Former Effective Measure executives to launch new ad tech media venture

Two former senior directors of research agency Effective Measure – one of them the company’s founder – are to launch their own start-up in the digital media environment, Mumbrella can reveal.

James Robertson, who founded Effective Measure in 2008, and his brother Michael, group director of brand and commerce insights, are in the lab stage of the venture.

Both left Effective Measure recently, with Michael departing last week, but retain minority interests in the company.

Michael Robertson told Mumbrella that after several years in the online measurement industry it was time to embark on a new project. He said they left Effective Measure in a strong position, with a new chief executive – marketing and business strategist Graham Plant  – just appointed to take the business forward. Plant replaces Richard Webb who left in March.