"The difference between a Mixpo and a Tremor is Tremor tends to be more dependent on publisher inventory – a media play -- whereas Mixpo is a platform. We don't resell media."
Lanctot said the publisher business is strong, but he wants to help Mixpo step up its marketing to agencies. "We need to raise the profile. We have an amazing product, we need to get it in the hands of more customers," he said.
Lanctot's career at Razorfish spanned more than 10 years and a range of owners (Avenue A, aQuantive, Microsoft and finally Publicis). He briefly left the agency after its sale to Publicis to become managing director for the Advertiser & Publisher Solutions group at Microsoft.