Jonathan Tom has been appointed as RadiumOne’s new head of mobile programmatic for EMEA, it has been announced.

Tom, who previously worked as WPP vice president for EMEA and managed the mobile advertising division at Microsoft, will be responsible for developing RadiumOne’s mobile programmatic offering by continuing its expansion across Europe, as well as extending its support for brands and agencies.

“Mobile, as an ad medium, is underperforming – accounting for 40% of internet time but only 27% of online ad spend,” said Tom.

“It’s increasingly the preferred screen for consumers but advertisers are not responding in kind, which is understandable due to the complexity of the space,” he added.

“Given the critical role that mobile plays in the growth of programmatic media, I am keen to help advertisers and agencies realize the full potential of mobile first and cross-screen ad solutions across EMEA through RadiumOne’s unique audience and sharing insights, unified programmatic platform and robust analytical tools.”

Tom will sit on the European executive board, reporting to European managing director, Rupert Staines.

“Mobile programmatic is evolving fast and marketing technology companies need to better help agencies and brands navigate and understand how beneficial it can be in executing more successful campaigns,” explained Staines.

“To attract someone of Jonathan’s calibre from the world’s largest agency group enables us to do just that and confirms the increasing importance of mobile programmatic in digital advertising.”

Global programmatic marketing technology company RadiumOne was founded in 2009 and is based in San Francisco, with offices across Europe, the US, Canada and Asia Pacific.