Brings Management Experience from Yahoo!, ComScore Networks and Advertising.com to Fast-Growing Ace Metrix
LOS ANGELES – Ace Metrix™, the industry standard in television advertising analytics, announced that Peter Daboll has joined the company as CEO. Previously CEO at ComScore Media Metrix and Chief of Insights at Yahoo!, Daboll brings significant experience in the syndicated data and analytics industry to Ace Metrix. He also joins the board of directors. Most recently Daboll was CEO at Bunchball.
Ace Metrix is the first and only company to deliver near real-time actionable analytics for television advertising. Featuring the patent-pending Ace Score™, Ace Metrix delivers syndicated data, through a SaaS model, to dramatically improve the effectiveness of television advertising campaigns in ways before not possible.
Since its launch in June of 2009, Ace Metrix has grown rapidly and now serves leading national advertisers and brand managers in major advertising categories such as technology, retailing, real estate, automotive and packaged goods. The company is poised for additional rapid growth as it continues to provide near real-time performance data for the $60B television advertising industry.*
“Peter is uniquely prepared to lead Ace Metrix to the next level of growth. His knowledge of the online space combined with his detailed experience with syndicated data and advertising measurement platforms is an ideal fit for Ace Metrix,” said Ann Winblad, co-founder and managing director of Hummer Winblad Venture Partners, an investor in Ace Metrix.
“As advertising analytics and optimization have flourished, there has been no comparable technology available for the largest advertising medium, television. Now, Ace Metrix provides its clients with revolutionary tools and, in a short period of time, has established itself as the go-to resource for television advertising analytics,” said Daboll.
“Our opportunity is to continue to build out the Ace Metrix platform with data and services that help advertisers and agencies compete more effectively,” continued Daboll.
Daboll’s Extensive Advertising Analytics Experience
Daboll brings substantial experience in the science and business of advertising effectiveness, having spent his career building measurement systems and technology to measure consumer response to advertising. With leadership positions at ComScore, Information Resources and Nielsen, Daboll has pioneered work with innovative teams on ad testing and predictive advertising response modeling, and recently filed a patent application on measuring consumer engagement.
Daboll was most recently CEO of Bunchball, a venture-backed company focused on building consumer incentive and reward systems for brands and websites, leveraging rich behavioral data based on game dynamics. Bunchball developed and markets a consumer engagement platform for large global media companies, brands and agencies.
As Chief of Insights at Yahoo!, Daboll managed internal and external marketing and consumer information to drive strategic insight. In this role, he drove consumer-focused product innovation around advertising effectiveness, and leading edge information collection and reporting systems directly targeted to improve advertising ROI for customers.
As president and CEO of ComScore Media Metrix, Daboll led revenue and customer growth as the company became the industry-leading online audience measurement system in the world.
Previously, Daboll held president and COO roles at MarketTools, Inc., Advertising.com and MediaPlan, Inc. Daboll began his career with senior management positions with the Analytic Consulting Group of Information Resources, Inc., (IRI) and Nielsen.
Daboll completed the Executive Program at the Stanford Graduate School of Business, and holds an MBA from York University, Toronto, Canada.
Daboll is a well-respected industry expert in understanding consumer response to advertising. He has been a guest on CNN and CNBC as well as a regular contributor to various publications such as Forbes, AdWeek, Ad Age and others.
About Ace Metrix
Ace Metrix delivers actionable analytics and competitive intelligence through the first syndicated software service measuring television advertising creative effectiveness. Featuring the patent-pending Ace Score, Ace Metrix is delivered through a SaaS delivery model to the desktops of national advertisers and agency executives. With Ace Metrix, advertisers and brand managers can make adjustments to creative and media schedules in near real-time resulting in savings of hundreds of thousands of dollars. Ace Metrix customers include CBS, Chrysler, Cisco, Coldwell Banker Real Estate Corp., Deutsch Inc., Mercedes-Benz, Nintendo, Nissan North America and leading national advertisers. others. For more information please see www.acemetrix.com.
* Source: Sanford C. Bernstein & Co.
