Brand Metrics appoints Robby Kraai to develop CTV offering 


Global adtech firm Brand Metrics, which helps digital publishers prove the value of their online advertising, has appointed Robby Kraai as part of the company’s ongoing expansion into CTV.

Robby Kraai

Assuming the role of Head of CTV, Kraai is responsible for leading the company’s expansion into the channel, evolving the product and working with CTV broadcasters to identify their needs, while providing granular analysis of campaign performance.

As reported last week by Mediashotz, the appointment comes hot off the heels of a new partnership with Paramount ANZ, which brings the company’s brand lift measurement technology to growing CTV markets outside the US and Europe.

With six years’ experience as Director of Advertising Technology at leading music video streaming company XITE – a Brand Metrics client, for whom Kraai built the entire tech stack  – he joins Brand Metrics as a passionate, knowledgeable and accomplished CTV specialist.

Prior to his role at XITE, Kraai worked as a Sales Engineer for video ad platform SpotX. In the early stages of his career, he was a professional gamer, giving him an appreciation for the inner workings of innovative and immersive advertising formats.

“Having seen Brand Metrics from the client side, I was struck by how great the product was, and how invested the team were in what they’d built,” said Kraai.

“I’m looking forward to applying my experience of sitting between both sales and tech to develop the current offering, and exploring the wealth of opportunities in this space”.

“The current CTV technology landscape is fairly fragmented. Despite attempts such as the IAB’s VAST 4 and SIMID, there is still no workable standard across the industry, so my role is also about working with publishers to make sure the Brand Metrics product can be appropriately developed and applied to meet their individual needs.”

Brand Metrics CEO, Anders Lithner, said: “As more consumers turn to streaming services, the advertising opportunity is huge.

Forecasts predict CTV ad revenues will experience a CAGR of 10.4% between 2023 and 2028 globally, so now is clearly the time to focus on expansion in this area.

“Robby’s appointment marks an important step in the evolution of our product and an investment in the future success of Brand Metrics.”