Former Ace Metrix CEO Peter Daboll has joined DAIVID – an AI platform that helps marketers by predicting the effectiveness of their creative at scale – as the company’s new Head of US.
Peter Daboll
Ad research pioneer Daboll, who for over 25 years has helped develop technology to improve the impact and ROI of advertising at companies including iSpot, Yahoo! and comScore, will be responsible for expanding DAIVID’s presence in the US market and supporting the company’s growing list of clients.
He recently served as Chief of Strategy and Insights for iSpot.tv after his company, Ace Metrix, was acquired in late 2020.
Daboll said: “I’m really excited to be leading DAIVID’s expansion into the US market. Marketers know just how important great creative is in driving in-market performance, yet they are struggling to deal with the explosion in ad volumes driven by different ad platforms and AI-generated production enhancements.
“DAIVID is uniquely positioned to help. The company’s AI models can test ALL creative content at a massive scale and are updated continually to keep them as accurate as possible.”
Daboll’s proven track record will be crucial in helping DAIVID expand across the US. During his 11 years as the CEO of Ace Metrix, he led the company in developing innovative metrics and methods for helping advertisers make better, more impactful video creative.
This passion for innovation led him to pioneer groundbreaking semantic analysis using NLP and AI, enabling advertisers to measure not just the effectiveness of ads, but also their emotional and cultural impact.
Prior to Ace, Daboll served as Chief of Insights at Yahoo!, and President and CEO of comScore Media Metrix.
Author of the best-selling book, “AD-itude,” he has also received numerous industry awards recognising leadership in advertising research, including a 2011 Great Mind award from the ARF.
One of Daboll’s first tasks will be to start assembling a team to support DAIVID’s US-based clients.
He will report directly to CEO and Founder, Ian Forrester, who is based in the company’s London headquarters.
Forrester said: “Peter is an industry pioneer who is uniquely qualified to drive DAIVID into the next exciting stage of our growth. His deep industry expertise and vision will be instrumental in shaping DAIVID’s future and driving much-needed innovation across the industry.
“DAIVID has cracked the creative code, helping marketers measure and optimise the effectiveness of their content at a scale never seen before.
“Peter will help accelerate our growth and deliver exceptional value to our US clients.”