Admeld announced yesterday it was hiring Marc Theermann as its VP of mobile. Theerman has extensive experience in the mobile ad industry. He has worked at mobile application company, Everypoint, and mobile marketing firm, YellowPepper.

More recently Theerman worked for Smaato, the market’s leading mobile ad network optimisation platform. Doubtless it was this optimisation experience with Smaato, which attracted Admeld in the first place.

Theerman will lead the mobile ad optimisation service, as Admeld looks to help clients optimise both mobile and online ad inventory.

The new Admeld exec believes that convergence of mobile and online display is now a reality, and will ultimately lead to premium publishers demanding a more integrated offering:

The convergence of mobile and web advertising is happening faster than anyone predicted. As this trend accelerates, premium publishers will increasingly require a fully-integrated toolset to manage and optimize their inventory across all platforms. As the leader in ad network optimization for premium publishers, AdMeld is uniquely positioned to provide its customers with this groundbreaking functionality, and I am thrilled to be leading their mobile initiatives.