Peter Daboll

Peter Daboll – CEO, Ace Metrix

Peter Daboll is CEO of Ace Metrix™. 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.

SESSION(S): Key Issue Forum - Improving Creative Impact: "High Viewer Engagement: Friend or Foe of Advertising?"

This study explores the often theorized but seldom tested relationship between program engagement and advertising effectiveness. The findings address both theoretical issues as well as empirical results that offer greater insight about this important topic.

Speakers:
Peter Daboll – CEO, Ace Metrix
Michael Curran – Ph.D., Director of Insights and Analytics, Ace Metrix
Moderator:
Caryn Klein - VP, Research and Insights, Time Inc.