Batter was chief executive at market research and analytics business MarketCast for six years and stepped down earlier this month, with Amy Fenton and Paul Forgue appointed to succeed Batter as co-presidents.

Prior to MarketCast, Batter led metadata company Gracenote for three years before its acquisition by Nielsen.

He joined XR’s board of directors in 2022 following Gamut Capital Partners’ acquisition of the company. He succeeds Chandler Bigelow, XR’s chief financial officer, who has been interim chief executive for the past eight months and will continue in the chief financial officer role.

Jo Kinsella, XR’s global president and chief operating officer, has now moved to the XR board.

As chief executive, Batter will lead XR’s strategy and execution.

Brands, agencies, publishers and studios use the company’s creative technology platform to manage creative processes.

Doug Knopper, executive chairman, XR, said: “John’s strategic foresight, proven leadership and operational discipline will be key to accelerating momentum and expanding our market share across the marketing and creator ecosystem.”