AdInMo Expands Management Team

AdInMo, the ambitious Edinburgh-based in-games advertising platform is growing again with two senior appointments to the management team.

Industry veteran and mobile gaming champion Joanne Lacey has joined the company as Chief Operating Officer, while Konstantine Rybnikov becomes the Vice President of Engineering.

Joanne Lacey – Chief Operating Officer

In addition to managing operational activities at AdInMo, Joanne will also be responsible for driving awareness of the mobile adtech company and help deliver the company’s commitment to enabling a developer-first monetization channel. She will also lead AdInMo’s industry engagement programme working with advertisers and other stakeholders to establish a scalable measurement of trusted brand ads.

Joanne has previously held various senior marketing and operational roles at mobile games technology and publishing companies, including deltaDNA, Player X and I-play. Having helped established mobile games as a new gaming format (joining Digital Bridges in 2000 in the giddy pre-iPhone days of WAP, SMS & Java gaming) she is well placed to help AdInMo establish immersive InGamePlay advertising as a new mobile advertising ad category.

Joanne joins from global trade body, Mobile Ecosystem Forum (MEF), where she spent eight years as COO and sat on the organisation’s Global Board. During that time, she was instrumental in delivering numerous industry programmes, including Future of Messaging and Trust in Personal Data & Identity. She will remain an industry advisor at MEF.

Konstantine Rybnikov – Vice President of Engineering

As AdInMo’s new VP of Engineering, Konstantine Rybnikov will be responsible for leading the company’s SDK development and mobile optimised platform. 

Prior to joining AdInMo, Konstantine held senior development positions at a range of startups and digital advertising companies, including SoundFlow and ThoughtLeadr delivering real-time ads based on OpenRTB and direct campaigns.

Rybnikov will be working alongside AdInMo’s Chief Technology Officer, Chris Wright, who invested in AdInMo after his game analytics company, deltaDNA, was acquired by Unity Technologies.  

Kristan Rivers, AdInMo’s CEO, said:

We’re delighted that Joanne and Kon have joined our team at this key growth period for AdInMo. 

Joanne is someone I’ve been lucky enough to work with at both Player X and I-play and have always appreciated the strategic focus she brings to every role. AdInMo’s team ramped up significantly in Covid times and having a powerhouse of industry knowledge and a management team that’s worked together several times is a unique advantage.

Joanne Lacey added:

I started in the mobile games industry 20 years ago and it’s wonderful to be back home. Being at the start of establishing a new tech category is always exciting and InGamePlay brand advertising is a channel with huge potential given the exponential growth of mobile games in recent years. AdInMo is at the forefront of a new shift in digital marketing and I’m excited to join the management team to help us achieve scale.

Photo by Jonas Lee on Unsplash

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