NEW YORK--(BUSINESS WIRE)--BritePool today announced that advertising and technology industry veteran David J. Moore has been named CEO. Mr. Moore has decades of leadership experience at the intersection of advertising, media, publishing and technology and joins BritePool from WPP where he served as Chairman of Xaxis and President of WPP Digital. Mr. Moore was the founder and CEO of 24/7 Real Media, which he sold to WPP in 2007. In his time at WPP, Mr. Moore championed the transformative role of technology through the development of new media products that deliver quantifiable value. He also helped support and develop a range of WPP venture investments.

Mr. Moore joins a deep team of experienced team members and leaders in the content, publishing, advertising and technology sectors. Bob Perkins, former CMO of Pizza Hut and President of Chiat/Day New York is COO and Michael Connolly, co-founder and CEO of Sonobi and Greg Williams, co-founder of MediaMath also serve as directors of BritePool.

“The urgent need for this solution is palpable in all quarters of the online publishing and advertising communities,” commented Mr. Moore. “Google’s announcement last week clearly strengthens its advertising dominance and deals a sharp blow to digital marketing companies. BritePool has the technology that operates in a world without 3rd party cookies that enables consumers and publishers to have more transparency leading to a sustainable open Internet. Our solution can be installed today.”

BritePool also unveiled several members of its management steering committee, welcoming these executives as trusted advisors, commercial partners and participants in the BritePool solution to provide input, guide development and accelerate acceptance and buy-in across the industry.

Select members of the steering committee include: Jason White, CBS, Steve Bagdasarian, Publishers Clearing House, Jeremy Hlavacek IBM’s Weather.com, Andrew Meaden, Group M, Bill Simmons, Dataxu, Stuart Ingis, Venable and Steve Reiss, Weil Gotshal.

According to Mr. Moore, BritePool was created with the goal of solving the twin challenges currently facing the publishing and advertising industry: building consumer trust and voluntary acceptance while establishing a persistent digital last mile to the consumer in the form of a verifiable and actionable identity.

Mr. Moore pointed to the results from last week’s release of the BritePool/Annenberg study, where only 9% of consumers strongly believe they are in control of their data online.

“This growing and meaningful level of consumer distrust in the online advertising ecosystem that has led to increased and onerous government oversight and regulations that are threatening the commercial viability of publishers, concentrating control of the Internet in the hands of a few actors and stunting innovation.”

Mr. Moore continued, “We are excited to be joined but such a strong group of leaders on our steering committee, all of whom are enthusiastic contributors, supporters and in some cases, commercial partners.”