InMarket is making a clear statement about where it believes the advertising industry is headed—and how it plans to compete there. The real-time marketing and measurement company has appointed Natalie Bastian as Chief Marketing Officer, tasking her with sharpening InMarket’s market position as advertisers push harder for measurable outcomes over traditional reach-based metrics.

The hire comes at a pivotal moment for InMarket, which has been doubling down on AI-powered measurement, real-world outcomes, and full-funnel attribution. With brands under increasing pressure to justify every dollar of media spend, InMarket is betting that strong product innovation must be matched with equally strong storytelling, market education, and go-to-market execution.

Bastian will lead InMarket’s global marketing organization, overseeing public relations, product marketing, brand, content, events, creative, and inside sales—effectively owning how the company shows up across the broader marketing, commerce, and data ecosystem.

A Strategic Hire for an Outcomes-Driven Market

InMarket has long positioned itself around real-world measurement—connecting digital media exposure to physical-world outcomes such as store visits, conversions, and incremental lift. That value proposition is gaining urgency as marketers grapple with signal loss, fragmented identity, and rising scrutiny from finance teams.

CEO Todd Morris framed Bastian’s appointment as a growth accelerator rather than a brand refresh.

“Natalie brings a proven track record of driving business growth at scale that will build on our double-digit growth trajectory and our recognition as one of the fastest-growing technology companies in North America,” Morris said. “As InMarket continues its mission to help move advertising from impressions to outcomes, Natalie’s leadership will drive the expansion of our market presence and strengthen the value we deliver to our clients.”

The emphasis on outcomes is deliberate. As cookies fade and probabilistic attribution becomes less reliable, platforms that can tie media exposure to verifiable business results are moving from “nice to have” to essential.

Why Natalie Bastian—and Why Now

Bastian’s background reads like a roadmap through modern ad-supported media and platform growth.

Most recently, she served as Global CMO at Teads, where she played a central role during the company’s nearly $1 billion acquisition by Outbrain. During that transition, she helped reposition Teads from a premium video player into a global omnichannel platform, aligning brand, product narrative, and sales enablement under a single strategy.

Before Teads, Bastian was SVP, Head of Marketing at Tubi, where she helped scale the free streaming service during a period of rapid growth that culminated in its acquisition by FOX. There, she focused on integrated marketing and sales strategies that expanded brand awareness while unlocking new revenue streams—experience that translates directly to InMarket’s enterprise ambitions.

Her earlier roles at Roku, DISH Media, and A&E Networks further anchor her expertise at the intersection of media, advertising, and data—an increasingly crowded and competitive space.

For InMarket, that mix matters. The company isn’t just selling technology; it’s selling a new way of thinking about media performance.

From Product Innovation to Market Education

In the past year, InMarket has rolled out a series of major product updates aimed squarely at enterprise advertisers:

• Predictive Moments, designed to identify high-intent consumer behavior in real time

• Unified Measurement, bringing together media exposure and real-world outcomes

• Lift Conversion Index for CPG, focused on incremental impact in retail and commerce

These launches signal a broader strategy: positioning InMarket as a platform that doesn’t just report what happened, but helps advertisers predict, optimize, and prove impact across the funnel.

Bastian’s role will be to translate that technical sophistication into clear, compelling narratives that resonate with CMOs, performance marketers, and analytics leaders alike.

That includes evolving InMarket’s go-to-market strategy, sharpening its brand voice, and increasing visibility with brands, agencies, and ecosystem partners who are reevaluating their measurement stacks.

Marketing Leadership as a Growth Lever

Unlike many CMO appointments that focus narrowly on demand generation, InMarket’s description of the role underscores its strategic weight.

Bastian will be responsible for:

• Refining InMarket’s brand and product narrative

• Driving go-to-market and growth strategies

• Elevating InMarket’s relevance across marketing, commerce, and data ecosystems

• Aligning marketing more tightly with sales and enterprise value creation

That scope reflects a broader trend in adtech and martech: marketing leaders are increasingly expected to shape category definition, not just pipeline.

As the line between data platforms, measurement providers, and media execution continues to blur, companies that articulate a clear point of view tend to win mindshare—and budgets.

Industry Context: Measurement Is the Battleground

Bastian’s appointment comes as advertisers are reassessing long-held assumptions about measurement.

With privacy changes limiting deterministic attribution and walled gardens controlling their own metrics, marketers are searching for independent, outcome-based measurement frameworks that can withstand scrutiny.

InMarket’s approach—grounded in real-time location intelligence, AI-powered insights, and closed-loop measurement—positions it at the center of that shift. But standing out in a crowded field requires more than technical credibility; it requires trust, clarity, and consistency.

That’s where Bastian’s experience scaling brands through inflection points becomes particularly relevant.

Bastian’s Perspective on the Opportunity

For her part, Bastian sees InMarket as well-positioned to capitalize on a fundamental change in how advertisers evaluate performance.

“As marketers increasingly seek better ways to attribute media investment and understand its impact on their business, InMarket sits at the center of this inflection point—delivering forward-looking solutions that close the gap and prove real, meaningful outcomes,” she said. “I’m excited to step into this role and build on the momentum of the brand’s transformation.”

Her focus on meaningful outcomes speaks to a growing frustration among marketers with metrics that look impressive but fail to move the business forward.

Recognition and Industry Credibility

Bastian also brings significant industry credibility. She has been recognized as:

• Chief Marketer’s Top Woman in Marketing

• Winner of She Runs It’s Changing the Game Award

• Finalist for AWNY’s Future is Female

She currently serves on the board of IRTS, is an active member of She Runs It’s Executive Class, and has previously served on the board of the Ad Council.

That visibility matters in an industry where relationships, trust, and thought leadership influence buying decisions as much as feature sets.

What This Signals for InMarket’s Next Phase

InMarket’s leadership move suggests the company is entering a new phase—one focused on scale, category leadership, and long-term enterprise value.

With double-digit growth already in place and a steady drumbeat of product innovation, the next challenge is differentiation in a market crowded with measurement claims. By investing in senior marketing leadership now, InMarket is signaling that it intends to define the conversation around outcomes-based advertising, not just participate in it.

For advertisers navigating a complex, privacy-constrained ecosystem, that clarity could be decisive.

Bottom Line

Natalie Bastian’s appointment as CMO is more than a personnel update—it’s a strategic bet on where advertising is going next.

As marketers move away from impressions and toward provable outcomes, InMarket is aligning leadership, product, and positioning to meet that demand head-on. With Bastian at the helm of marketing, the company is sharpening its voice at a moment when the industry is listening more closely than ever.

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