Waymark Names Michael Tuminello Director Of Product

Waymark, a provider of AI video creation technology, today named industry veteran Michael Tuminello as its new director of product.

Tuminello brings his more than 15 years of strategic product leadership in video advertising technology and creative tools development to Waymark, “where he’ll continue to innovate the cutting-edge AI-powered video creation product that’s automating high-quality video ad creation for major technology providers, cable companies and digital publishers,” the company says.

By combining multiple generative AI models, the tech startup has developed an end-to-end video creation platform that allows anyone to produce ready-to-air commercials suitable for TV, streaming, and digital platforms. Waymark drives hundreds of millions in local TV and streaming sales for major global media companies including Fox, Spectrum, Scripps, Paramount and many more. 

Tuminello’s experience spans the evolution of digital video advertising, having held senior product roles at industry-leading ad tech companies including Sizmek, Innovid, Integral Ad Science, Flashtalking and Mediaocean. At Innovid, he led the creative product line as the company grew tenfold from about $10 million to over $100 million, while at Flashtalking, he directed product strategy for two key growth products — CTV/video and verification — that contributed to the company’s $500 million acquisition by Mediaocean.

Waymark CEO Alex Persky-Stern says: “We’re so happy to be adding Michael to the team. His track record of building really effective ad creative software from Innovid to Flashtalking is truly second to none. He brings both the creative and technical perspectives and knows exactly what it takes to make effective creative tech.”

Named one of the fastest-growing companies in the U.S. by the Financial Times, the company recently released Waymark 2, “a next generation platform that allows the company’s partners like CBS to create one-click, high-quality videos easier and faster than ever before.”

“Waymark sits at the intersection of the industry’s most rapidly evolving components — video, creative and AI,” Tuminello says. “The impressive ‘secret sauce’ they have created on the back-end, combined with their easy-to-use platform, is the future of creative advertising. As one of OpenAI’s first API partners, Waymark is at the cutting edge of driving the industry forward, and I’m excited to be a part of it.”

Tuminello built a pioneering ad creative authoring tool at Unicast that secured deals with leading publishers and broadcasters, led the development of Innovid’s interactive video format portfolio, and launched IAS’s first Unified Video Tag to enable efficient video measurement across all devices and video formats.

Tuminello holds a B.A. in English and East Asian Studies from the University of Virginia.

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