A digital advertising platform founded by more than 20 regional newspaper publishers has made a senior appointment to its sales team.

Victoria Swainson has taken up the role of head of programmatic with 1XL, the digital advertising platform created by publishers including Newsquest and Johnston Press to enable ads to be sold across 800 local websites.

“Programmatic” ad buying involves the use of software to purchase digital advertising.

In her new role, Victoria will be responsible for overseeing programmatic strategy and ensuring the company “continues to combine the quality environment of local media with the scale of national”.

Victoria’s past employers include the Financial Times and News UK, where was responsible for programmatic sales and strategy at The Times and The Sun

Scott Gill, 1XL managing director, said: “Victoria is a superb addition to the 1XL team, bringing extensive experience garnered at some of the UK’s most renowned media companies.

“She has an excellent track record of helping deliver commercial success in buy- and sell-side roles and can use this to build on our unique offering of mass localisation for trading desks and advertising clients.”

Victoria added: “1XL provides buyers with a rare opportunity to reach highly engaged audiences at scale.

“I’m excited to continue the success the team have already achieved and make it easier for advertisers to access the right people at the right time, in the quality environments our publishing partners uniquely provide.”