Former Effective Measure executives to launch new ad tech media venture

Effective MeasureTwo former senior directors of research agency Effective Measure – one of them the company’s founder – are to launch their own start-up in the digital media environment, Mumbrella can reveal.

James Robertson, who founded Effective Measure in 2008, and his brother Michael, group director of brand and commerce insights, are in the lab stage of the venture.

Both left Effective Measure recently, with Michael departing last week, but retain minority interests in the company.

Michael Robertson told Mumbrella that after several years in the online measurement industry it was time to embark on a new project. He said they left Effective Measure in a strong position, with a new chief executive – marketing and business strategist Graham Plant  – just appointed to take the business forward. Plant replaces Richard Webb who left in March.

“I had come to the end of a project and felt it was time for something new,” Robertson said. “Effective Measure has a good sales team, great technology platform, will launch new products and has just appointed a new chief executive. It has never been in a stronger position.”

Robertson remained tight lipped on the new venture but said they were keen to become involved in the ad tech media landscape, which is worth almost $4.5 billion in Australia according to a recent report from the  Interactive Advertising Bureau (IAB).

He would only say it was in the “ad tech data and programmatic media space” where it had identified a “few gaps in the market”.

Steve Jones 


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