Digital advertising company Exponential Interactive has opened a mobile division, Appsnack, which will provide brands with in-app HTML5 rich media ad solutions. Appsnack will use Exponential’s e-X Advertising Intelligence platform to bring audience targeting to mobile ads, along with all of rich media ads usual bells and whistles – including video, interactivity, and location-based services.

To lead this new division, Exponential has appointed Sandy Shanman as general manager, mobile.  Shanman comes from a position as senior VP, mobile solution sales, strategy and business development, at Limelight Networks, and has also worked at Quattro Wireless, which became Apple iAds.

“Rich media and video are rapidly becoming the most effective brand vehicles in the app economy, just like on the web,” says Shanman. “There’s a tremendous opportunity for brands and their agencies to capitalize on this trend in a more intelligent way, and that’s what Appsnack will provide. We will offer some of the most engaging mobile ads for iOS and Android that leverage our media efficiency layer and custom HTML5 rich-media creative development.”