Sabio Mobile


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Wunderman is appointing former SapientRazorfish’s Daniel Bonner to new global chief creative officer, replacing Lincoln Bjorkman. In this role, Bonner will lead Wunderman’s creative teams across 70 countries.





Marie Gulin-Merle, previously CMO at L’Oreal USA, has been named new chief marketing officer at Calvin Klein, filling a role that has been vacant for more than a year after Melisa Goldie’s resignation.





Maribel Viteri-Reyes is now director of marketing across the Americas at Japan Tobacco International.







John J. Camarillo is now head of Publisher Partnerships at SABIO Mobile.







Under Armour, Inc has announced that Karl-Heinz (Charlie) Maurath will retire as its Chief Revenue Officer effective March 31, 2018. Maurath joined Under Armour in September 2012 as President, International with responsibility for growing the company’s business overseas.





Dataprise, a managed IT services provider, has announced the appointment of Todd Mitchell as Chief Operating Officer. Mitchell will be responsible for implementing and overseeing all customer facing and service delivery functions.





SS8, a network intelligence company, has announced the appointment of Keith Bhatia as executive vice president of corporate and business development. He will be tasked to identify and build new business relationships for SS8’s market-leading network intelligence.





JWT‘s CEO Tamara Ingram has hired McGarryBowen U.S. CEO Simon Pearce as the chief executive of North America, a newly created position. He will take on the role, which includes running JWT New York, in April and will report to Ingram.




Walt Disney Co. has named James Pitaro as president of ESPN and co-chair of Disney Media Networks. Pitaro has been chair of Disney Consumer Products and Interactive Media since 2016. He replaces John Skipper, who stepped down last year because of personal issues.





What: Mobile ad platform Sabio Mobile announced a “Validated Publishers” feature for its supply offering.
Why it matters: Brands will be able to secure high-quality supply on Sabio Mobile’s platform through a rigorous vetting process without worrying about brand safety and fraud.

Sabio Mobile, the smarter mobile ad platform trusted by brands and agencies, announced a “Validated Publishers” feature for its supply offering — a proprietary methodology that brings a scientific and data-driven approach to defining premium publishers and securing high-quality supply.With the Validated Publishers methodology, brands will be able to secure high-quality supply on Sabio Mobile’s platform through a rigorous vetting process without worrying about brand safety and fraud.

Until now, brands were dependent on unreliable methods to secure supply for mobile campaigns because the industry has lacked an agreed-upon definition for “Premium Publishers.” “Premium” has typically been synonymous with quality and trust: publishers having high web rankings or simply sites and properties with long legacies which have been trusted sources of news and information for years.

Sabio Mobile’s Validated Publishers undergo a rigorous test of a minimum of seven criteria that they must pass before running any brand advertisements on them. The company developed these criteria based on issues that are top of mind for brand advertisers today such as fraud and brand safety.

The seven criteria are:

  • Certification by the Google Play or Apple App Store
  • User ratings for the app
  • Estimated monthly downloads
  • CTR benchmarks
  • Viewability benchmarks
  • Brand safety
  • Ad Fraud

Each of the criterion has its own benchmark, but they are all important for their own reasons. For example, having an app that is Google or Apple certified adds an extra layer of protection to make sure it’s free of malware, doesn’t infringe on copyright issues, and the technical coding is up to spec. An app that is downloaded on an alternative marketplace or by direct download may not be playing by the same rules.

In the case of user ratings, when an app has a lower rating it means the app may have error-prone code, poor usability and possibly ad spamming. These are things that no brand wants to be associated with.

“There is a genuine problem in the ad industry related to ad fraud and brand safety because of the lack of clarity around premium and non-premium publishers,” said Kris English, Associate Media Director, DigitasLBi. “Sabio Mobile has been a great partner for us due to their premium publisher lists and transparency, two major components to the success of their model, translating to success for our clients.”

“Certain publishers are considered premium for their reputation in the industry, but it is still really hard to define what is premium,” said Joao Machado, Director of Mobile, OMD. “I am encouraged that companies like Sabio Mobile are trying to bring solutions to the marketplace.”

“With the onset of social media and user generated content that now demand larger digital budgets from brands, as well as the more recent ‘fake news’ phenomenon, the definition of ‘premium’ has become murkier,” said Aziz Rahim, CEO, Sabio Mobile. “With the changing times, we at Sabio Mobile realized there is a big need to differentiate inventory, so brands can run campaigns without second guessing quality of the inventory and developed with the Validated Publishers offering.”

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What: The mobile ad platform has appointed Andrew Polsky as SVP, East Coast Sales & Total Market Strategy and Jean Yap-McNamara as Creative Director.
Why it matters: Both executives will support Sabio’s mission to help brands and agencies identify their target consumers.

Sabio Mobile, a smarter technology-driven mobile ad platform, has announced two new hires that will help the company ramp up its presence in New York. Andrew Polsky has been appointed Senior Vice President of East Coast Sales & Total Market Strategy, and Jean Yap-McNamara as Creative Director. Both executives will support Sabio’s mission to help brands and agencies identify their target consumers.

As the SVP of Sales, East, Andrew Polsky will hold a key leadership position in expanding Sabio’s client base on the East Coast through Sabio’s App Science capabilities. Polsky comes to Sabio from Adsmovil where he oversaw brand partnerships and revenue growth for the mobile ad network, including direct and programmatic business lines reaching 28 million U.S. Hispanics. Prior to that, Polsky was SVP Sales East at Pulpo Media. He built out and led the digital division at Spanish Broadcasting System (SBS) as VP of Digital Media. He has held digital management roles at CBS, The Miami Herald and CNET. Polsky will be based in Sabio’s New York office.

As Creative Director, Jean Yap-McNamara will lead Sabio’s creative team in delivering impactful mobile experiences to  brands Sabio currently works with. A digital advertising veteran of 14 years, Yap-McNamara comes to Sabio from AdColony/Opera Mediaworks where she played a key leadership role responsible for creating mobile experiences working across a diverse range of renowned brands. She joined AdColony/Opera Mediaworks through the acquisition of Mobile Theory, where she was a Sr. Interactive Mobile Designer. McNamara started her career at digital interactive agency Schematic where she worked on clients such as Warner Bros. Pictures and Sony Pictures, and later at Ignited where she was responsible for digital advertising on accounts like Universal Pictures. Yap-McNamara will be based in Sabio’s headquarters in Santa Monica, California.

“As Sabio Mobile continues to experience rapid growth by being a key mobile advertising partner for today’s brands and agencies, we felt it was important to expand our capabilities in sales along with adding to our award winning creative team,” said Aziz Rahim, CEO, Sabio Mobile. “With Andrew’s depth of experience in total market strategy and Jean-Yap’s creative leadership in the digital and ad mobile space we are excited to further grow our reach.”

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