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