MarketCast Unveils New Leadership and the Total Effect Platform
MARKETING
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.
The advertising industry is demanding greater accountability and prediction in an increasingly complex media landscape. In a bold move signaling a new era of innovation, MarketCast, a leading technology and data-enabled advertising effectiveness firm, today announced a complete restructuring of its executive leadership team alongside the forthcoming launch of its most ambitious product to date: Total Effect.
The new leadership trio brings deep expertise across media, commercial strategy, and marketing, designed to accelerate MarketCast’s transformation into a predictive, outcomes-driven advertising intelligence organization:
Lana Busignani is appointed Chief Executive Officer (CEO), bringing decades of global leadership from senior roles at NielsenIQ, Quotient Technology, and Nielsen Media.
Paul Shortley joins as Chief Revenue Officer (CRO), with over 20 years of success scaling commercial performance across AdTech and market research.
Kerel Cooper is named Chief Marketing Officer (CMO), known for his work modernizing marketing operations and previously serving as CMO of GumGum.
The Problem Solved: The Total Effect
The core challenge facing marketers today is proving what is working, specifically, how creative performance connects to actual business outcomes in real life (IRL).
The new leadership team is uniting to launch Total Effect in early 2026. This solution will combine creative effectiveness within media execution, serving as the centerpiece of MarketCast’s next-generation product suite and fundamentally reshaping how brands understand and optimize their advertising impact.
“Marketers are facing unprecedented pressure to prove what's working, and MarketCast is uniquely positioned to answer that,” said new CEO Lana Busignani. “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.”
Predictive Power and Unified Measurement
Total Effect is designed as a single AI-enabled predictive framework that clarifies the full influence of advertising. It links creative quality, exposure, attention, and behavioral signals directly to measurable business outcomes.
For customers, the new platform will deliver the ability to:
Clarify the full impact ("total effect") of advertising across all channels and audiences.
Optimize creative and media strategies earlier, faster, and with greater confidence.
Predict performance outcomes using real-time, AI-driven modeling.
The new leadership team is committed to leveraging MarketCast’s deep research heritage with cutting-edge technology to provide the clarity, speed, and actionable intelligence today’s marketers need to maximize their advertising investment and amplify brand fandom.