Video Content Analyst Transform Hires Rentrak Veteran

In the US, video content measurement specialist Transform has named long-time Rentrak exec Christopher Roberts Vice President of Sales.

Seattle-based Transform has developed a machine learning and artificial intelligence (AI) platform that analyses the creative element of video content, and then measures how it triggers consumer actions, reactions and behavior. Through its technology, the firm can directly attribute content to viewing, subscriptions and purchases.

Roberts (pictured) joins after two years at Comscore, where he served as SVP Sales, for the OnDemand Everywhere segment. Prior to this, he spent 27 years at multi-screen specialist Rentrak (acquired by Comscore in early 2016 for $732m); having joined the firm in 1989 as Director of Sales, after a year at National Video, and latterly served as the company's SVP Home Entertainment Media & Digital.

In his new role, Roberts is responsible for expanding Transform's customer base and channel partners, and helping content creators find new ways to expand and connect with their viewers. Randa Minkarah, Transform's co-founder and COO, comments: 'The extensive experience that Chris brings with him is invaluable at our stage. Our focus is on growing and developing revenues, and Chris has an extraordinary ability to pinpoint the concerns and goals of today's media companies.'

Web site: www.transform.co .