As part of Blippar’s repositioning as a digital media agency, Yahoo senior executive Glen Drury has been hired to the role of chief commercial officer EMEA.

Drury will report to chief operating officer Andrew Graham and be responsible for repositioning the visual search and augmented reality platform in the digital media market, as well as growing the monetisation of its visual search proposition.

“I have watched Blippar from a distance for a few years, and am excited to join at such a pivotal point in their history,” said Drury, who has also held senior positions at Opera Mediaworks, Ezakus and Kelkoo during the past fifteen years working in the European digital industry.

“VR and AR are the hot topics this year, and to me Augmented Reality one of the cleverest ways for brands to engage users with real world objects,” he added.“Providing deep engagement and interaction in cutting edge ways is the natural state of being for Blippar.”

Blippar is currently working on new forms of contextual and behavioural targeting for brands targeting issues around fraud, visibility and relevance.

Blippar co-founder and chief executive officer Ambarish Mitra commented: “With his wealth of experience, talent and strategic nouse, Glen is the perfect person to help us reposition and evolve as a digital media platform.”