Ringleader Digital wants to play a major role in shaping the future of the mobile advertising space, and it hired a new vice president of product management to help it achieve that.

Sonjoy Ganguly joined the company after having been director of product management for DoubleClick’s Rich Media product line. Before that, he was at TheLadders.com, an online job board for professionals.

Mobile advertising is the next generation of things to come – “it’s very much in its infancy and Ringleader is poised to help,” Ganguly said. “What they do well is make it easy for buyers and sellers to connect in this space.”

One of his first directives at Ringleader is to help set the product strategy – not only for the next six months but looking out 12 to 18 months down the line, he said.

Ringleader’s open, third-party advertising model continues to gain attention from major industry players including advertisers, agencies and publishers, according to the company. Recent announcements include deals with major brands like IAC Advertising Solutions and mobile application companies such as HopStop, which provides subway and bus directions in major metro areas.

The company’s abilities to target campaigns by device functionality as well as to provide common reporting that maps through DoubleClick and Atlas ad management systems are just two reasons for Ringleader’s strengthening popularity, the company said.