1XL, the digital platform formed by UK regional publishers has appointed Victoria Swainson as its head of programmatic.

1xlHer arrival comes as the operation seeks to boost its automated advertising offering and Swainson’s main role will be to ensure it combines “the quality environment of local media with the scale of national.”

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1XL provides buyers with a rare opportunity to reach highly engaged audiences at scale.  I’m excited to continue the success the team have already achieved and make it easier for advertisers to access the right people at the right time, in the quality environments our publishing partners uniquely provide,” she explained.

Swainson joins from Switch Concepts, where she was head of client development. Prior to that she was at News UK, where she headed programmatic sales and strategy for the Times, Sun and FT.

“Victoria is a superb addition to the 1XL team, bringing extensive experience garnered at some of the UK’s most renowned media companies.  She has an excellent track record of helping deliver commercial success in buy- and sell-side roles and can use this to build on our unique offering of mass localisation for trading desks and advertising clients,” added Scott Gill, MD at 1XL.

1XL is a digital advertising platform, that brings together 30 news publishers. It claims to have a bigger audience than Microsoft, to engage more mums than Mumsnet and reach 1 in 2 of the UK online population (comScore).

It has offices in London, Manchester and Edinburgh.