Peter Daboll has more than 25 years of experience in the science and business of advertising effectiveness. He has spent his career developing and implementing analytical models and testing systems to measure consumer response to advertising. As CEO of Ace Metrix, Peter has led the company in developing innovative metrics and methods for helping advertisers make better, more impactful video creative. Peter was also the CEO of Bunchball, Chief of Insights at Yahoo!, and president and CEO of comScore Media Metrix. He has received numerous industry awards recognizing his leadership in advertising research including a 2011 Great Mind award from the ARF, and is a regular contributor to media outlets and advertising industry associations. Peter recently wrote and published the Amazon Bestselling book, AD-Itude.