Mark Balabanian Joins nToggle as Chief Business Officer


BOSTON, MA and SAN FRANCISCO, CA – November 5, 2015 – nToggle, a programmatic bid stream management platform, today announced that Mark Balabanian joined as chief business officer. nToggle is expanding its presence with Mark growing the company’s strategic partnership and customer base from its new office in San Francisco. 

Mark joins the nToggle team to accelerate the company’s already significant industry traction.  The nToggle platform launched in beta during the third-quarter and it has reduced the burden on buyers’ systems up to 90% while also growing revenue.  With proven and material customer results, the platform is now poised for rapid adoption.

“nToggle provides a concentrated bid stream for us to fulfill a $1 million IO in half the time we would have otherwise,” explained Michael Fordyce, CEO of NinthDecimal, a leading mobile audience intelligence company.  “The nToggle routers are sifting through the wider firehose to provide us with the exact traffic we need.”

Mark comes to nToggle from Turn, where he was VP of Business and Corporate Development.  Mark led Turn’s global business development team, which created scores of strategic partnerships that transformed Turn from a desktop display platform into a visionary digital hub.  Mark also spearheaded several high-growth initiatives, including Turn’s expansion into programmatic video, mobile and cross-device advertising.  

Before Turn, Mark built a publisher network and launched distribution partnerships for targeting and insights products at Peerset, acquired by Piksel.  At Sienna Ventures, Mark led investments in social, e-commerce and AdTech start-ups, including a marketplace for digital advertising which was a precursor to real-time exchanges. 

nToggle co-founder and CEO Adam Soroca said “Mark brings a deep understanding of the programmatic landscape to the nToggle team.  His experience working with the broad range of partners fueling the AdTech ecosystem is instrumental as nToggle deepens our supply side relationships, adds demand side customers, and builds partnerships that enhance our platform.”

“nToggle is solving a market-need brought on by the explosive growth of programmatic advertising,” said Balabanian.  “I know first-hand the friction and complexity that still exists in the ecosystem.  I’m excited to take on the challenge of connecting the pipes more efficiently so our customers and partners can invest their resources in innovation, instead of infrastructure and integration.”

About nToggle

nToggle delivers heightened efficiency and transparency for buyers and sellers amidst the rapid rise of programmatic advertising.  Its algorithm-driven platform helps supply and demand partners manage the ever expanding bid stream.  nToggle’s big data platform “toggles” real time bidding requests across all digital media utilizing the latest analytical and machine learning techniques to optimally match supply and demand.  For more information, visit us at