Press
San Francisco, December 16, 2008
Peerset Selects Mike “JB” John-Baptiste as Chief Executive Officer and member of
its Board of Directors
SAN FRANCISCO, CA and Toronto, Canada – (Marketwire – December 16, 2008) – Peerset
Inc., a technology company which increases ad campaign performance and social media
monetization, announced today the appointment of Mike “JB” John-Baptiste as its
Chief Executive Officer (CEO). JB also joins the Company’s Board of Directors. Chetan
Mathur led the executive search process and will remain Executive Chairman of the
Company.
JB is leaving his current post as Founder and President of End2End Solutions, a
digital sports and social media marketing agency. Prior to that position JB was
Senior Vice President, Business Development, Partnership Sales and Sports Programming
at JumpTV, a publicly traded company which recently merged with Charles Wang’s Neulion.
JB’s primary activities while at JumpTV included leading a 23 person team that sold
publishing platforms to sports brands and acquired international sports video content,
both of which were multi-million dollar business lines. Since 1999 he has served
in executive business and market development positions as a direct report to the
CEO at venture-backed companies including most recently PrimeRevenue and eOne Global.
He started his 14 year career as a San Francisco-based investment banker in the
early days of digital media participating in the private and public financings for
companies such as SportsLine USA (sold to CBS) and Excite (merged with @Home and
sold to Comcast).
While Chetan Mathur was Chairman and Interim CEO of the company, he worked intensely
with co-founder and current Chief Technology Officer (CTO) Amit Kanigsberg to define
applications for Peerset’s core technologies, raise capital and build its Board.
During the last nine months major accomplishments include:
Raising a seed round of capital from strategic and financial investors,
Developing and trialing commercial-ready applications for advertising networks,
social media companies and publishers, and
Creating a well-rounded board of directors who have held executive positions at
leading digital media businesses such as eBay and McCann WorldGroup.
“I give full credit to the founders of this company who three years ago came up
with a completely novel and unique approach to develop a statistically sound psychographically-influenced
data model for connecting people with interests in digital markets. It was my job
to help figure out how we could commercially apply the science and we have found
a market that sorely needs our help,” Chetan said. “We brought in JB because he
has a tremendous track record in creating new markets by assembling together the
key members in business value chains and getting them to see how sharing and integrating
content and technologies is good for their business. He also has deep relationships
in the venture capital and social media communities which will serve us well as
we grow through 2009 and beyond.”
“Every meaningful online media network is at some stage in developing a social media
strategy and this is great news for fans of their content. Monetization of social
media is just evolving and it is very important to figure out how to keep revenues
in pace with the volume of activity brought about by users sharing their experiences
with others and with brands. I can promise you that Peerset’s solutions will make
this easier to achieve. The insights derived from the information put through the
Peerset engine is truly powerful and amazing to experience first hand,” JB said.
“Digital media companies constantly struggle to find new ways to get better performance
from their ad campaigns and to fuel their ad sales teams with new ideas to generate
more business with marketers,” JB continued. “I have decided to join the Peerset
team because finally I see an innovative approach to ad targeting that does not
sacrifice marketers’ needs to further expand their audience. I am extremely excited
to work with our talented researchers and technologists to help make social media
relevant and profitable to marketers and publishers alike.”
Peerset has built a patent-pending solution that analyzes social media content and
feeds a proprietary psychographic recommendation engine to provide Publishers and
Ad Networks with an expanded yet targeted audience. Peerset's feature product, PS
Expander, can integrate with existing ad serving systems and enhance any existing
investments in contextual or behavioral targeting solutions. Peerset's analysis
tool, PS Insights, helps Marketers and Ad Sales teams prioritize new and existing
content categories to find and reach engaged users with the proper messaging.
Peerset is leading innovation in the newly established field of Social Psychographic
targeting. We have spent the last three years performing scientific research to
understand how people's ideas, thoughts and opinions hang together and what assumptions
can be made about how their explicit expressions of interest or intent translate
into related actions. Advertisers and their partners are seeing significant lift
in the efficiency of their campaigns and we have found them new markets to promote
their brands.
The company has offices in San Francisco, California and Toronto, Canada.
Media Contact(s):
media@peerset.com
Mike “JB” John-Baptiste
+1-415-845-1187
ceo@peerset.com
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