LOS ANGELES—March 10, 2026—MarketCast, a leading technology and AI-powered advertising effectiveness company, today announced the appointment of Elina Combs as VP, Product Marketing and Lisette Vitter Williamson as SVP and Media Business Unit Leader. Working in tandem with the existing leadership team, they will further drive MarketCast’s go-to-market strategy, product innovation and value proposition across key markets.

“These strategic appointments enable us to accelerate alignment and deeper integration between our product strategy and commercial execution,” said Lana Busignani, CEO of MarketCast. “Elina and Lisette’s expertise will be instrumental as we scale our business, drive product integration, pursue new market opportunities, and further strengthen our leading position in the market.”

As VP, Product Marketing, Combs will lead MarketCast’s Product Marketing function, working closely with Product, Commercial and Executive leadership to evolve market positioning and value propositions. She will also lead efforts to translate product innovation into differentiated market value and more broadly align the company’s story to its long-term strategy. With over 15 years of experience shaping go-to-market strategy for B2B SaaS and data-driven technology businesses, she is an expert when it comes to evolving product-centric offerings towards platform-driven growth models.

As head of the Media Business Unit, Williamson will lead commercials for many of the largest media companies in the world and be responsible for driving revenue growth. This includes steering buy- and sell-side activities, and setting commercial strategy, where she will bring her deep market expertise to inform and shape future innovations. Williamson joins from Innovid, where she led global sell-side strategy for category leaders, including Disney and NBCUniversal, as Head of Publisher and Platform Sales. She also has a decade and a half of industry experience, including more than ten years in senior-level roles at Nielsen.

These appointments come off the back of a pair of other hires, Aimee Gerry and Eric Morse, who joined as VPs of Commercial, further demonstrating MarketCast’s commitment to giving advertisers the insight they need to better understand how their campaigns perform in the market. 

LOS ANGELES — February 10, 2026 – MarketCast, a leading technology and AI-driven advertising effectiveness firm, today announced the launch of Total Effect, a new unified advertising intelligence solution designed to help marketers understand which creative and media drivers actually deliver results across the full campaign lifecycle. By unifying creative and media intelligence with real consumer response and business outcomes, Total Effect closes the historical gap between creative and media measurement so marketers can understand what’s working, why, and where to optimize next, all with unprecedented clarity and confidence.

“For years, marketers have been forced to choose between creative testing conducted in controlled environments and media analytics that focus on delivery and exposure,” said Lana Busignani, CEO of MarketCast. “Too often, these approaches operate in silos, making it difficult to grasp how creative and media work together in real life, let alone optimize campaigns while they’re in market. Total Effect closes that gap.”

Unifying creative performance, media effectiveness and actual business outcomes into a single, continuous measurement loop, Total Effect combines always-on tracking, cross-channel measurement, and the voice of real consumers responding to campaigns in market. This gives marketers a clearer, more complete view of what’s working and why, as well as what to do next.

“It’s not enough to know something worked. Marketers need to understand what made it a success, and, just as importantly, how they can repeat it. By combining decades of always-on consumer intelligence with AI and additional data sets, we’re finally giving marketers the clarity and confidence they’ve been craving and enabling them to make informed decisions while campaigns are live—and not just after the fact,” Busignani added.

Built on MarketCast’s long-standing expertise in advertising effectiveness, Total Effect analyzes creative and media contribution daily, while measuring campaign performance weekly, allowing marketers to quickly gauge the impact of new or breaking ads as they enter the market. The solution consolidates measurement across Linear TV, Online Video, and Social, providing a unified, cross-channel view of performance. Key features include:

• Unified Campaign Measurement: Connects creative diagnostics, media delivery, and business outcomes into one continuous framework.
• Creative & Media Drivers: Identifies which creative elements and media channels are driving — or detracting from — performance, moving beyond single-ad results to category-level learning.
• Cross-Channel Coverage: Measures performance across Linear TV, Online Video, and Social, giving marketers a consistent view across the full media mix.
• Voice of the Customer, In Market: Combines AI with feedback from real people responding to advertising in the wild, delivering more authentic insight than modeled exposure data alone.
• Competitive & Category Context: Shows how competitors are performing and surfaces patterns that help brands understand the formula for success within their category.
• Actionable Optimization: Delivers clear guidance on which creative or media adjustments will most effectively improve ROI.

Total Effect is now available for advertisers and agencies seeking a more complete, real-world understanding of how their campaigns perform — and how to make them work harder. To learn more, head to marketcast.com/marketcast-total-effect.

Culver City, Calif. – December 11, 2025 – In a bold move signaling the next era of innovation in technology and AI-driven advertising effectiveness, MarketCast today announced the appointment of Lana Busignani as Chief Executive Officer, Paul Shortley as Chief Revenue Officer, and Kerel Cooper as Chief Marketing Officer. Together, this leadership team marks a new customer-focused chapter for the company as it expands its predictive, outcomes-driven advertising intelligence solutions. Their combined expertise across media, commercial strategy, and marketing will strengthen MarketCast’s industry leadership while accelerating its evolution into a truly customer-first, insights-driven organization.

The appointments come as MarketCast prepares to introduce Total Effect, a solution combining creative effectiveness within media execution, helping brands and agencies better understand the elements driving their performance in real life (IRL). Launching in early 2026, Total Effect will serve as the centerpiece of MarketCast’s next-generation product suite.

Busignani brings decades of global leadership experience across media, marketing effectiveness, and advertising intelligence, including senior roles at NielsenIQ, Quotient Technology, Nielsen Media, and IPSOS.

“Joining MarketCast at this moment is energizing, especially given the opportunities to deliver even more value to our clients,” said Busignani. “Marketers are facing unprecedented pressure to prove what’s working, and MarketCast is uniquely positioned to answer that. I’m excited to build on the company’s incredible foundation of technology-driven advertising effectiveness insights and accelerate our shift into real-time, predictive analytics. With Total Effect and our growing AI native intelligence platform, we have the opportunity to reshape how brands understand and optimize advertising impact in a more complex world.”

Shortley brings more than 20 years of success in driving commercial performance across advertising, AdTech, market research, and analytics organizations. His record includes building and scaling high-performing sales teams and introducing market-shifting solutions to enterprise brands.

“What drew me to MarketCast is its ability to meet marketers where they are while giving them visibility into what’s next,” said Shortley. “The industry has been hungry for solutions that connect creative performance to actual business outcomes, and MarketCast is one of the few companies with the data, technology, and credibility to do it. I’m looking forward to working closely with our clients to help them fully unlock the value of our intelligence platforms and the new Total Effect solution launching in 2026.”

Cooper is an award-winning marketing and digital media executive known for applying first-principles thinking to modernize marketing operations and elevate brands. He previously served as CMO of GumGum.

“MarketCast has always been respected for its rigor and research heritage, but what excites me most is the company’s future,” said Cooper. “Today’s marketers need clarity, speed, and actionable intelligence, and MarketCast is building the products that deliver exactly that, further powered by AI. Total Effect will be a breakthrough moment for brands that want to connect media, creative, and outcomes in one place. I’m thrilled to help tell that story, elevate the MarketCast brand, and partner with teams across the organization to continue building momentum.”

As the industry demands more accountability from advertising investments, Total Effect represents MarketCast’s most ambitious product launch to date. Total Effect brings together creative quality, exposure, attention, behavioral signals, and business outcomes into a single AI-enabled predictive framework showing how creative drives exposure, how exposure influences brand and behavioral impact, and how those signals translate into measurable results.

For customers, Total Effect will help:

• Clarify the full “total effect” of advertising across channels and audiences
• Optimize creative and media strategies earlier, faster, and more confidently
• Predict performance outcomes using real-time, AI-driven modeling
• Link exposure directly to brand impact and sales lift through a unified scoring system