Brian Fitzgerald, president of , is understood to be close to recruiting a managing director and sales director for the office, which will initially focus on selling the UK inventory of its US web publisher partners to UK advertisers.
The company offers marketers the chance to run a single campaign across multiple sites, but with a higher level of integration and service than traditional online networks, according to Fitzgerald.
Its offering to advertisers includes geo-servable ads, microsite creation, widgets, promotions and video creation.
Its strategy is to sell focused audiences that rival those offered by leading websites such as and by aggregating a number of second-tier sites outside the top 100 by audience. For example, its male audience offering in the US includes , and .
It exclusively represents the online ad inventory of more than 500 web publishers, which it defines these as "mid-tail" properties, lying outside the top 100 sites. It has divided the range of audiences it can reach into 36 sectors.
Fitzgerald said his company's approach is more service-focused than the traditional ad networks.
The company has not yet reached any deals with UK web publishers, but Fitzgerald said it would look to represent them once it got established with UK agencies.
Explaining how Gorilla Nation works with publishers, he said: "If a publisher had an internal sales team we'd find out which advertisers they worked with and which they would hire us to exclusively handle. We would take the higher-hanging fruit."
The company has more than 200 staff in North America across offices in Los Angeles, Chicago, New York and Toronto. It is also planning to open an office in Australia later this year.