Amazon hires Dentsu OTT exec to head up measurement and research - Business Insider

Amazon has hired Maggie Zhang, formerly an advertising exec at advertising holding group Dentsu Aegis Network, to lead OTT measurement and research.

Zhang previously helped advertisers solve challenges with TV advertising like tracking attribution and doing audience-based buys.Amazon has hired an advertising exec to help build its fledging over-the-top advertising business. "OTT measurement is a wide open space, and with Maggie, Amazon has the potential to develop standards," said Steven Golus, an independent sales and training consultant for TV networks and agencies. "They have the luxury of leveraging their e-commerce data to better assess the impact of video ads on purchase behavior. Not only a win for Amazon, but for brands and agencies, too."

She also used Nielsen data to research the impact of co-viewing — when multiple people in the same house watch TV together — on ad impressions. As advertisers look for new ways to buy and measure TV ads, Zhangthat some Dentsu clients have shifted from buying ads based on a demographic to audience-based methods.

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