Mallon spent two years within AdLabs, which he describes as a digital advertising innovation and thought leadership group inside Yahoo.

His team there consisted of experts in computational advertising, data mining, social science, neuroscience, economics and other disciplines and the work spanned both the development of new digital ad formats and solutions and working with Yahoo’s ad effectiveness team to service major advertisers.

The AdLabs role marked his second stint with Yahoo, having worked there between 2000 and 2004 in data mining and product marketing roles.

He then moved to Dynamic Logic, the online advertising research company. It was brought by Millward Brown in 2005 and Mallon moved into a consulting role with the parent company before returning to Dynamic Logic in 2008 to manage the global custom solutions group.

At Ipsos ASI, Mallon will report to global CEO Alex Gronberger. He said Mallon “has proven himself as an innovator and a leader in the digital world. He will no doubt use that knowledge to help us build a digital research practice that helps our clients uncover greater insights that drive better results.”