Yahoo! has recruited comScore Media Metrix President and CEO Peter Daboll as its new Chief of Insights and Head of Global Market Research. The role involves drawing together all the Internet giant’s internal and external data sources.
Daboll was President of comScore's Media Solutions Division untli comScore bought Media Metrix from Jupiter in 2002 – he was then moved to run the firm’s audience measurement division, known as comScore Media Metrix. Early in his career he worked at MR agencies IRI, ACNielsen and MarketTools, as well as Advertising.com and software firm MediaPlan.com.
He will be based in Sunnyvale, Calif., and will report to Cammie Dunaway, Yahoo’s Chief Marketing Officer.
According to www.adweek.com , Daboll said he felt that ‘at a measurement company, you're a bit on the sidelines…’ adding: ‘I wanted to be a player on the field.’ In his new role he will work with Yahoo!’s top advertising clients, using research to help build campaigns – he sees huge potential for online spending growth among the world’s top 100 advertisers.
