"Our commitment is to truly build an enterprise Software-as-a-Service play. It happens to be for marketing and advertising as opposed to CRM or other things," Demas said. "This is really about solving marketers' problems, figuring out in real time who audiences are and what's working across audiences, across data, across media. The notion of that single platform is one of the key reasons we hired Wolf."
Turn no longer wishes to be known as a demand-side platform, preferring "cloud marketing platform" instead. If the company must suffer an ad tech label, Demas says, the data management aspect has become more important than the DSP appellation. (For more on DSP commoditization, see the recent changes at Xaxis.)
The hire also points to a trend of growing hierarchies at the big demand-side platforms. Burgeoning employee ranks inevitably create new layers of management. Turn now employs 270 people, 100 of whom will report to Maasberg, presumably freeing up Demas and Turn's other management to focus on product and business development. Turn's chief rival, MediaMath, now employs about 300 and has added new reporting layers as well, and a number of erstwhile "startup" ad tech platforms (Rocket Fuel, AppNexus, PubMatic, and Rubicon) are racking up similar head counts.