Peter Daboll has been named Yahoo’s chief of insights and head of global market research.

Peter Daboll has been named Yahoo’s chief of insights and head of global market research.

Published: 17 Aug 2006

Peter Daboll has been named Yahoo’s chief of insights and head of global market research.

He was formerly the president and chief executive officer of comScore Media Metrix.

In the newly created position, he will work with the company’s product development, ad sales and marketing teams.

Daboll reports to Cammie Dunaway, Yahoo’s chief marketing officer. Daboll said he would work with its top advertising clients, using consumer media research to help build campaigns and meet objectives.

“The next phase of Internet advertising is in branded research and is focused on the top 100 advertisers in the world, which are only starting to put budgets online,” he reportedly said. “This position was created to bring together the external world of market research and the wealth of internal data that Yahoo collects. They’ve already been doing that, but they wanted to bring in someone at a more senior role to pull the pieces together.”

Daboll will be based in Sunnyvale, Calif. Daboll leaves after four years at ComScore, where he headed Internet measurement for the Reston, Va., firm.

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