ComScore has hired Project Sunblock's chief executive Duncan Trigg as vice president of advertising effectiveness.
Based in London, he will be responsible for helping drive the company's advertising effectiveness services across all global markets excluding the US.
Mark Donovan, ComScore's chief marketing officer, commented: “As ComScore continues its focus on bringing independent measurement to an increasingly complex digital advertising ecosystem, we look forward to having Duncan on board to support the expansion of our advertising solutions.”
Trigg brings with him over 15 years of experience across ad tech and media sales, having co-founded network sales house Unanimis Consulting and most recently working as chief executive officer at Project Sunblock.
ComScore recently formed a strategic alliance with Kantar outside of the US, which will see the two combine products, data assets, technology, research and relationships.
Yesterday ComScore unveiled fresh UK figures around the amount of ad fraud - or non-human traffic - occurring on publishers websites in the UK, with video showing higher rates for this kind of fraudulent activity over display.