Advertising analytics veteran Peter Daboll has joined Ace Metrix as CEO, the TV ad effectiveness tracker has confirmed.
Daboll (pictured) replaces Steve Goldman, a co-founder and the first chief executive of the company, which opened last June. The company said Goldman would remain, but did not specify his new duties.
Most recently, Daboll was CEO of engagement marketing firm Bunchball. Earlier, he held the positions of chief of insights at Yahoo and president and CEO of comScore Media Metrix.
Ann Winblad, managing director of Hummer Winblad Venture Partners, an investor in Ace, said of Daboll: "His knowledge of the online space combined with his detailed experience with syndicated data and advertising measurement platforms is an ideal fit" for the firm.
Ace's proprietary software provides near-real-time reports on virtually all new TV ads across major categories such as auto, retail, packaged goods and movies based on the impressions of a nationally representative sample of 500
Goldman co-founded the company with JuYoung Lee, who remains the firm's chief scientist.
Daboll said, "Our opportunity is to continue to build out the Ace platform with data and services that help advertisers and agencies compete more effectively."