Semcasting, the pioneer in cookieless targeting and identity graph solutions, today announced the appointment of Ryan Calabrese as vice president of business development - healthcare, pharma and financial services.
Based in Tampa, Ryan will work closely with media activation teams within Semcasting’s brand and/or agency counterparts to execute successful campaigns and proof of concept strategies.
Ryan will help develop custom solutions to help solve the looming challenges of identity resolution and accurate reporting while remaining privacy compliant for brands within the highly regulated markets that he specializes in aimed. He will fuel the continued adoption of AudienceDesigner by Semcasting (ADS), as well as Semcasting’s suite of self-serve data products across Membership Services, data activation, and holistic measurement and attribution.
Ryan has extensive experience working hand-in-hand with brands in sales leadership and customer success roles within the ad tech industry. Ryan previously held a six-year tenure at Adform, a partner of Semcasting and one of the largest, independent full-stack technology platforms working with international brands like BMW and Vodafone. He also recently spearheaded a commercial rollout at Fifty, social-powered audience insights paired with contextual media activation - wearing hats of various job positions including sales, business development, product director and customer success.
Ryan said, “I’ve always been intrigued by the technical nuances of the adtech and martech ecosystem, particularly as brand adoption has soared while the third-party cookie has deprecated. Semcasting is clearly a leader in the next generation of identity resolution and audience data solutions with its patented constellation ID matching method. I am excited to join this team and bring its valuable audience solutions directly to brands in the healthcare, pharma and finance industries where privacy is especially important. ”
Get to know a little bit more about Ryan and what he brings to our team:
Everyone’s identity is multifaceted, what are the unique characteristics of who you are?
I'm a very passionate and active musician. My first exposure to brand marketing was playing the role of tour manager (and drummer) for a local music group. Through calculated venue prospecting, cold outreach, and attractive media kits, I booked 30-day tours from Syracuse, NY to Miami, FL (and back). I moved to NYC in pursuit of rockstardom, got a day job in adtech, and the rest is history! While I am a working drummer by trade, I'm also fluent in guitar, bass and trumpet. My side-hustle and personal mission is to create an app that makes music, more specifically, playing real instruments, more easily accessible to anyone and everyone.
What has been the most exciting innovation in data/identity/measurement during your career?
The most exciting innovation has been the rise of privacy-centric first-party identity solutions that provide end-users with control and transparency of their individual data. While many consortiums and private firms attempt to earmark the new currency for the advertising ecosystem with a widely adopted solution to propel the buy and sell-side, I believe that marketers will always be challenged with fragmented data sets, and thus need to build a reliable infrastructure utilizing multiple IDs in combination with their customer records.
What are some major challenges that you and the industry face today?
Measurement and attribution continue to be at the forefront of marketing challenges. Especially with the rise of new media channels like CTV, audio streaming, wearables, and Digital Out-of-Home screens, where traditional tracking methods are not possible. Eliminating media waste via omnichannel measurement and attribution without relying on any type of digital identifier is paramount.
