Yahoo Hires Media Metrix CEO for Research

NEW YORK Yahoo has hired ComScore Media Metrix CEO Peter Daboll to head research at the Internet company.

Daboll will serve as chief of insights and global market research, a newly created position. He will work with the company’s product development, ad sales and marketing teams. Daboll reports to Cammie Dunaway, Yahoo’s chief marketing officer.

Daboll leaves after four years at ComScore, where he headed Internet measurement for the Reston, Va., firm. He is relocating to Yahoo’s Sunnyvale, Calif., headquarters.

“I really felt to some degree when at a measurement company, you’re a bit on the sidelines,” he said. “I wanted to be a player on the field.”

At Yahoo, Daboll said he would work with its top advertising clients, using consumer media research to help build campaigns and meet objectives.

“The next phase of Internet advertising is in branded research and is focused on the top 100 advertisers in the world, which are only starting to put budgets online,” he said.

Daboll joined ComScore in 2002 from research firm MarketTools, where he was president and chief operating officer. He previously held the same position at ad network, now owned by AOL.