Visible Measures Taps Google Analytics Veteran to Lead Expansion of Analytics Business

Former Head of Sales/Enterprise for Google Analytics Paul Botto to serve as General Manager of Visible Measures and Head of Business Development

Jun 07, 2011, 07:00 ET from Visible Measures

BOSTON, June 7, 2011 /PRNewswire/ -- Visible Measures, the independent third-party media measurement firm for online video advertisers and publishers, today announced that Paul Botto, formerly Head of Google Analytics Sales/Enterprise, has joined the company to serve as General Manager of its analytics and measurement businesses. As part of his responsibilities, Botto will lead analytics strategy and business development for Visible Measures, with the goal of increasing the Visible Measures footprint with leading video publishers across the Web as well as overall adoption of Visible Measures metrics throughout the industry. Paul's team will also help publishers and marketers leverage the company's industry-leading video dataset with its new choice-based ad network, Viewable Media.

"Paul led the sales, consultation, and data strategy efforts around Google Analytics that resulted in over $2 billion in incremental ad revenue for Google AdWords and AdSense, and he'll use the same data-centric model at Visible Measures to help drive consumer choice and Earned Media for advertisers with Viewable Media," said Visible Measures founder and CEO Brian Shin. "Capturing and analyzing video data has always been the core of our business, and now with Paul leading our analytics business expansion, we have the consummate leadership team to execute our vision of a future of choice-based video advertising programmatically done at scale for brand advertisers."

"Data was the driving factor behind Google's success in search-based advertising, and through systematically collecting and analyzing the world's largest choice-based video dataset, Visible Measures has the opportunity to do the same for video," said Visible Measures General Manager Paul Botto. "We will continue expanding our industry-leading analytics footprint and dataset to ensure that publishers maximize their monetization opportunities and advertisers have the most comprehensive data powering their campaigns. We will continue providing agencies with industry-standard paid, owned, and Earned Media measurement so they can track campaign performance across all of their media partners as well as through Viewable Media, in addition to benchmarking overall brand and campaign performance against their competition."

Botto joins Visible Measures from Brickfish, a social media marketing company, where he was Vice President of Sales. Prior to Brickfish, Botto was Head of Sales and Enterprise for Google Analytics, where he managed an extended team of hundreds to deliver data consultation, consultative ad sales, and product support that increased Google ad sales by more than $2 billion. Before Google, Botto was Business Development Manager at Urchin Software, the industry-leading Web analytics company that was acquired by Google in 2005.

Botto is the latest in a series of recent Visible Measures leadership hires, including Steve Carter, General Manager, Viewable Media (from Tremor/ScanScout, Specific Media), Marc Schraer, SVP Sales & Account Management (from Google/DoubleClick), Lynne Lipinsky, VP Finance (from Tremor/ScanScout), Chris Harris, SVP Engineering (from Yahoo/Maven), and the recent promotion of Seraj Bharwani to Chief Analytics Officer (from Digitas).

About Visible Measures

Visible Measures is the independent third-party media measurement firm for online video advertisers and publishers. Designed from the ground up to meet the unique challenges of measuring online video, the company's patented platform powers the Viewable Media choice-based video ad network. Visible Measures provides its customers and clients with unprecedented visibility into the performance of paid and Earned Media placements and engagement in online video. Visible Measures is a member of the Interactive Advertising Bureau's (IAB) Digital Video Committee and the Advertising Research Foundation (ARF). To learn more about Visible Measures and explore its industry-wide charts, please visit

Visible Measures
Matt Fiorentino

SOURCE Visible Measures