Daboll was previously CEO of customer engagement firm Bunchball. He joins Ace Metrix with a remit to lead the business to “the next level of growth”, according to Ann Winblad, MD of investment firm Hummer Winblad Venture Partners.

“His knowledge of the online space combined with his detailed experience with syndicated data and advertising measurement platforms is an ideal fit,” she said.

Ace Metrix closed a $6m financing round – its second – late last year with cash earmarked to expand sales and marketing activities. The company has built a system to quickly poll TV watchers on their reactions to breaking adverts, which are then scored on factors such as watchability, relevance, likeability and desire.

The idea is for advertisers and brand managers to use this fast-turnaround data to make adjustments to their creative and media schedules to tweak underperforming ads.

Besides his stints with Bunchball and Yahoo, Daboll has also been CEO of ComScore Media Metrix, and held president and COO roles at MarketTools, Advertising.com and MediaPlan. He’s also held senior management positions within Information Resources (now SymphonyIRI) and Nielsen.

Daboll said: “Our opportunity is to continue to build out the Ace Metrix platform with data and services that help advertisers and agencies compete more effectively.”