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AdTonos Names Hirche to Product Post

Platform is a programmatic system for online radio

AdTonos appointed Agata Hirche as VP of product, a newly created position. She’ll be responsible for developing its programmatic platform, focusing on audio media buying and cross-device targeting.

U.K.-based AdTonos, owned by Radio Net Media, is “an audio advertising platform that connects advertisers with publishers” who use it to monetize products like podcasts, audiobooks, music and radio streams.

Agata Hirche, AdTonos’ VP of product

According to its website, “In our AdTonos solution for online radio broadcast, we replace on-air commercial break content with targeted advertisements, changing spray-and-pray ATL ads into pay-per-play performance marketing.”

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Hirche is former head of platforms and capabilities EMEA at Omnicom Media Group. The announcement was made by AdTonos CEO/founder Michal Marcinik. 

“Agata’s extensive experience … includes the successful launch of television advertising measurement provider, Samba TV, in Europe, as well as leading programmatic capabilities on behalf of the world’s largest advertising agency network Omnicom Media Group in the U.S.,” AdTonos said in the announcement.

“In her roles, Agata’s responsibilities also included managing performance for brands as well as developing B2B relationships with vendors.”

Hirche called it “a great opportunity to shape the landscape of audio adtech and to integrate publishers with the programmatic ecosystem.”

The company also recently named Lisa Stevenson as business development director for the U.K.