This is one interesting bit of news coming out of the Ad-Tech space. Comscore just made a move that seems like a shrewd internal hire. Yep, they tapped Vivek Jaiswal for their APAC Country Manager position. This is not your garden-variety internal promotion. Clearly, there’s been planning involved. Jaiswal’s been working hard as their Sales Director since 2022. It seems like he’s been doing well with their key clients in the market. The ill-timedness of it all is rather apt. Maybe they could have waited one more week.
Jaiswal is a serial entrepreneur with a strong record in enterprise sales
Well, twelve years in the enterprise sales world isn’t to be taken lightly. Jaiswal had been bouncing around some serious players: Dun & Bradstreet, Standard Chartered, and Kotak Mahindra Bank. That’s experience in itself. It’s cool to see that Jaiswal has been able to transition between such varied industries: banking to SaaS-based solutions. Each one offered a unique learning experience.
Since arriving at Comscore in 2022, he’s been the “guy who drives growth in key regional clients.” Not a job for the timid. “APAC markets can be challenging. Different cultures. Different regulations. Different business models.” But it seems he’s been doing it right. “The type of selling he’s developed is high-touch consulting selling. A strategy well-suited to his market. Because at the end of the day, it’s not what you can show them. It’s who you can introduce.
Cross-platform measurement pains continue to escalate for advertisers
This is what everybody is struggling with: viewers just aren’t like they used to be. Consumers flip between Netflix and YouTube and traditional television and mobile apps—and this is just in one day! Advertisers just can’t deal with tracking it. “Traditional metrics” can’t measure it. You can’t have something that doesn’t track them.
“The measurement nightmare” includes:
- Privacy regulations have made data collection increasingly challenging.
- Device attribution models that aren’t cross-device
- Client demands for real-time optimization
- Fragmented platforms with varied standards of measurement
Comscore is banking on the strength of its multi-platform strategy to eliminate those headaches. They’re merging data related to viewership on a digital platform with data related to television viewership. The plan is to allow advertisers to report to one place instead of dealing with five different measuring tools. It makes sense. Honestly. Who wants to have to answer questions between the two platforms to exasperated clients?
Regional expansion couldn’t be timed any better, to be honest
APAC is going through a transformation in the digital space at a pace that I think is probably quicker than anyone anticipated. Everything is changing with regard to behavior. Everything is competing. All the traditional media are fighting for their place at the table. This means there is a real potential opportunity for companies like ours to accurately determine what’s going on across every one of those distribution methods at the same time.
“APAC is a very dynamic market, and I look forward to contributing to the growth of Comscore in this region,” Jaiswal commented.
Alejandro Fosk (Executive VP, International) praised Jaiswal’s market knowledge and business relationships. “They like him because they think he won’t blow up what they have and can develop new business.” This is very important because “measurement companies live or die with client trust,” especially when dealing with “sensitive audience data.”
It seems to me that this is a well-thought-out move rather than a desperate one. It’s not just money they’re throwing at the growth of their business in the APAC market. They’re promoting a person who’s already successful in this market. Jaiswal understands his clients and is aware of the intricacies associated with the market. It seems to me that he has every potential to succeed in the market.