Ryan Reynolds’s Ad Shop Parent Taps Marketing Vet Joanne Bradford

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Advertising technology company MNTN has named marketing veteran Joanne Bradford to the new role of chief growth officer as the company plans for a possible initial public offering, the company’s executives said.

MNTN, formerly known as SteelHouse, uses automated technology to buy streaming TV advertising space from media companies that meet certain criteria for advertisers. The company tracks the performance of the campaigns and is often compensated when clients meet goals, such as the number of app downloads or website visits, rather than the more common measure of how many people see the ad.

Ms. Bradford, who started in the role in mid-August, is charged with accelerating growth internationally and inking new partnerships across media, agency and technology companies, said MNTN Chief Executive Mark Douglas.

“The goal is really to bring television [ads] and the ability to buy TV ads to everybody on a performance basis,” said Ms. Bradford.