Sable Mi leads NinthDecimal’s Research and Insights Group, responsible for helping clients identify marketable moments that drive engagement and create actionable insights. By incorporating location data with other online and offline sources across devices, Sable and her team provide a holistic view of today’s mobile-first audience, which informs clients’ planning, activation, measurement and optimization decisions. As an active advocate for third party measurement and cross-platform ad effectiveness, Sable represents NinthDecimal at various organizations focused on establishing and reinforcing industry standards. As a seasoned industry veteran, Sable has a deep background in advertising that spans both full service agencies and leading ad-tech/ mar-tech companies. She is a recipient of the 2013 and 2018 IAB Service Excellence Awards, currently serves as Co-Chair of IAB Measurement and Attribution Committee, ARF Cross-Platform Council, as well as Board of Directors of Media Rating Council. Sable has an M.B.A. from Johns Hopkins University and a M.A. in Mass Communication from Towson University.