Former Nielsen Exec Damian Garbaccio Joins Affinity Solutions

Affinity Solutions, a consumer purchase data platform, has named marketing technology and media industry veteran Damian Garbaccio as its first chief business and marketing officer.

Garbaccio, formerly executive in residence for Verisk Financial and executive vice president of Nielsen, will lead Affinity Solutions’ efforts to “accelerate innovation and adoption of the company’s deterministic consumer purchase data for use in advanced outcome-based media planning, buying and optimization.”

Additionally, Mike Shehan, former CEO and co-founder of SpotX and current managing partner of Roster Capital, has been named to Affinity Solution’s advisory board.

Affinity Solutions says its consumer purchase data, “based on fully-permissioned, real-time, credit card purchases, facilitates less dependency on proxies in media measurement. The company’s purchase media metrics provide a critical element, the consumer purchase, enabling more accurate cross channel outcome-based measurement and a clear view into how advertising efforts drive sales.”

Affinity Solutions CEO Jonathan Silver said: “We are thrilled to announce the appointment of Damian as our chief business and marketing officer and Mike to our board of advisers. Their collective achievements and experience in the martech industry allows Affinity to help all media and advertising stakeholders achieve better outcomes. Damian can help our team innovate quickly to expand our groundbreaking consumer purchase data product suite, thus allowing marketers to extract the most value from the billions currently being spent on advanced media measurement and activation solutions.”

Garbaccio said: “I am excited to be joining Affinity at a time of enormous opportunity and disruption within media measurement and activation. True outcome driven marketing is now within grasp, and Affinity’s advanced intelligence approach is leading the way in the development of new and clearer definitions of measurement for brands, agencies, and media. I am confident the impact we make will be significant and enduring.”

And Shehan said: “Affinity is doubling down on quality resources and talent to be at the forefront of the future of TV measurement and I’m excited to bring my decades of experience to help them build momentum defining the future of media and measurement.”