• by Wayne Friedman , October 2, 2015

Building its research efforts, as well as pursuing its “non-Nielsen monetization” strategy, Viacom has hired media agency veteran Julian Zilberbrand to a new position: EVP of audience science.

Zilberbrand had been EVP of activation standards, insights and technology at ZenithOptimedia. He will report to Viacom’s Kern Schireson, EVP of data strategy and consumer intelligence.

He will be responsible for building the infrastructure architecture allowing the integration of disparate data sets across linear, digital and offline behavior.

Zilberbrand will look to draw insights, models and methods to support both sales and marketing teams, and will analyze first-party data and third-party data to target and message across all forms of digital: display, video, social and cross-device.

Over the last few years, Viacom has had difficult periods when it comes steeply dropping viewership as measured by Nielsen. Philippe Dauman, president/CEO of Viacom, has pushed for continued “non-Nielsen monetization strategy.”

Before Zenith, Zilberbrand was SVP/global digital director of strategic partnerships and technology solutions at Starcom Mediavest Group. Previously, he held product development and operational senior executive positions at Eyeblaster and Doubleclick.