Effective Measure appoints Ben Sharp as MD in Australia, New Zealand

This newly created role has been set up to meet growing demand in Australia and New Zealand for an alternative to the established audience measurement tools, according to Effective Measure.

Bringing more than 13 years of experience across the digital media industry, Sharp will help Effective Measure to expand its presence in Australia and prepare for a New Zealand market launch. Based in Sydney, he joins the team this week, reporting to CEO Richard Webb.

"Ben brings significant digital publishing expertise and a broad set of relationships in the Australian media and advertising industries," Webb said. "As managing director of Australia, he will apply his operational experience and strategic insight to grow the local team and expand market opportunities.”

"Our vision is to provide content owners and publishers tools that help them monetise their audiences at higher yields via the use of rich data," Sharp told Campaign Asia-Pacific. "As we see the growth in programmatic buying is presenting publishers with the risk of reducing their CPM yields, Effective Measure will help publishers control this by showcasing the key benefits and unique aspects of their individual sites, which would give them and other media planners unparalleled visibility of the digital media landscape so media campaigns can be planned as efficiently as possible."

Sharp was most recently the co-founder of Allure Media, a publisher of consumer technology and women’s lifestyle sites, including Gizmodo and PopSugar. He was also one of the key executives at Yahoo in the early days of its establishment in Australasia.

His appointment coincides with the promotion of Effective Measure’s regional managing director for Oceania, Michael Robertson, group director of media, based in Melbourne.