Joshi comes to Meetrics direct from Videoplaza where he was vice-president of client relations. In addition to the day job, Joshi will also be working as part of a cross-industry group formed by IAB UK to review viewable impressions and ad visibility standards.

The initiative was inspired by a US industry move, Making Measurement Make Sense ( 3MS), which called for a number of substantive improvements in digital media measurement so that digital media could be measured in ways which are compatible with planning, buying and evaluating in a cross-platform world.

Joshi said: “The US 3MS initiative is currently debating that 50% of the ad area must be viewed for at least one second before counting it as a visible impression. By working with IAB UK we will be able to provide guidance for the UK based on our five years of experience in the German speaking countries.”

Alongside Joshi’s appointment, Meetrics is also opening a South East Asia HQ in Thailand led by Nutchsara Cayir.