Los Angeles-based MediaAlpha, a developer of programmatic advertising software, said today that it is expanding into the European market. The firm said it has opened up a London office, and hired on Robert Goldsmith as Director of Demand Partnerships as part of its efforts in Europe. Goldsmith was previously a Sales Director at KAYAK. MediaAlpha said Goldsmith will lead its travel industry initiatives across Europe. MediaAlpha said the value of media transacted through its platforms in 2017 was worth $250M. MediaAlpha’s co-founder and CEO is Steve Yi.
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