Davidsen has more than 10 years experience in leading micro-targeting campaigns, and will now oversee Rentrak’s initiatives for political customers.

She worked with Rentrak while serving as Obama for America’s director of integration and media targeting in 2012. While working for the campaign, she developed a system called ‘The Optimizer’, which analysed television specific political demographics to help the campaign spend advertising dollars more effectively.

She has also worked at Navic Networks, a company that wrote code for set-top boxes to capture and record live and time-shifted viewership history.