Nielsen has for years been the subject of criticism from some of its flagship TV clients. One way to address the squabbling? Hire more TV executives.
Julie DeTraglia, a veteran research executive, has joined Nielsen as head of content and strategic insights, and will oversee strategy behind editorial marketing content for the media-measurement giant, supervising social media, insights articles, client communications, events, sales enablement tools and podcasts.
DeTraglia will be based in Nielsen’s New York headquarters and report to Sacha Weinberg, head of global marketing for Nielsen.
“Julie has a rare talent for transforming data into clear, actionable strategy. She doesn’t just look at where the market has been — she identifies the signals that tell us where it’s going next,” said Weinberg, in a statement. “Her ability to synthesize deep historical insights with current market dynamics will be a game-changer for how we deliver value to our clients in a constantly evolving landscape.”
DeTraglia had previously been vice president of ads measurement at Netflix and global head of sports strategy and research at Amazon. She has also held research leadership roles at Disney, Hulu and NBCUniversal.
She is the latest in a string of hires by Nielsen of executives with experience at traditional media companies. In recent months, Nielsen has hired Roberto Ruiz, formerly of TelevisaUnivison, as its new head of measurement science, and Peter Naylor, formerly of Netflix, Snap, Hulu and NBCU, as its chief client officer.
One of Nielsen’s most-scrutinized marketing efforts, its monthly “The Gauge” ranking of viewing behavior across multiple kinds of media, has generated some controversy. The company in March Nielsen delayed the release of the February results of its popular tabulation after some clients became alarmed by a downturn in streaming audiences following a decision by the measurement giant to add new data to its mix. Streamers were upset by the maneuver, and then Nielsen was criticized by Mark Marshall, the chairman of global advertising and partnerships at NBCU, who told The Wall Street Journal in an interview he believed the Gauge imbroglio revealed Nielsen was overestimating streaming audiences at the expense of traditional TV viewership.
But the Gauge was never intended to serve as currency for negotiations with advertisers. The tabulation was merely intended to highlight Nielsen’s cross-screen measurement abilities.
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