Joe Lagani, last seen in the consumer magazine world as the chief revenue officer of Martha Stewart Living, just joined the European ad tech firm Adwanted Group, which is jumping into the US market.

He’s the president of Adwanted USA and is automating the ad buying of business-to-business publications.

“We’re giving media buyers and brands a streamlined way to connect to targeted and specialty business audiences, eliminating a lot of unproductive activities,” he said.

Lagani was a past publisher at Condé Nast’s House & Garden. Most recently, he was the head of client partnerships at Reelio, a video influencer platform.