Internet ratings company Quantcast picked up another online media star for its senior management team. Former SVP of Yahoo’s Publisher Network, Todd Teresi, has joined the fast-rising new media measurement firm (no, not by their own measurement) as Chief Revenue Officer.
Teresi brings his media expertise – and more balance – to the mathematician and engineer heavy leadership, along side Chief Marketing Officer Adam Gerber, who joined The Q last November from Brightcove and previously Mediavest.
The blogosphere (read: ValleyWag) seems concerned that the company currently doesn’t have a product to sell, but we’re not. My conversations with CEO Konrad Feldman, combined with Gerber’s and Teresi’s track record of growing successful media businesses, leaves little doubt in my mind about their future successes.
As Abbey Klaassen reported in AdAge, the company believes that display advertising (and video, I presume) should and can be as targeted as search advertising. Teresi told her:
“The tailoring of content and media to individuals should apply to all aspects of advertising, not just the bottom of the funnel,” he said. “We operate in unit-based media economy where everyone gets the same content and sees the same ad. We’re moving to an impression-based economy. We’ll provide the platform that will enable the industry to do that. And as we introduce those sorts of services, we’ll charge for them.”
Congrats on the new gig, Todd!
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