Based in New York, McMahon (pictured) will be responsible for growing the company’s research and advertising services with technology providers, including video games publishers, software and hardware makers and tech platforms.   

With a career spanning 20 years, McMahon’s research experience includes traditional brand and audience research and advertising copy testing and tracking.

At Kantar, McMahon held various senior leadership roles, including leading client development and strategy. She began her career at Millward Brown, spending 15 years building its US practice.

Los Angeles-headquartered MarketCast recently launched its cross-platform advertising measurement, which measures ad recall and resonance across connected television, linear television, streaming platforms and social media.

John Batter, chief executive, MarketCast, said: “Having spent much of her career as a researcher and client service leader for the world’s biggest tech brands, Marisa knows what it takes to deliver research programmes that bring value to marketers in this space.”