Comscore Media GroundTruth (formerly XAd)

Former Comscore, GroundTruth exec moves to video analytics startup

By Andrew Blustein, Reporter

August 7, 2019 | 3 min read

Serge Matta has been named president and chief executive officer of ICX Media, a cross-platform video analytics company.

Serge Matta named chief executive officer of ICX Media

Serge Matta named chief executive officer of ICX Media

Matta spent the last two-plus years as president of location-based marketing company GroundTruth. Before that he served as Comscore's chief executive officer, spending over 16 years in various roles at the measurement company.

Matta's last two stops have been recently mired in upheavel. He departed Comscore amid an investigation into the company's financial practices. Comscore has yet to find a permanent replacement, having recently lost Bryan Wiener as chief executive, who had spent less than a year in the role.

During his tenure at GroundTruth, the company's chief executive had to abruplty resign over alleged policy violations. GroundTruth has since had to close its UK office apparently due to GDPR concerns.

Current ICX Media boss and founder Michael Avon will step into an executive chairman position. Despite the tumult that seemingly followed Matta at his two previous stops, Avon called him a "highly respected" executive in the industry and said he is the ideal person for the role.

“With nearly two decades of experience as a senior digital strategist and partner for media companies, brands, and agencies, Serge is well positioned to lead ICX Media through its next stage of growth. I am thrilled to welcome Serge to the executive team and look forward to working closely with him to build on the great early success we have achieved here at ICX Media.”

ICX Media also announced today (7 August) a $6.6m funding round led by Boston-based venture fund PJC. Since it's inception in 2015, the startup has raised over $16m.

“I had been following ICX Media’s progression, and when I was approached to lead the company in its next stage of growth, I joined without hesitation,” said Matta, adding that he hopes ICX Media's machine learning and data analytics tools will be a differentiator in the marketplace.

David Martirano, managing partner of PJC and ICX Media board member, said the company's ultimate goal to create compelling content for consumers.

“The rise of new platforms and online streaming services has fundamentally changed how we consume content, and understanding that shift in consumer behavior is critical to success in today’s digital media landscape."

Comscore Media GroundTruth (formerly XAd)

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