A Team Blending Time-Tested Methodology with Industry-Shaping Innovation
Pacing the Industry in the Application of Next Gen Solutions
Our Sales Lift Experts
Christine McGovern
SVP, Business Development
With more than 25 years in advertising and brand leadership—including senior roles at P&G and Catalina—Christine links ad exposure to verified sales lift. She helps brands prove ROI across all major retailers, including Walmart and Amazon. Has driven $65M+ in revenue through advanced data analysis and targeting.
Thalya Hamilton
Chief Client Officer
Co-founder of Nielsen Catalina Solutions, Thalya is a pioneer of household and consumer level sales effectiveness measurement for the industry. Blends analytics strategy and client success leadership to turn complex campaign data into measurable, revenue-driving results. Leverages prior leadership roles at Quotient and Ibotta.
Our Brand Lift Experts
Jerome Shimizu
Chief Research Officer
A pioneer of modern brand measurement and founder of Nielsen Catalina Solutions, Jerome has spent 25+ years developing the industry’s most influential brand effect frameworks—bringing scientific rigor to media accountability.
Karen Miller
VP, Sales
With over 20 years leading brand lift strategies, Karen helps advertisers prove the power of perception—linking media exposure to attitudinal shifts across digital, TV, OOH, and social. Acquired cross-industry expertise spanning media, research, and analytics in senior roles at DISQO, Kantar, and ESPN.
Our Consideration Lift Experts
Michael Sheng
Michael Sheng
With over 20 years in QSR and CPG innovation—including leadership roles at Burger King and ABCS Insights—Michael drives consideration through affinity-based targeting, panel data, and tech-enabled strategies that move consumers from awareness to intent.
Christine McGovern
SVP, Business Development
With more than 25 years in advertising and brand leadership—including senior roles at P&G and Catalina—Christine links ad exposure to verified sales lift, helping brands prove ROI across Walmart, Amazon, and all major retailers.
Our Omnichannel Experts
Sunil Soman
SVP Advanced Advertising and Innovation
With 15+ years leading cross-platform innovation—from Warner Bros. Discovery to ABCS Insights—Sunil ensures campaigns are measurable across every screen, unifying CTV, DOOH, and retail media into one accountable framework.
Christine McGovern
SVP, Business Development
Christine brings deep omnichannel expertise from P&G and Catalina, having driven $65M+ in revenue by connecting CTV, digital, OOH, and in-store campaigns to real-world results through advanced data analysis and targeting.
Our In-Flight Optimization Experts
Michael Sheng
Chief Product Officer
Michael brings deep expertise in real-time ad performance and publisher analytics, having built end-to-end adtech solutions that help agencies evaluate and adjust campaigns on the fly. His work ensures that ABCS clients can act quickly on insights—optimizing tactics, creatives, and spend mid-campaign for maximum impact.
Tom Acquaviva
Chief Revenue Officer
Brings over 20 years of experience helping brands like P&G and Johnson & Johnson to fine-tune campaign performance mid-flight across digital, video, and omnichannel environments. At Qualtrics contributed to massive value creation, achieving growth from $75M to $1B ARR.
Our Experts in Small Campaign Measurement
Tom Acquaviva
Chief Revenue Officer
Helps brands unlock meaningful insights from small-scale campaigns—using consumer panels providing data depth and stability—to deliver credible, ROI-focused outcomes. At Qualtrics contributed to massive value creation, achieving growth from $75M to $1B ARR. Spent 10+ years at Nielsen, most notably as Senior Vice President of Strategic Accounts.
Sunil Soman
SVP Advanced Advertising and Innovation
At ABCS Insights and Warner Bros. Discovery, Sunil has championed methodologies that ensure even low-impression campaigns achieve statistically significant results—powered by the ABCS’ industry-leading datasets.
Our Audiences Experts
Jerome Shimizu
Chief Product Officer
Jerome is a pioneer in audience measurement, having spent decades developing deterministic segmentation models that link real purchase behavior to media exposure. As the architect of ABCS’s audience methodology, he ensures advertisers can identify, categorize, and activate high-intent segments with unmatched accuracy and scale.
Andy Haversack
Vice President of Business Development & Client Partnerships
Andy builds audience solutions that connect retail, CPG, and travel brands with commerce data—transforming insights into scalable, privacy-safe targeting strategies. Refined his expertise in senior roles at General Mills, Quotient, and Ibotta.
Our Methodology Experts
Jerome Shimizu
Chief Research Officer
The founder of Nielsen Catalina Solutions, Jerome has shaped industry methodology standards for 25+ years. Authored the ABCS Framework and pioneered the measurement of Audience, Brand, Consideration, and Sales effects—powering today’s most trusted ad effectiveness models.
Thalya Hamilton
Chief Client Officer
Co-founder of Nielsen Catalina Solutions, Thalya is a pioneer of household and consumer level sales effectiveness measurement for the industry. Blends analytics strategy and client success leadership to turn complex campaign data into measurable, revenue-driving results. Leverages prior leadership roles at Quotient and Ibotta.
Our Leadership Team
Michael Sheng
Co-Founder and Executive Vice President
Michael brings deep expertise in real-time ad performance and publisher analytics, having built end-to-end adtech solutions that help agencies evaluate and adjust campaigns on the fly. His work ensures that ABCS clients can act quickly on insights—optimizing tactics, creatives, and spend mid-campaign for maximum impact.
Tom Acquaviva
Chief Revenue Officer
Serving as CRO, Tom is a proven revenue driver. At Qualtrics contributed to massive value creation, achieving growth from $75M to $1B ARR. Spent 10+ years at Nielsen, most notably as Senior Vice President of Strategic Accounts.
Jerome Shimizu
CEO and Co-Founder
Co-Founder of Nielsen Catalina Solutions and former Chief Research Officer at Kantar Millward Brown, has filed numerous next gen patents.
Christine McGovern
SVP, Business Development
Leverages 15 years of brand-side experience at Procter & Gamble with agency experience as VP, Agency and Channel Partner Sales at Catalina.
Thalya Hamilton
Chief Client Officer
Applies 15 years of experience as Co-Founder of Nielsen Catalina Solutions to partner fulfillment.
Advisory Board
Steve Warshaw
A seasoned media executive, Steve brings deep perspective from his tenure as SVP at Nielsen Catalina Solutions and six years as Executive Consultant to Rakuten, where he helped shape the e-commerce data ecosystem.
Lance Brothers
As Chief Revenue Officer at NCSolutions, Lance spearheaded partnerships with top-tier brands such as Walmart, Coca-Cola, Google, P&G, and Anheuser-Busch.
Cindy Neumann
A veteran of brand and insights strategy, Cindy led Research & Insights at Ogury, where she developed high-impact programs that built brands, connected with consumers, and delivered retail success.
Howard Shimmel
With past leadership roles including Chief Research Officer at Turner Broadcasting System, Howard’s insights have driven advertising ROI for teams he has led at MTV, AOL, and Nielsen.
Principles & Ethics
Built on Trust. Backed by Science.
At ABCS Insights, we believe ethical data practices and scientific integrity are non-negotiable. Our approach to campaign measurement is rooted in transparency, privacy, and rigor—ensuring every insight you receive is both trustworthy and actionable.
What Sets Our Approach Apart
Privacy-First, Always – We never use cookies or cross-site tracking. All insights are derived without compromising individual privacy.
Fully Opted-In Panels – Our panelists actively consent to participate, ensuring ethical data collection and enhanced quality of feedback.
Zero PII Exposure – Personally identifiable information is never used, stored, or shared—ever.
Scientific Test vs. Control Design – Every analysis includes a balanced control group, isolating true lift and avoiding misleading correlations.
Consistent, Comparable Results – Our measurement framework ensures apples-to-apples comparisons across campaigns, channels, and media steps.
Frequently Asked Questions
What does ABCS Insights do?
ABCS Insights is a privacy-first advertising measurement company that quantifies the true value of media across every channel. Using cookieless, opted-in data sources and a patented methodology, we measure real-world outcomes like Sales Lift, Brand Lift, and Consideration Lift—helping agencies, brands, publishers, and intermediaries like SSPs and DSPs prove the effectiveness of their campaigns.
How is ABCS different from other ad measurement providers?
Unlike legacy providers, ABCS offers deterministic, outcome-based measurement at scale—without cookies or modeled assumptions. Our patented methodology uses test-vs-control designs, ensuring results are scientifically valid and directly attributable to advertising exposure. We also support full-funnel measurement, from audience delivery to in-store and online sales impact.
What channels can ABCS measure?
We measure omnichannel campaigns across CTV, social, digital, print, OOH, audio, influencer, direct mail, and more. With consumers using 6–7 channels on average before making a purchase, our platform is designed to reveal how those touchpoints work together—and where spend should be reallocated for maximum ROI.
What types of outcomes can ABCS measure?
We measure upper-funnel, mid-funnel, and lower-funnel outcomes, including:
- Sales Lift (in-store, online, retailer-specific)
- Brand Lift (awareness, recall, favorability)
- Consideration Lift (purchase intent, category entry)
- Audience delivery and frequency
How does ABCS collect its data without using cookies or PII?
All ABCS data is opted-in, panel-based, and privacy-forward. We never use personally identifiable information (PII) or cookies. Our data sources include:
- Retail purchase panels (e.g., Amazon, Walmart, Target)
- Social exposure panels
- Receipt (panel of 23M) upload programs
- Survey-based measurement about consumer (panel of 20M) brand perspectives
- Foot traffic (70M individuals) and web site visits data
Can ABCS measure small or regional campaigns?
Yes. ABCS can measure small-scale and localized campaigns with statistical rigor. Whether you’re running a regional pilot or a limited test campaign, our methodology ensures accurate lift validation, even with modest sample sizes.
Does ABCS integrate with clean rooms or work with agencies and publishers?
Absolutely. We support clean room integrations and work closely with media agencies, brand advertisers, publishers, and intermediaries. We also help validate campaign impact across curated or custom audiences, making it easier to prove media value in complex environments.
Can ABCS help optimize campaigns while they’re in flight?
Yes. Our in-flight optimization capabilities allow clients to monitor interim performance indicators and pivot accordingly. We provide guidance on reallocation of media spend, underperforming segments, and channel synergies—so campaigns stay on track and maximize results.
How quickly can we launch a measurement study with ABCS?
Timelines vary by data type and campaign complexity, but most studies can be activated within 1–2 weeks of receiving campaign parameters. Our team works closely with yours to ensure fast onboarding, clean room setup (if needed), and measurement execution.
What industries does ABCS work with?
ABCS works with almost all industries, including CPG, retail, finance, QSR, automotive, entertainment, electronics, gaming, and subscriptions. Whether you’re promoting national brands or niche products, our measurement framework adapts to your industry, media mix, and KPIs.
Let’s Build What’s Next—Together
Join the Brands, Publishers, and Agencies Redefining How Outcomes are Measured in Today’s Media Landscape