Mandel Takes Chief Exec Role at 'Buyometrics' Firm

In the US, former NielsenConnect President Jon Mandel has joined TV ad targeting and measurement firm PrecisionDemand as its new CEO, replacing Tyson Roberts who assumes the role of Chief Revenue Officer.

Seattle and New York-based PrecisionDemand applies analytic techniques to target ads to a TV audience and quantify how these targeted impressions are driving sales. The system helps advertisers find their audience through 'buyometric portraits' derived from more than 400 demographic, behavioral and psychographic attributes from both advertisers' customers and their TV viewing behaviors.

Mandel's leadership experience includes working as CEO of NielsenConnect, a division set up to connect Nielsen's various consumer analysis services around the world. Before this, he was Chief of Strategic Solutions at Group M, as well as Chairman and CEO of its subsidiary MediaCom. Earlier, Mandel spent 22 years in senior roles at Grey Advertising, after a spell at General Foods and Procter & Gamble.

He currently serves as Chairman at audience targeting specialist Proximic, and on the boards of firms including Loop Analytics, Akoo International, eXelate, and Indoor Direct.

Commenting on his new role, Mandel said: 'The team here is composed of some of the most scary-smart, visionary thinkers I've ever met. I'm excited to help them be the leaders in finally delivering businesses the ability to use advertising as a predictable, repeatable, actionable and accountable business lever whether they are looking for higher top-line or better margins.'

Web site: www.precisiondemand.com .