Prior to joining Lucid, Zahtila was the chief revenue officer of creative management platform Thunder Industries. He has also been managing director at mobile ad targeting platform, Qriously, and spent 10 years at Dynamic Logic (later Millward Brown) he was also chief revenue officer.

Proof uses data to show the audience reached by digital marketing campaigns in real time, and to measure the actual impact of the campaigns.

Zahtila said: "I’m looking forward to leading the Proof business unit as we leverage massive pools of demographic and behavioural data, in the interest of improving all digital advertising for both consumer and advertisers through accurately gauging brand impact."