Until very recently, Bain reported to Jon Miller and was President of the Fox Audience Network, the monetization arm for MySpace, IGN and other News Corp. digital properties. Bain took the Audience Network job in 2008 amid a reorganization at Fox and MySpace. Prior to that he was EVP, Product & Technology for Fox Interactive Media.
Bain’s organization has been a bright spot in an otherwise dismal group of digital products at News Corp. The company’s self service ads are generating hundreds of millions of dollars annually, we’ve heard. And until very recently there were plans to spin the entire unit out of News Corp. into a separate company. Silverlake Partners and others bid to fund the new entity, but the deal never happened, say our sources.
Bain walks into Twitter just as the company is preparing to ramp up monetization efforts. Twitter’s made small experiments with advertising to date, and they have paying search deals inked last year. But now they want to ramp revenue significantly. Bain is a proven executive at building advertising and monetization products that leverage data and software to create revenue. It’s a good fit.