IDify Hires Former Nielsen Exec Scott McKinley as CEO

In San Francisco, marketing identity company IDify has hired former Nielsen exec Scott McKinley as its first Chief Executive Officer. The firm is also considering offers from investors, in a bid to raise $15m in venture capital.

IDify uses proprietary data assets and technology, with a network of hundreds of data partners, to identify consumers across the physical and digital world and enable 'person-level communications'. McKinley (pictured) joins after seven years at Nielsen, latterly as EVP, overseeing innovation and new product development across person-level data and analytics, identity management, location services, and strategic mergers and acquisitions. He also created and led the Nielsen Innovation Lab in collaboration with Stanford GSB. Before this, he led Nielsen's Advertising Effectiveness product strategy and roadmap. Earlier, he co-founded a company called SuiteSmart, to develop marketing effectiveness measurement software for brand advertisers; and he was General Manager of Cox Enterprises, leading development of web properties, ad solutions and monetization strategies.

Commenting on his new role, McKinley said: 'Sophisticated marketers are increasingly aware of the poor quality of targeting data and the problems it causes. And there is a cost to being wrong. It hurts the marketer's ROI, drags down the publisher's margins, and erodes the consumer's experience. IDify is fixing this problem by ensuring that any addressable asset reaches the right person, with the right attributes, on the right device - or that message doesn't get delivered'.

Web site: www.idify.com .