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Eyeing VOD Ad Growth, This Technology Hires Senior Execs

This Technology, a provider of software solutions for dynamic ad insertion across multiple platforms, announced that it has hired three senior executives and opened an office in Denver.

The executives joining This Technology are: vice president of engineering John Mick, formerly with Cisco Systems; vice president of sales Sean Rooney, previously with Edgeware, BigBand Networks and Motorola Mobility; and vice president of software architecture Bryan Santangelo, formerly with Time Warner Cable.

This Technology said it established the Denver facility as the company “continues to contribute to important DAI innovation taking place in the region.” This Technology maintains its headquarters in New York City.

In 2012, the company has hired more than 10 new employees to gear up for what it says is an increase in DAI VOD trials and deployments under way with multiple MSOs and programmers. This Technology currently has 14 employees.

“As This Technology works with MSOs and programmers to help them plot their respective DAI roadmaps, having the right team and mix of skill sets in the right places allows us to remain in lockstep with our customers,” This Technology CEO Jeff Sherwin said in a statement. “We continue to hire the industry’s best and brightest talent with the addition of John, Sean and Bryan, who are respected leaders in advertising and cable, and will be instrumental in This Technology’s continued growth and success.”

The company sells software that provides metadata management, ad-inventory management and interconnect functions, with support for VOD, network DVR, IPTV and mobile devices. This Technology’s systems are designed to manage dynamic ad insertion across video applications that have shared inventory.

Privately held This Technology's investors include Genovation Capital general partner Jeffrey Binder, the Columbia Business School Lang Fund, Paul Kagan and Jim Ramo. The company expects to make an announcement later this year regarding an institutional financing round.

Mick is in charge of This Technology’s engineering, design and development, testing and quality assurance. Before joining This Technology, he was a software architect and lead developer for Cisco’s Personalization and Advertising Transaction Hub product development team.

Rooney, who oversees This Technology’s sales organization, has worked as a senior sales executive with VOD vendor Edgeware, BigBand (now part of Arris), Motorola and Broadbus Technologies (acquired by Motorola).

Santangelo supports software architecture and development for all This Technology products. Previously, he was a principal architect for Time Warner Cable’s Advanced Technology Group, with responsibility for architecture and design of advanced advertising for video platforms, the company’s API externalization and access strategy, and the video back office virtualized infrastructure as a service architecture.