US-based sampling automation provider Lucid has appointed former Millward Brown exec Joseph Zahtila as SVP of Proof, its digital ad and marketing tech business unit.
Proof makes use of the demographic and behavioral data in Lucid’s pool of more than 50 million respondents. The unit comprises three distinct products: Proof Audience – giving a real-time picture of the actual people viewing a campaign; Proof Effectiveness – allowing users to directly survey consumers who have viewed a particular campaign and measure against a control set of those who have not; and Proof Sample – allowing MR firms to see who in a sample base has been exposed to a specific campaign and who has not. Clients can either add exposure data to existing trackers or expand their pool of potential respondents.
Zahtila (pictured) joins with more than twenty years’ senior experience. Most recently, he was Chief Revenue Officer of creative management platform Thunder Industries, having previously worked for location-based mobile ad targeting platform Qriously. Before this, he spent ten years at cross-media measurement specialist Dynamic Logic (later acquired by Millward Brown), where as Chief Revenue Officer he led global sales, client services, research, product development and marketing efforts. Zahtila began his career in digital advertising as a sales lead at DoubleClick before moving to DirectHit to help in its acquisition by Ask Jeeves.
Brett Schnittlich, President of Lucid, comments: ‘Proof is a game-changer for the advertising and digital industry, offering real-time measurement that hasn’t existed before. Joe is an expert in the digital marketing realm and a powerful addition to our leadership team as Lucid takes a strong position in adtech and martech’.