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James Price has a diverse work experience spanning over several years. James started their career at GTE Directories in 1996, where they held various positions in sales and sales management. James then moved on to Verizon Information Services in 2002, where they worked in product management and development. At Verizon, they held several roles with increasing responsibility, focusing on areas such as performance-based and search engine marketing, 3rd party reseller relationships, and consumer experience.

In 2006, Price joined Dex Media as a Group Manager of Internet Marketing, later transitioning to the role of Director of Digital Solutions and eventually Vice President of Digital Solutions. In this role, they led a team of 50+ employees and managed a large budget for digital product and publishing solutions, including partnerships with Google, Yahoo, and Microsoft.

In 2014, Price became a member of the Advisory Board at xAd, Inc, and in 2015, they joined Outfront Media as the SVP and Chief Product Officer. In this role, they were responsible for building and overseeing the company's data management and programmatic connectivity practice, as well as creating tools to make out of home advertising more accessible to the digital ad buying community.

James Price completed their Bachelor of Arts degree in Literature from The University of Texas at Dallas, where they studied from 1993 to 1999. Following that, they pursued a Master of Business Administration (MBA) with a focus on Marketing at the Naveen Jindal School of Management, UT Dallas, from 2000 to 2002.