Huang will be tasked to strengthen the position of the company in China, Hong Kong and Taiwan to "bring it to the next level rather than let it organically grow like in the past years", he told Campaign Asia-Pacific.
Previously, ComScore placed reliance for Greater China on other senior executives like Joe Nguyen (senior vice president for Asia Pacific), Victor Cheng, (vice president for North Asia) and Cai Fang (vice president of sales for China).
"We need to go beyond sales and broaden our scope now," Huang added. "Mobile is the number one priority in China, and is quite different from the US in terms of type of service provided and content published. From the data perspective, the opportunity is there to be as dominant as we are in the US and Europe."
Huang was part of the ComScore team for more than 12 years, starting in 2000. From 2010 to April 2012, he was in a similar position as senior vice president overseeing Greater China.
Most recently, he served as chief technology officer at Resonate in the US, where he was responsible for building its analytics platform and engineering teams. Prior to that, he was vice president of data engineering at Millennial Media.
“Xinyu will play a key role in uncovering new opportunities on behalf of ComScore in Greater China, stated Serge Matta, the company's CEO.
The challenge now is for Huang to work closely with local sales, service and research teams of publishers and advertisers in the mainland who have already established legacy relationships with other media measurement and analytics companies like Nielsen, AdMaster, Miaozhen and iResearch.
However, other competitiors are concentrating their efforts on one aspect of measurement, be it campaign measurement or audience measurement, Huang pointed out. "We're pretty confident of our intention and plan to cover everything from end to end."