Consumer-centred business strategy company Magid has announced the hiring of Brian Katz as SVP, Product and Data Strategy, EmotionalDNA (eDNA). Based in New York, Katz will play a senior role in the future of Magid’s eDNA product.

Magid’s eDNA is a proprietary dataset that captures and maps the nuances of consumer emotion to both linear and OTT television content and advertising to improve the efficacy of content discovery, engagement and advertising performance.

“As the market continues to scale with addressable and attribution-based solutions, getting creative right is critical. eDNA goes beyond audience targeting and provides context to emotional connections that exist between content and ads, which has proven to drive performance,” said Katz. “We can help clients test ads and promos to stay on brand, place them in the most relevant and impactful content, and match content types together. We’re actively innovating this product and believe it is a unique and valuable dataset for our brand, agency and content partners.”

Katz has had a successful career leading research and insights teams at Paramount and NBCUniversal, and media partnerships at TiVo. Most recently, he served as Vice President, Head of Advanced TV for Eyeview, a video marketing company disciplined in creative personalisation and driving outcomes.

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