“MSI’s role of bringing together the leaders in the business and academic communities is increasingly critical as the pace of technology drives dynamic change in the marketing sector,” noted Poltrack. “MSI allows us to look beyond our narrow business perspectives to better understand the context in which we operate. I am honored to be given the opportunity to help lead MSI in its efforts to address our collective goals.”
Poltrack oversees all research operations at CBS including audience measurement, market research, program testing, advertising research, and monitoring of the national and international video marketplace. He is President of CBS Vision, a research unit launched in 2006 to explore and offer insight on emerging technologies, media consumption patterns, and advertising value in the media marketplace. He also designed and oversees the CBS Television City Research Center in Las Vegas
He is past chairman of the Media Rating Council, past president of the Market Research Council, vice president of the Advertising Research Council, member of the National Association of Television Arts and Sciences, and past chairman of the Advertising Research Foundation. He is winner of the Hugh Malcolm Beville, Jr. Award presented by the National Association of Broadcasters and the Broadcast Education. He authored Television Marketing: Network, Local, and Cable (McGraw-Hill), as well as many articles published in professional journals.
Poltrack is Adjunct Professor at New York University, teaches at the Columbia University Graduate School of Business, and has been a visiting professor at Cheung Dong Graduate School of Business, Beijing, China.