Advanced advertising vendor This Technology recently opened a new office in Denver and hired three more executives.

While This Technology will keep its original office in New York City, the Denver office opened in August. The Denver location puts This Technology closer to Broomfield, Colo.-based CableLabs.

Cable operators and programmers have been ramping up their dynamic ad insertion (DAI) trials, and This Technology is working with several unnamed cable operators. Last year, Comcast went live with DAI in VOD with several of its NBCUniversal programming partners.

DAI is picking up steam this year, which has led to This Technology adding 10 new employees in 2012, including John Mick, vice president of engineering; Sean Rooney, vice president of sales; and Bryan Santangelo, vice president of software architecture.

“As This Technology works with MSOs and programmers to help them plot their respective DAI roadmaps, having the right team and mix of skill sets in the right places allows us to remain in lockstep with our customers,” said This Technology CEO Jeff Sherwin. “We continue to hire the industry’s best and brightest talent with the addition of John, Sean and Bryan, who are respected leaders in advertising and cable, and will be instrumental in This Technology’s continued growth and success.”

Mick leads This Technology’s engineering, design and development, testing, and quality assurance. Before joining This Technology, he was a software architect and lead developer for the Cisco personalization and advertising transaction hub product development team. He has more than 25 years of experience across research, design and development of broadband, digital video, and conditional access and network equipment. He was the primary editor for SCTE 130 part 2 (Core) and part 3 (ADM/ADS & PODM).

Rooney now oversees This Technology’s sales organization. Throughout a 23-year career, he has contributed to major sales and business development efforts with large, multi-national, small and startup companies in the broadband industry. Before joining This Technology, Rooney held sales positions with Edgeware, BigBand Networks, Motorola and Broadbus Technologies.

Santangelo supports software architecture and development for all of This Technology’s products. Previously, he was a principal architect for Time Warner Cable’s Advanced Technology Group, with responsibility for architecture and design of advanced advertising for video platforms, the company’s API externalization and access strategy, and the video back office virtualized infrastructure as a service architecture. He currently chairs a major SCTE/ISO standard and actively participates in several industry bodies, including SCTE, CableLabs and SMPTE.

In May, This Technology added former Motorola and Broadbus Technologies executive Jeffery Binder to its board of directors.