With the prevalence of second-screening and the fragmented multichannel landscape, marketers are struggling to pair audiences with both the perfect device and time. Companies are demanding concrete metrics and ROI, and CMOs are no longer willing to take gambles on campaigns unless there’s data backing up the likely results. This approach represents a fundamental shift for image and brand advertisers.
Cross-device audience measurement company Verto Analytics appointed two executives to accelerate international growth. Alison Murdock was named Senior VP of Marketing, and will be responsible for global brand strategy, marketing and communications. Michael Read was appointed Managing Director in the U.K. and will help grow Verto’s presence in London while leading all U.K. sales and operations.