Marketron Changes Owner and CEO

Marketron, which develops revenue management and audience engagement software for the media industry, has been sold to Diversis Capital by previous owner BlackRock Capital. The firm will now be led by Michael Collins, who replaces Jeff Haley as Chief Exec.

Marketron helps 7,000 radio and TV partners with a range of challenges from operations and finance to ad traffic and sales on-air and online. The firm's web-based Mediascape platform helps streamline operations, while its mobile ad targeting solution helps drive in-store traffic and sales. According to the firm, the Diversis buy will enable it to further develop its digital and programmatic capabilities and expand the areas addressed by its existing products.

Collins (pictured) becomes CEO, having previously led cross-device ad targeting and analytics specialist Adelphic (acquired by Time Inc. last year), before which he founded and led WPP's mobile ad agency network Joule. He takes over from Haley, who has led Marketron since 2012, and will remain on the Board. Commenting on the changes, Collins said: 'Marketron has been the undisputed leader in our space, delivering the software and services that enable our media clients to grow their businesses. The new investment from Diversis will allow us to rapidly evolve our product offerings and extend our leadership position'.

Web site: www.marketron.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.