Casale Media has rebranded as Index Exchange, a move its new president and CEO says better reflects its business model.

Over the past couple of years, the media portion of Casale Media has lost it relevance, says Andrew Casale, who takes over the family-run company from his father, Joe Casale. Media sales is no longer a core part of the company’s business, Casale says, so it was time for a new name that better reflects what it does – providing software and tools to programmatic buyers and sellers.

Last year the company had started referring to itself as Index by Casale Media.

“This moment in time doesn’t really mark the change. This moment just marks the commitment to go all in because the change worked,”  Casale told MiC. “As we try to push forward, we will become system integrators as much as anything else.”

The company also announced it has hired a new VP of marketing to lead its New York office, with Tom Polley joining from mobile trading desk Mojiva.

Index intends to expand the New York office from 12 staff to 30 staff by the end of this year. The company has a total of 130 employees spread between its offices, which also include the Canadian locations of Toronto and Waterloo, ON and Montreal.