Madhive Names Darien Ford Chief Technology Officer

Madhive, a television advertising technology company, has hired tech veteran Darien Ford as chief technology officer. In this role, Ford will oversee Madhive’s engineering practice to build on the market adoption of the company’s next-generation TV advertising software infrastructure, which powers local and regional streaming ad placements for its clients.

Ford said: “With the explosion of streaming content and changing viewing habits, the traditional approaches to television advertising are quickly becoming outdated. That’s why it’s critical for companies to act now and embrace new solutions that can help them navigate these challenges and stay competitive.

“Madhive represents a major leap forward in this regard, equipping TV buyers with a programmatic solution built specifically for the dynamic streaming advertising marketplace, providing the ability to optimize campaigns in real-time based on performance and desired outcomes.”

Adam Helfgott, Madhive founder and CEO, said: “As a seasoned technologist with a strong background in managing and acting on massive, complex data sets, Darien possesses the unique expertise that enables him to navigate the evolution and complexities of the advertising industry. He has a deep understanding of the technical challenges involved in developing scalable platforms leveraging machine learning and artificial intelligence solutions to move businesses forward, which will help guide the next evolution of Madhive’s all-inclusive infrastructure solution for modern TV advertising.”

Ford, who has pioneered technology, software and engineering architecture for enterprise companies across live video streaming, banking, video games and adtech, will oversee a diverse engineering and technology team.

Most recently, Ford was at Affirm where he led the credit engineering organization and was responsible for building and managing all underwriting models and decisioning systems that processed every financial transaction. Prior to Affirm, Ford spent more than five years at Capital One Software where he developed products that streamlined workflows and enhanced productivity for the company’s 10,000-plus engineers.