Streaming television firm Frequency has hired James Smith away from competitor Amagi to serve as the company’s new General Manager of Monetization, according to an announcement released on Tuesday.
Smith will oversee efforts to help channel operators and distribution partners increase revenue across free, ad-supported streaming TV (FAST), connected TV (CTV), over-the-top (OTT) services and virtual multi-channel video programming distributor (vMVPD) platforms, Frequency said. His work will include monetization tied to Frequency’s advertising formats, platform architecture and integrations with streaming distribution partners.
The appointment comes as streaming television companies continue looking for ways to increase revenue while managing costs and improving the viewer experience. Frequency said Smith will help lead that effort as the company expands its advertising products and works with content owners, distributors and technology partners.
“Our role is to ensure our customers can build and operate profitable streaming television businesses, at global scale,” Blair Harrison, the Founder and CEO of Frequency, said in a statement. “The next phase of streaming will be defined not only by growing audiences, but by our ability to monetize those audiences most effectively.”
Smith joins Frequency after serving as the Global General Manager at Amagi, where he built and scaled the company’s advertising business. Before that, Smith led Meta’s global entertainment and streaming advertising portfolio, growing revenue from $650 million to more than $2.3 billion across direct and programmatic channels, according to Frequency. He also held senior roles at Disney and Sony, where he worked on digital video, programmatic advertising and social monetization efforts.
“The next chapter of streaming isn’t about creating more ad inventory, it’s about creating better inventory,” said Jon Cohen, the Chief Revenue Officer at Frequency. “James deeply understands the economics of media and the realities of modern advertising.”
Frequency provides technology used to power streaming television channels for media companies and distributors. The company said Smith’s hiring follows the launch of its In-Scene Advertising product, which is designed to create premium ad inventory within live and streaming television programming.
Smith said Frequency is well positioned because of its channel network, infrastructure and distribution relationships.
“The company already powers a global network of premium channels and has the infrastructure, intelligence and distribution relationships needed to help partners realize greater commercial value from their content,” Smith noted.
Smith will be in attendance at the StreamTV Show in Denver, which kicks off next week. The Desk is an editorial partner of the event.
