Marketing tech leaders from DoubleVerify, Claritas, Lexitas and professional NWSL & USWNT icon unite to strengthen accountability and confidence in advertising and media measurement

Affinity Solutions, the leading consumer purchase insights company, today announced the formation of the Outcomes Marketing Council, a collaborative forum uniting some of the industry’s most accomplished and forward-thinking leaders to tackle the most pressing measurement challenges and opportunities.

Global media advertising spend is set to surpass $1 trillion this year, yet marketers continue to express a lack of confidence in measuring the impact of their campaigns. The Outcomes Marketing Council was established to address this by bringing together executives with deep expertise across media and martech, as well as a proven track record of shepherding cutting-edge innovation and influencing tectonic shifts in the marketing and technology industries. These leaders have helped companies unlock their full value, catapulting them into influential, high-growth brands and, in many cases, leading to industry-shifting mergers and partnerships. Together, the Council will identify pivotal shifts across areas like live sports, CTV, and more to help brands unlock valuable, purchase-based methodologies that improve measurement, optimize performance, and drive growth.

At launch, Council members include Damian Garbaccio, Chief Commercial & Marketing Officer at Affinity Solutions; Doug Campbell, CSO at DoubleVerify; Chase Miller, CPO at Claritas; Nishat Mehta, CEO at Lexitas, former President at Circana; and Kelley O’Hara, former professional soccer player, BreakAway Data ambassador, and host of the Sports Are Fun! podcast.

“The Outcomes Marketing Council represents a commitment to advancing innovation through tangible action to align the industry around metrics that truly matter,” said Garbaccio. “By uniting respected leaders with a shared devotion to measurement excellence, we can move the industry beyond proxies to verified, purchase-based outcomes, and create a better path for measuring and optimizing advertising effectiveness.”

The Council’s work will focus on:

• Improving the quality of outcomes measurement by cementing consumer purchase data, with optimization, as a foundational component to understanding the real-world impact of advertising.
• Advancing best practices in optimized outcomes marketing by collaborating on research, resources, and participating in key industry conversations.
• Identifying opportunities to expand Affinity Solutions’ offerings to help advertisers unlock greater value from its granular, deterministic, and privacy-compliant consumer purchase data.

“I’m excited to represent DoubleVerify on the Outcomes Marketing Council alongside such respected peers from across the ecosystem,” said Doug Campbell, Chief Strategy Officer at DoubleVerify. “DV is focused on helping advertisers maximize media effectiveness, and this Council offers an important opportunity to advance outcome-based measurement across the industry. By working with Affinity Solutions and other leaders, we can help ensure marketers have the transparency and tools they need to connect their investments to meaningful business impact.”

To learn more about Affinity Solutions or inquire about joining the Outcomes Marketing Council, please contact: dpaulino@affinitysolutions.com.

About Affinity Solutions

Affinity Solutions is the leading consumer purchase insights company. We provide a complete view of U.S. and U.K. consumer spending, across and between brands, via exclusive access to fully permissioned data from over 150 million debit and credit cards. Our proprietary AI technology, Comet™, transforms these purchase signals into actionable insights for business and marketing leaders to drive optimal outcomes and build lasting customer relationships. Visit us at www.affinitysolutions.com to discover how we're shaping the future of consumer purchase insights.

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