Poltrack (pictured), who is also president of the broadcaster’s Vision insight division, is a past president of the Market Research Council, past chairman of the Media Rating Council, vice president and past chairman of the Advertising Research Foundation and a former member of the National Association of Broadcasters’ research advisory board.

He also serves as an adjunct associate professor at Columbia’s School of Business and New York University’s Stern School of Business.

Poltrack said: “I have long believed that the paradigm of marketing measurement needs to change. Measurement can no longer just be about counting the exposure potential of ads but about tying directly to consumer behaviour and the bottom line. After spending time with the Marketshare Partners team, I believe that they are doing groundbreaking work around the way marketing is measured and, in particular, how to operate in today’s complex multi-channel media world. I’m pleased to partner with Marketshare on this mission.”

In March this year Marketshare appointed ex-Procter & Gamble global marketing officer Jim Stengel to its advisory board. He was joined by former eBay chief marketing officer Mike Linton in July.