NetSeer appoints Brian McAllister as VP of media operations

Business, People

NetSeer, provider of premium concept-based audience and online media solutions for publishers and advertisers, has appointed Brian McAllister, expert and leader in revenue optimization and business analytics, as its Vice President of Media Operations. In his new role, McAllister will report to NetSeer CEO John Mracek.

Brian McAllister – VP of media operations NetSeer

McAllister joins NetSeer with more than a decade of experience in analytics-focused leadership roles on behalf of search, media and startup companies. He has achieved substantial success in growth and led transformative analytics, revenue, and new business teams that frequently bested company goals. McAllister’s appointment comes on the heels of NetSeer’s recent announcement of Kit Simon joining the organization as the company’s new president of media earlier this year. In Q2 of 2015, NetSeer was featured by Gartner in its Market Guide for Marketing Data Providers, an assessment and recommendation tool for digital marketers.

In his new role as vice president of media operations, McAllister will lead a team in developing and optimizing revenue strategies around NetSeer’s proprietary media product suite designed to keep the company on the forefront of online media performance while also maximizing campaign ad spends for every client. NetSeer’s direct response and brand product media solutions build on their proprietary “lookalike” audience segments, contextual mapping, and InImage Ads, among others.

Brian is highly regarded for his achievements in maximizing revenue strategies, with a proven ability to drive profitability by identifying and capitalizing on new market, segment, and product areas for online media and startup companies (…) NetSeer’s continued growth and evolution will be bolstered by Brian’s proven ability to analyze operations for strategic advantage that produce revenue.

John Mracek,

CEO NetSeer

I admire NetSeer’s ability to deliver unprecedented results for customers with its sophisticated concept-based algorithms, comprehensive media solutions for advertisers and publishers, and its focus on successfully delivering against clients’ business goals (…) I am enthusiastic to play my part in driving NetSeer’s growth to the next level


Before joining NetSeer, McAllister served in several operations and analytics-focused leadership roles, most recently as VP of Revenue Optimization for Twelvefold Media. In this role, McAllister drove aggressive growth in revenue as a result of formulating and implementing strategic initiatives focused on RTB marketplace adjustments, inventory QA, and attribution modelling that drove increased profitability. Prior to Twelvefold, McAllister advised tech start-ups, such as Media River, Tapatap, Clickfacts and KPG Ventures, on revenue strategies, team development processes, and sales operations. Earlier in his career, he served seven years in various positions at search media company LookSmart, including the most recent title Vice President of Business Analytics, where his critical analysis and team building were instrumental in driving the financial performance of the company, besting aggressive margin goals while maintaining low client turnover.

NetSeer is headquartered in Mountain View, CA, and is the creator of Concept targeting, providing ad solutions for advertisers and publishers driven by the company’s patented ConceptGraph™ intent engine. NetSeer delivers exceptional advertising performance across desktop, mobile, and video inventory backed by its hallmark values of accuracy, relevance, and brand-safety. Leveraging the scale and economics of the programmatic advertising, NetSeer helps advertisers maximize the value of their digital ad budget. For publishers, it provides new content-monetization avenues via related-search and topical links. NetSeer is privately held, and funded by Onset Ventures and Mission Ventures. The company has offices also in New York City, Chicago and other major media markets.