Former VIOOH CMO Helen Miall Moves to LiveRamp to Lead Global Marketing

Who is Helen Miall?

Helen Miall has built a reputation as one of the most recognizable marketing leaders in the digital out-of-home sector. Before her latest appointment, she served as Chief Marketing Officer at VIOOH, the global programmatic DOOH marketplace established by JCDecaux. During her tenure, Miall helped position VIOOH as a central conduit between outdoor media owners and data-driven buyers, championing the idea that billboards and transit screens deserve the same measurement rigor as online channels. Her career spans brand building, demand generation, and the kind of cross-market storytelling required to sell a still-maturing format to skeptical advertisers. The news of her departure was confirmed by Adrian J Cotterill, Editor-in-Chief of DailyDOOH, in a post dated Friday, August 21, 2026. For an industry that trades on relationships and reputation, the loss of a high-profile CMO from the VIOOH ranks is notable, even as it signals healthy executive mobility between the platforms reshaping outdoor advertising.

What is LiveRamp and what role will she take?

LiveRamp operates one of the advertising industry's foundational identity and data-connectivity platforms, enabling brands and publishers to link fragmented audience signals across channels without relying on third-party cookies. The company, built on Acxiom heritage, powers the behind-the-scenes identity graphs that let marketers recognize a customer from a mobile device to a connected TV to an in-store display. In her new position, Miall will head up International Marketing, a mandate that places her at the center of the firm's efforts to grow adoption outside its North American stronghold. The appointment suggests LiveRamp intends to sharpen how it speaks to international markets where privacy regulation and media habits differ sharply from the United States. By bringing in a marketer steeped in out-of-home, the firm gains a leader who already understands how physical-world impressions are increasingly bought and measured through digital, data-led plumbing.

Why does this move matter for digital out-of-home?

The migration of a senior VIOOH marketer into a data-connectivity giant underscores a structural shift in how the out-of-home industry views itself. For decades, DOOH was sold largely on geography and eyeballs; today it is increasingly purchased programmatically, with audiences defined by behavior and reachable across screens. LiveRamp's technology lets advertisers extend a single identity framework into the physical world, so a campaign conceived for social media can follow a consumer to a train-station screen. Miall's move therefore bridges two previously separate conversations: the outdoor sector's push for accountability and the ad-tech world's quest for durable, privacy-safe identity. For DOOH media owners and buyers, her appointment is a quiet signal that the walls between channels are eroding, and that the people who can narrate that convergence — fluent in both outdoor and data — are now the most valuable hires in the market.

How does this reflect broader industry trends?

Executive movement of this kind reflects a maturing ecosystem where talent flows toward the connective tissue of advertising rather than any single channel. As cookies decline and regulators tighten rules in markets such as the European Union, companies like LiveRamp become indispensable infrastructure, and they need communicators who can explain complex identity solutions to skeptical regional buyers. Miall's background at VIOOH gives her firsthand experience with programmatic marketplaces and the global media owners who supply inventory, precisely the audience LiveRamp must court. The appointment, logged among DailyDOOH's personnel notes, may look minor on its own, yet it fits a pattern: the most sought-after leaders are those who can translate between the physical billboard and the digital graph. Her international remit positions LiveRamp to tell that story consistently across continents at a pivotal moment for addressable outdoor media.