GOTHENBURG, Sweden, September 30, 2013 /PRNewswire/ -- Admeta gears up its commercial strategy by its announcement of Alexander Edström as new CEO. Admeta, the leading technology provider of Private Ad Exchange solutions to premium publishers in Europe, today announced the appointment of Alexander Edström as new Chief Executive Officer effective on October 1, 2013. By this appointment Admeta is gearing up its commercial strategy. Alexander has been with Admeta for the last 18 months as Chief Revenue Officer, and previously held an executive role at Meltwater Group. Alexander has up until today established commercial focus at Admeta and brought aboard a number of premium publishers in new and existing markets. Admeta's new CEO, Alexander Edström comments, "Admeta is known by our clients for having among the best engineers and optimization technology in the industry. We have come to a point where we know that our product holds world class and it is now time to let a wider number of premium publishers experience it." Appointing Alexander as the new CEO is the first step in several planned to increase focus on the rollout of the Admeta products primarily in Europe, USA and South America. Former CEO, Ola Tiverman, will continue to play an important role in the new management team led by Alexander, where he will focus on R&D and product strategy in a clear CTO role. Ola Tiverman comments, "I have since the start led the development of the Private Ad Exchange platform and I am excited to concentrate on the quest of constantly keeping ahead of competition with innovation and excellence." The Private Ad Exchange enables publishers to manage their ad sale and optimize income, capitalizing on the increasing demand for effective and relevant ad spend in the online market. Admeta has doubled its client base in the last 8 months and is currently optimizing over 20 billion impressions on a monthly basis. Admeta is often challenged by competitors in live tests but has yet to lose an optimization benchmark.