Netflix Ad Sales Leader Joins Board of Adelaide

Attention measurement specialist Adelaide has appointed former Netflix Ad Sales chief and former IAB Chairman Peter Naylor, to its Board of Advisors.

Adelaide, which is headquartered in New York City but says it is 'named after the global epicenter of evidence-based marketing in southern Australia', has developed a proprietary omnichannel metric called AU, which evaluates thousands of signals to predict attention, and help advertisers understand media quality across their spend. Two weeks ago the firm announced a collaboration withNielsen, making AU available through the latter's recently launched Outcomes Marketplace, within its Nielsen ONE offering.

At Netflix, Naylor (pictured) was VP of Global Advertising Sales, building the company's ad-supported business from the ground up, leading a 400-person global sales organization and driving hundreds of millions in revenue across twelve countries. While in the role he was responsible for the above Nielsen partnership as well as one with cross-media measurement company DoubleVerify. Earlier, Naylor served as VP of Sales, Americas at Snap Inc.; spent six years as SVP of Advertising Sales at Hulu, and served as EVP of Digital Advertising Sales at NBCUniversal and SVP of Digital Media Sales at iVillage. A former Chairman of The Interactive Advertising Bureau (IAB), he joined the board of another data firm, real-time attribution and measurement specialist Kochava, in May this year.

Marc Guldimann, CEO of Adelaide comments: 'Peter has a remarkable track record of building advertising businesses that transform how media is valued and measured. He's led some of the most influential platforms through major shifts in how the industry reaches and understands audiences, turning innovation into commercial value. His perspective will be invaluable as we continue to expand the reach and impact of attention measurement and activation.' Naylor says Adelaide is 'tackling one of the most important challenges in advertising: helping the industry understand not just how much media is delivered but the quality of that exposure.'

The firm is online at www.adelaidemetrics.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.