Startup Kiptronic, which provides advertising within downloadable media, announced a new CEO today as the company ramps up its growth strategy.

New Kiptronic CEO Bill Loewenthal was formerly vice president at Replay TV. Founder and former CEO Jonathan Cobb becomes CTO in the move.

Mr. Cobb, whose background is in engineering, said the company’s rapid growth and volume of customers made it the right time to bring in an experienced business executive to lead the company.

Mr. Loewenthal said the position was attractive because of Kiptronic’s technology and the current state of the market, where downloadable media in video and podcasts is becoming expected.

“Consumers want their content where they want it and when and how they want it,” Mr. Loewenthal said. “Media companies that recognize that are taking advantage.”

Kiptronic, which provides pre- mid- and post-roll ads in downloadable content, will be announcing some large new clients in the coming weeks, Mr. Loewenthal said.

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