ex-YouTube Exec Denis Crushell Joins Contextual Ad Platform Precise TV
Crushell, who most recently served as CRO at Tubular Labs, joins Precise TV along with team of new U.S.-based salespeople as the London-based company focuses on CTV expansion
NEW YORK -- September 29, 2021 -- Precise TV, a leading kid safe contextual advertising platform, today announced the appointment of Denis Crushell as Chief Commercial Officer. Crushell is responsible for leading new revenue initiatives as Precise TV expands beyond YouTube to bring its contextual intelligence solution to connected TV (CTV) and other digital platforms. In addition to Crushell’s appointment, Precise TV has hired several U.S.-based salespeople, and has opened a U.S. headquarters in New York.
Before the likes of Facebook, Google and Apple were talking about moving away from cookie-based targeting, Precise TV was already focused on building a COPPA-compliant platform for responsibly targeting kids (under 13) and families on YouTube. Now, as a result of the recent voluntary decisions of Facebook and Google to no longer allow targeting of anyone under 18 years old, Precise TV is the de facto ad buying solution for brands targeting youths. The company’s growth potential on YouTube alone is enormous, with nearly 30 percent of YouTube viewers in the U.S. 2 to 18 years old, according to Nielsen.
“I’m astounded at what the Precise TV team has built, entirely bootstrapped,” said Crushell, who has held impressive roles in his 15-year career. Most recently, he served as Chief Revenue Officer at Tubular Labs. Prior to that, he was Head of EMEA Sponsorships at YouTube. He also held various commercial leadership roles at Google.
At Precise TV, Crushell’s role will be fully maximizing new revenue opportunities after what’s already been a banner year. The company’s top-line revenue has increased more than 100 percent year-over-year. In addition to youth targeting, Precise TV is gaining momentum with brands targeting general audiences, with customers including Jaguar, Adobe, Chanel, and Hilton.
Crushell added: “I’ve seen plenty of impressive engineering in the video technology industry, and Precise TV’s self-learning system is like no other. Solving for brand suitability is just the tip of Precise TV’s sphere. Our solution removes upwards of 40 to 60 percent of wasted ad impressions for advertisers on YouTube. The resulting mix of branding, performance and technology delivers consistent business outcomes for our advertising partners.”
Precise TV has honed its product offering by applying its proprietary algorithms to develop a dynamic taxonomy to categorize billions of YouTube videos, resulting in an accurate contextual ad targeting offering that requires no personally identifiable information. This engineering feat and video-level approach to the world’s biggest catalog of videos now affords Precise TV the massive commercial opportunities to leverage its data science against any video-based platform across the convergent TV-online video ecosystem.
“I’ve worked with Denis over the years and he’s the perfect fit to lead our global commercialization initiatives,” said Christian Dankl, Chairman and co-founder of Precise TV. “Denis is an industry leader and connected to some of the most influential companies and executives transforming the online video and convergent TV world. We’re going through a period of impressive growth in the U.S. and Denis joins at a pivotal moment to help expand our platform to connected TV and eventually all video platforms.”
Precise TV is in active discussions with connected TV publishing partners to roll out its tech to CTV across the United States. Crushell is leading this initiative, alongside building new partnerships across all video platforms.
About Precise TV
Founded in 2015, Precise TV is the world’s first and leading KidSafe COPPA certified YouTube advertising platform. The award winning company uses contextual intelligence to deliver brand safe, relevant and privacy-compliant video campaigns reaching young audiences and families across the world's largest platforms and Connected TV inventory. With offices in London, Sydney, New York, Sarasota and Los Angeles, Precise TV is a member of the IAB Gold Standard and JICWEBS certified Brand Safe. For more information, visit: https://www.precise.tv/.