Barb Promotes COO Caroline Baxter to Chief Exec

In the UK, Barb has promoted Caroline Baxter to the role of Chief Executive. Baxter joined the video ad currency body in 2022, after 27 years at Kantar, and has served as COO since 2024.

Barb announced in November that Justin Sampson would step down during 2026 from the role he had held for more than thirteen years. He will leave in September.

The move comes as Barb embarks on a number of new initiatives future-proofing the measurement and reporting of audiences for linear, streaming and video-sharing services. These include extending the use of device data; maintaining a high-quality panel; full-cycle campaign optimisation for linear and streaming services through Barb Ads Hub; and modernising data distribution and extending reporting of the content people watch. The organization is also collaborating with ISBA and other joint-industry measurement bodies on meeting advertisers' requirements for cross-platform measurement.

Speaking on behalf of Barb's Directors, Chairman Nigel Sharrocks says: 'Joint-industry audience measurement provides critical evidence that supports a healthy media market. Never has it been so important for advertisers, media agencies, TV companies and regulators to have an independent source of truth that delivers comparable evidence for all players in the market. We're thrilled Caroline is taking responsibility for building on the firm foundations we have in place. Her appointment testifies to the qualities of the Barb team, and its ability to help the industry navigate its way forward.'

Baxter herself (pictured) comments: 'Joint-industry measurement only works if everyone around the table trusts it. My priority is to make sure Barb continues to earn that trust - by staying independent, staying rigorous, and staying true to what the industry needs. Having had a front-row seat to Barb's transformation over the past few years, I know better than most what we're capable of and relish the opportunity to take the game on.'

Web site: www.barb.co.uk .