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Krasinski is New CEO at Umbel
In the US, digital audience measurement specialist Umbel has raised $3.7m in a Series A round of financing led by Austin Ventures, and appointed former Arbitron exec Paul Krasinski as its new Chief Executive Officer.
 Umbel uses social media data to deliver insights about the people who engage with a site, service or brand. The firm partnered with Arbitron last year to evaluate and research the use of social media as a measurement alternative.
Umbel will be using the funds to promote its product roadmap and further business development goals. Currently in private beta, its first product is expected to hit the market in Q3 of 2012.
Krasinski joins from radio ratings giant Arbitron, where he had served as SVP Digital Media and Analytics for the past fifteen months. He was previously COO at online audience measurement specialist Ando Media, and worked as VP/GM of Westwood One, and Director of Digital Media & Interactive at Great Media.
Commenting on the funding, Krasinski said: 'Austin Ventures is an ideal funding partner for Umbel due to their expertise in new media technologies and big data. We're on the precipice of a new era in audience measurement where brands will demand granular data and the technology is available to deliver upon the market needs. I'm proud to join Umbel's team and extend the traditional media research principles using social and big data.'
Separately, Umbel has announced that Seth Goldstein, the former co-chair of the IAB Social Media Committee and Turntable.fm co-founder, has joins its Board of Directors, alongside Thomas Ball, a Partner at Austin Ventures.
Web site: www.umbel.com .
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