EXCLUSIVE: Machinima’s Seth Bardelas Moves to TubeMogul to Head Agency Development

/ Mar 5, 2014


TubeMogul has named Seth Bardelas as its new head of agency development. His responsibilities include leading agency and holding-company strategy and partnerships for TubeMogul, which operates a programmatic video-buying platform for agencies, brands, and trading platforms. Bardelas’ work will cover video, mobile, social, connected TVs, and programmatic direct.

Most recently, Bardelas was VP of global brand strategy for Machinima, the YouTube MCN focused on gamers and geeks. There, he led agency relations and strategic partnerships for the company, with a focus on building Machinima’s profile among major buyers.

Bardelas’ exit continues what’s been a few months of executive shuffling at Machinima, which remains one of the largest video networks on YouTube. In the past several months, the company has seen top executives including COO Nanea Reeves, co-founder and president Philip DeBevoise, and EVP of network programming Aaron DeBevoise depart. A few months ago, Machinima named Stephen Semprevivo to the role vacated by Philip DeBevoise.

The company is also still in the middle of a search for a new CEO to succeed current chief executive Allen DeBevoise*.

All this time, Machinima has been out trying to raise a new round of financing, which we’re told the company is close to completing.

Back to Bardelas, though, his appointment by TubeMogul also reflects the growing interest among video ad buyers in programmatic. With SpotXchange’s (another major promoter of programmatic) recent rise to the top of the comScore rankings and growth shown by companies like AOL/Adap.tv and LiveRail, the demand is there. Makes sense for TubeMogul, then, to hire someone with existing ties to the agency world to tap into that.

Bardelas began his new gig this week.

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