Ginns will report to Mathieu Roche, Hi-Media UK's managing director. He will be responsible for all commercial aspects of the business from agency sales and working with agency trading desks, to managing and growing publisher relationships, advertising operations and product strategy.
Ginns spent four years at Adconion managing the global sales team, which followed four years at Microsoft Advertising, where his achievements included securing the largest-ever international online campaign.
The appointment follows the reorganisation of the premium inventory available on the Hi-Media advertising exchange, designed to offer improved reach and branding, as well as the appointment of three new staff, including Nick Brown as head of operations.
In addition, Kate LeMesurier is promoted to head of sales, after four years of working at Hi-Media UK. She will oversee all agency and advertiser relationships and manage the sales team, reporting to Ginns.
Before Adconion, Ginns spent three years at Rivals Digital Media, which was acquired by TeamTalk Media in 2003, and was a sales manager at Emap Advertising before that. Ginns began his career at Zenith Media in 1994.
Roche said: "Dan Ginns is a seasoned commercial director. He brings us the technical experience of working for an advertising network, with branding and rich media capabilities, combined with an understanding of the publisher point of view from his time at Microsoft Advertising, Rivals Media and EMAP. On top of all that, he began his career at an agency.
"This makes him well placed to understand all aspects of the business and direct our commercial operations to ensure we continue to deliver for publishers and agencies alike."
Ginns said: "I was really attracted by the alliance of Hi-Media and Weborama, with the wide variety of options they can offer to agencies, combining an understanding of audiences with reach, branding and quality context. Online media is evolving and Hi-Media is a robust company that is embracing changing technology, whilst demonstrating the continual importance of individual online publishers."
Hi-Media UK relaunched as a joint venture between Hi-Media Group and Weborama in December 2011, combining the quality and reach of publishers such as Visit London, The Football League and DatingDirect with Weborama's rich-media platform, to provide creative solutions within a quality environment for brand advertising.
Earlier this year, Hi-Media was appointed to sell advertising on Thomas Cook's UK websites.