• by Joe Mandese  @mp_joemandese, March 9, 2022

At a time when the ad industry is developing and testing a variety of alternate currencies for planning and buying media, Comscore has tapped a long-time Madison Avenue media-buying exec as its first "vice president of currency."

Elizabeth Daly, who most recently was vice president-group media director of video investment at IPG's Mediahub Worldwide unit, has been named to lead Comscore's "currency initiatives," the company said, begging the question: what's not a currency initiative at Comscore?

Comscore noted her appointment comes as it has begun conducting a new measurement trial with Omnicom Media Group.

“With so much discussion of alternative media currencies right now, marketers need trusted voices to help them navigate this rapidly evolving space," Comscore Chief Revenue Officer Carol Hinnant said in a statement, noting that Daly will help provide a "strategic mindset and understanding of the agency's point-of-view."

Prior to Mediahub, Daly held senior roles at Publicis' Spark Foundry and Dentsu's Carat units.