New Digital Measurement Service Umbel Names Paul Krasinski CEO
April 17, 2012 at 11:18 AM (PT)
Digital audience measurement service UMBEL, which has just closed a $3.7 million Series A round of funding led by AUSTIN VENTURES, has appointed PAUL KRASINSKI CEO and adds SETH GOLDSTEIN and THOMAS BALL to its Board Of Directors.
UMBEL, founded in 2010 by MEREDITH MAYCOTTE, HIGINIO (H.O.) MAYCOTTE, TRAVIS TURNER and NICK GOGGANS, leverages social data at great scale to deliver unique insights about the people who engage with any site, service or brand. The company is currently in private beta and will be using the recently raised funds to aggressively execute on its product roadmap and further business development goals. UMBEL is expected to bring its first product to market in Q3 of 2012.
KRASINSKI, who most recently was SVP/Digital Media and Analytics at ARBITRON, said, "AUSTIN VENTURES is an ideal funding partner for UMBEL due to their expertise in new media technologies and big data. They’re committed to our vision and have an outstanding network of resources that will provide a tailwind for UMBEL. We're confident our company will fill the measurement market and service gaps, and provide brands, agencies and publishers with a much deeper understanding of their audience to support well-informed, effective media planning and buying decisions.
"We’re on the precipice of a new era in audience measurement where brands will demand granular data and the technology is available to deliver upon the market needs," he continued. "It is exciting. I’m proud to join UMBEL’s ambitious and talented team and extend the traditional media research principles using social and big data. UMBEL has an incredible opportunity to make a large impact on the future of audience measurement.”
"H.O. and the UMBEL team have built an unbelievable technology, and it’s a serious coup to announce PAUL’s joining today," BALL said. "This is the right team and opportunity. Together, they are bringing much-needed innovation to an industry subsisting on old, outdated measurement technologies. UMBEL is empowering publishers of all kinds to qualify and report on their audience’s true value. UMBEL is the future of audience measurement. The ad networks shouldn’t have all the fun. This is about knowing your audience better than they know themselves."
Based in AUSTIN, UMBEL is already working with a number of major brands such as the BOSTON BRUINS, STREETWISE MEDIA and AUSTIN CITY LIMITS.