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Sable Mi

SVP, Research & Insights
NinthDecimal
Sable leads NinthDecimal’s Research and Insights Group, responsible for helping clients identify marketable moments that drive engagement and create actionable insights. By incorporating location data with other online and offline sources across devices, Sable and her team provide a holistic view of today’s mobile-first audience, which informs clients’ planning, activation, measurement and optimization decisions.
As an active advocate for third party measurement and cross-platform ad effectiveness, Sable represents NinthDecimal at various organizations focused on establishing and reinforcing industry standards.
Prior to joining NinthDecimal, Sable led BrightRoll’s agency research team, where she was responsible for new research product development and testing, custom research for strategic accounts, and cross-platform measurement to demonstrate the effectiveness of digital video advertising.
 
As a seasoned industry veteran, Sable has a deep background in advertising that spans both full service agencies and leading ad-tech/ mar-tech companies. She is a recipient of the 2013 IAB Service Excellence Award for Optimizing Ad Effectiveness, currently serves as Co-Chair of IAB Measurement and Attribution Committee, as well as Board of Directors of Media Rating Council.
 
Sable has an M.B.A. from Johns Hopkins University and a M.A. in Mass Communication from Towson University.
 
Company Profile: 
NinthDecimal is the omni-channel marketing platform powering real-world conversions for Fortune 500 brands. Using location intelligence, the company identifies a brand's best customers and new prospects; activates marketing strategies to drive store visits and sales; and quantifies the impact of advertising across all media. NinthDecimal has the largest real-time engine of consumer behavior based on where you live, work, shop, and play. Its platform is powered by nearly 200M U.S. consumers seen in almost 10 billion locations per day, unlocking AI-driven consumer intelligence not visible through traditional search or social platforms.