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Guideline, a leading provider of advertising data and media plan management technology, has bolstered its senior leadership team with the appointments of Steve Silvers as Chief Product Officer, Michael Laxineta as Senior Vice President of North American Data, and Vivian Herron as Senior Vice President of Sales, North America Brands and Agencies.
Guideline announced three strategic senior leadership appointments to accelerate product development, strengthen data capabilities, and expand market partnerships. The additions align with recent product advancements, including the Data Insights Service for faster advertising decision-making and the Guideline AI Agent for conversational access to spend and pricing intelligence.
“The advertising and marketing industry has always moved at a rapid pace, but the introduction of AI has only further accelerated the pace of innovation,” said Vincent Mifsud, CEO of Guideline. “We’re excited to add these industry veterans to our senior leadership team, helping us continue building momentum following our recent product launches and identify new innovative ways to further solidify Guideline’s market position in 2026.”
Steve Silvers – Chief Product Officer With nearly 30 years in advertising and marketing, Silvers most recently advised data technology companies on growth strategies at Winterberry Group. He previously held senior roles at Kantar (EVP, Global Creative, Media and Ecosystem) and TransUnion/Neustar, leading transformative initiatives in media effectiveness, creative testing, identity, audience, credit-informed marketing, and clean room solutions.
Michael Laxineta – Senior Vice President, North American Data Laxineta brings extensive experience in information services and digital media. He served as Head of Global Sales for Nexis Solutions (LexisNexis), overseeing SaaS/data renewals, new business, and alliances. Prior roles include Head of Global Insights at Cision, leadership at Tribune Company’s national advertising division, and senior positions at PR Newswire.
Vivian Herron – Senior Vice President of Sales, North America Brands and Agencies Herron has more than 20 years across media, software, data solutions, and agency media planning/buying. She held senior sales and leadership roles at Relo Metrics, VideoAmp, Amobee, BrightRoll, and Yahoo, plus agency experience at Hill Holliday and Carat. She will focus on accelerating adoption of Guideline’s media plan management platform and advertising intelligence among brands and agencies.
These appointments strengthen Guideline’s ability to meet evolving needs in media investment, planning, and intelligence through its market-leading platform, industry data, and AI-driven tools.
About Guideline
Guideline, a leading provider of advertising data and media plan management (MPM) technology, has become the world's most trusted authority on media investment and intelligence. The company was formed through the acquisitions of Standard Media Index, SQAD, and Lumina. With its market-leading media plan management platform, industry-best ad market data and unrivaled customer service, Guideline effectively meets the evolving needs of today's marketing, media and investment professionals.
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