Beatgrid has brought on Alexander Rutges as its new Chief Operating Officer (COO) as the Netherlands-based advertising effectiveness firm looks to expand its global scale to meet increasing demand.

Rutges, a seasoned professional with over 20 years of experience in the media and marketing sectors, is known for his track record in scaling businesses and driving operational excellence.

Prior to joining Beatgrid, he held leading positions at various marketing-related companies, including international tech scaleup TBAuctions. His new role at Beatgrid will see him focusing on understanding the company's growth cycle, with an emphasis on the pillars of people, strategy, and execution.

"I have a lot of respect for everything achieved thus far at Beatgrid and I'm excited to help scale this A-player in the advertising market and ensure we continue delivering solutions that meet the evolving challenges of cross-media ad measurement," Rutges said. His leadership style, characterized by open communication and democratic decision-making, is expected to be a valuable asset to the company.

Beatgrid, founded in 2014, is known for its cross-media advertising effectiveness currency. The company's solution has been validated by leading organisations such as Amazon Ads, Google, McDonald’s, P&G, and Unilever. Beatgrid's method provides a comprehensive view of consumer interactions by passively monitoring audio-visual ad exposures across various channels and directly linking these to brand lift survey responses within the same panel.

"Alexander’s extensive experience in scaleups makes him an invaluable addition to our leadership team. His pragmatic approach and commitment to operational excellence will be crucial as we continue to expand our global scale to keep up with global demand whilst enhancing our offerings," said Co-founder of Beatgrid, Daniel Tjondronegoro.