Millennial Media is attempting to bolster its programmatic credentials with the recruitment of Adbrain’s head of business development Paul Gubbins.

Gubbins, who has held senior roles at StrikeAd, the Rubicon Project and Weve, becomes head of programmatic EMEA, as Millennial Media looks to align its automated buying and selling strategies.

The mobile advertising company has also appointed Gavin Johnson to the role of UK vice-president sales. Both Gubbins and Johnson will report to EMEA managing director Zac Pinkham, and will be based at Millennial Media’s London office.

“In recruiting Gavin and Paul we have been able to make two great additions to the EMEA team at Millennial Media,” said Pinkham. “They both bring substantial benefits to clients and publishers alike with their knowledge and experience, whilst helping to drive the business forward across the UK and broader EMEA region.”

Gubbins added: “Millennial Media is in a unique position to lead the conversation on automated media trading with its mobile-first expertise across brand, performance and programmatic. With programmatic creating new solutions for brands and agencies, there has never been a more exciting time to be a part of this industry.”

Earlier this month, Millennial Media announced a $109m third-quarter loss – though chief executive Michael Barrett insisted the company has a “solid foundation” upon which to build revenues in 2015.