international ad sales and brand partnerships team. Previously he spent seven years at Microsoft across UK and global roles, most recently as sales leader of their multinational team, at the time part of Microsoft’s Global Accounts and Agency org.

He commented:

“With gaming at the top of the league for audience engagement, we are witnessing the next big shift in media. In-play advertising brings real value to all: brands, game creators and audiences, so the road ahead is incredibly exciting.”

Silberberg and Faust will build out and lead the commercial teams across EMEA and the US, taking Admix’ new products to market with agencies and brands.

Samuel Huber, CEO at Admix, commented:

“In 2021 every brand is looking at leveraging gaming to reach their users in new ways, so now is the time for Admix to expand commercially. I couldn’t be more excited to have Alex and Michael join us to lead our efforts with brands and agencies globally.”

Admix was founded in 2018 and pioneered in-play, a monetisation solution enabling game developers to monetise via non-intrusive data-driven product placements integrated inside gameplay, which provide advertisers with a new way to engage their audiences whilst they play.

Advertisers can buy this unique inventory 100% programmatically via platforms such as DV360, TheTradeDesk or Xandr and target an engaged audience playing games at scale.

In 2020, the company has seen hypergrowth, its SDK now integrated with more than 300 games, and having seen 800% revenue growth across the year from unprecedented inbound and direct sales.

Admix

Admix Strengthens In-Play Leadership For The Americas

Published

4 years ago

August 11, 2021

GamingAmericas.com

Admix, the pioneering In-Play advertising platform that bridges the gap between gaming and advertising, announces the appointment of senior advertising industry leader Marty Berman as VP of Sales for North America and LATAM.

Berman’s appointment signals the latest phase of Admix’s 2021 US growth strategy, which will see the experienced teambuilder spearhead a major talent acquisition drive across the US, with Q3 and Q4 hires planned for New York, Chicago, San Francisco and Los Angeles. The Chicago native will work closely with Michael Silberberg, Admix’s New York-based VP of Global Partnerships.

He joins Admix with over two decades of media and advertising industry experience, having held senior leadership roles at global organizations such as InMobi, Integrate Marketing, NBC Internet, Triad and Monster, with key accounts including American Family Insurance, United Airlines, GMC and Progressive Insurance.

The gaming industry is at a tipping point following the change in consumer habits accelerated by Covid-19, which accelerated gaming’s mainstream cultural awareness and hypergrowth. Consumers now spend more time gaming than they do on social media, creating both an opportunity and a challenge for brands to reach the three billion active gamers globally given the intrusiveness of many gaming advertising formats. Admix’s proprietary rendering technology has been engineered from the ground up, to insert demanding ad creatives into any 3D environment.

Marty Berman, VP Sales for North America and LATAM, commented:

“I’m excited to join Admix at a time where mobile games compete with social media as a pastime. Major brands have not yet been able to leverage this tremendous scale in a meaningful way, with gaming audiences historically only available for advertisers to reach via manual activations. As demand increases exponentially to buy gaming inventory programmatically, Admix is in the lead position to deliver a solution to the Northern America and LATAM markets that solve the major barriers of scale to reach this elusive audience. Reaching the gaming audience via In-Play media will continue to grow rapidly given its non-intrusive nature and the ability to automate the process programmatically, properly target, measure and prove ROI.”

Announcing the hire, Samuel Huber, CEO at Admix, commented:

“Admix aims to provide the education and infrastructure to monetize gaming content non-intrusively via In-Play. As consumers increasingly socialize, play and shop in virtual worlds, there are unlimited opportunities for brands and publishers in this fast-growing metaverse. With an incredible depth and variety of innovative, world-class brands, agencies and games publishers, North America and LATAM are at the forefront of the gaming media channel. Marty is a critical hire who will help Admix communicate the significant benefits of In-Play advertising, and he will also be instrumental in building our boots on-the-ground team across the East Coast, West Coast and Midwest.”

Over the last year, Admix has experienced hypergrowth with an 800% revenue increase driven by unprecedented inbound and direct sales, and expects to double in size from 40 to 100 staff this year.