This story has been updated with news of an additional hire at OpenX.

Digital and mobile advertising software developer OpenX Technologies Inc. appointed Rob Leff as its new chief financial officer.

Leff joins OpenX from Sawtelle-based online movie ticketing platform Fandango Inc., where he spent nearly a decade as chief financial officer overseeing the firm’s financial strategies. Additionally, Leff oversaw Fandango’s acquisitions of movie reviewer Rotten Tomatoes and movie discovery platform Flixster Inc.

Leff also served for three months as chief financial officer for Lincoln Heights-based LootCrate Inc., a science fiction-themed subscription box retailer.

“Rob is one of the most respected financial leaders in business, and brings extensive experience helping digital media and technology companies expand into new categories and significantly scale revenue,” said OpenX Chief Executive Tim Cadogan. “He has a unique understanding of how companies can diversify both revenue streams and product lines, while still maintaining stability and growth, and this will be invaluable to OpenX as we expand.”

OpenX plans to expand its marketing offerings further into video, as well as establish footprints in Southeast Asia. The company reports it has been profitable for five straight years and has raised $70.5 million since its 2007 incorporation, according to industry tracker Crunchbase Inc.

“After helping build Fandango into the ultimate digital network

for all things movies over the last decade, I’ve had a firsthand look into how digital media is changing, starting with the rise of mobile, and advancing into OTT (over the top streaming platforms) and other new and emerging channels,” Leff said. “I’ve always admired how the OpenX business has maintained a leadership position in digital advertising, and few companies have shown that they are as decisive and capable at adapting and evolving.”

OpenX announced Jan. 24 it hired Carol Reed, former head of programming at Digitas Inc., to serve as vice president of buyer development. In her new role, Reed will oversee agency and brand relationships for OpenX.

“There is a huge opportunity for companies like OpenX to help brands navigate the increasingly fragmented media landscape. I could not be more excited to build on what the company has today and continue to help brands reach their target customers in the most efficient and effective way possible,” Reed said in a statement.

Tech reporter Samson Amore can be reached at [email protected] or (323) 556-8335. Follow him on Twitter @samsonamore.