Hiring a digital executive for an out-of-home, location-based video company is not as counter intuitive as it may seem. Ian Mirmelstein, Adspace Networks' new Senior Vice President, Digital Engagement, is a digital native who began his career in the late 1990s, working for companies like Microsoft, AT&T and The New Republic. In this new role, he's leading the transformation of Adspace into a digital and programmatic vehicle. "Adspace sits in an ecosystem of media owners with digital screens that are out in the physical world," he says. "Our niche is inside of America's top shopping destinations. Companies like Captivate own elevators. Zoom owns health clubs. We own the video story inside of malls across the U.S."