FreeWheel, a Comcast Company and the provider of the industry’s leading video advertising software, today announced the appointment of Xavier Llerena as senior director, DSP partnerships. In his new role, he will manage buyside relationships, set the vision for DSP strategy, and oversee FreeWheel’s DSP partnerships team across Europe.

Llerena’s experience in mobile and tech platforms will help propel FreeWheel forward as the most significant player in connected TV (CTV) and addressability in the region. This will ensure the company maintains the best relationships to deliver the inventory needs of clients.

He comes to FreeWheel from InMobi, where he was most recently head of programmatic and the strategy and operations lead for Europe. Prior to InMobi, Llerena worked in the sales team for App Annie, which saw him build and manage the EMEAR Inside Sales Team.

Commenting on his appointment, Xavier Llerena said: “I am excited to join FreeWheel during these times of change which are only accelerating the shift to CTV and addressable TV advertising. FreeWheel has a strong footprint of European publishers and, by leveraging my previous experience with the local buyside, I hope to further strengthen our position in Europe.

“I am looking forward to contributing to FreeWheel’s mission to create the leading TV marketplace bringing together buyers and sellers of premium video advertising.”

“Xavier is the perfect person to develop FreeWheel’s DSP relationships. He has a strong sales background in the European divisions of major advertising players, which has given him the right connections and a strategic understanding of the market,” said Justin Beere, VP, DSP partnerships at FreeWheel.

“Furthermore, Xavier knows FreeWheel’s proposition for premium video and how to elevate our addressable and CTV offerings at a critical time for the industry. I am very pleased to have him on the team.”