Kuist to Lead Market-Making Research Initiatives that Harness Technology & Data to Generate Valuable Consumer Insights
NEW YORK – The Interactive Advertising Bureau (IAB) announced that Chris Kuist has joined as Senior Vice President of Research and Impact, charged with setting a progressive research agenda for the trade organization that merges traditional survey methods with the wealth of interaction and transaction data made possible by mobile and other digital technologies. Kuist, formerly Vice President of Insights and Innovation at The Weather Company, will lead the IAB’s work on media measurement and advertising effectiveness, and help publishers, agencies, and brands understand how people behave, react, and interact in a broad range of digital environments—particularly on mobile devices. He will work closely with IAB senior management and its leadership in data, mobile, video, and technology to guide efforts that explore the future of interactive marketing, including the impact of such rising technologies as AI, VR, and AR.
“After a long search, it is clear that Chris can lead us in this effort and help IAB members keep pace with an improved consumer experience on digital screens.”
“Market-making insights can be found at the intersection of research, data, and measurement,” said Randall Rothenberg, President and CEO, IAB. “It’s a new game that requires real-world industry experience and fresh ideas, and critical thinking—all of which Chris Kuist brings to the table. He will play a pivotal role in heralding the next era of media research, ensuring that IAB research initiatives deliver insights that have the power to drive more ad dollars to digital.”
“Chris has the expertise and vision to drive IAB research into the future and take advantage of the real promise of data—to understand people, so brands and publishers can improve their experience in digital media, and be able to measure it and make the most of it,” said David Doty, Executive Vice President and CMO, IAB. “After a long search, it is clear that Chris can lead us in this effort and help IAB members keep pace with an improved consumer experience on digital screens.”
“I look forward to working with IAB member companies to provide timely intelligence on consumers and their behaviors in a constantly evolving digital landscape,” said Kuist. “Being able to work at the center of digital media gives us the chance to leverage the latest technology and data available to pinpoint those insights that will help marketers, media buyers, and digital publishers thrive.”
At The Weather Company since 2014, Kuist supported all facets of the revenue arm of the business across sales, sales strategy, ad product development, design, content creation, data science, and senior leadership. While there, he leveraged a variety of resources, from traditional research methodologies, to modern analytics technology, to advanced data science techniques.
Previous to The Weather Company, Kuist was Senior Director in the Strategic Insights and Research group at Viacom Media Networks. In that role, he was charged with designing and executing measurement strategies on Viacom Media Networks’ digital properties on mobile devices and platforms (including apps). He also helped design and test methodologies for synthesizing metrics across data sets in cross-platform measurement for TV, digital, mobile, and apps. In addition, Kuist worked on developing and executing testing protocols for new measurement products and methodologies. His earlier experiences at Viacom also included serving as Director of Digital Ad Sales Research, where he supported the key accounts and digital marketing innovation groups.
Kuist holds a master’s degree in international relations from the University of Kent at Canterbury. He received his bachelor’s degree in international relations and political science from the University of Wisconsin-Madison.
Blinkhorn LLC, a leading recruiting firm focused on senior-level executive search in the media, marketing, and technology industries, managed the IAB Senior Vice President of Research and Impact search.
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.