Shine hires first CRO to shift focus towards brand safety and ad fraud

Shine has appointed former AdTruth EMEA MD, James Collier, as its first chief revenue officer. Collier will work to evolve Shine's advertising experience to one which focuses on consumer consent and choice, while also fighting fraud to offer a cleaner and more valuable environment for marketers and brands. The announcement comes as Shine moves toward becoming a brand safety and verification platform, a service it wants to launch in October. Shine is planning to offer a piece of technology that brands will pay to use to guarantee their ads are viewed on non fraudulent sites. 

For the past year, ad blockers have made waves in the media world and threatened to wipe out digital advertising. Now one of those companies, Shine, has hired a chief revenue officer it's tasked with working closely with brands, agencies, publishers and trade organizations.

Today, the company is announcing James Collier as its first CRO. His responsibilities include explaining to the rest of the digital publishing ecosystem how the Shine's technology works. More importantly, he's charged with launching a tool this fall aimed at brand marketers that's sure to raise eyebrows.