Nielsen has hired a former Public Group director to serve in a newly-created role.

Akhil Parekh is joining the audience measurement company as its Chief Solutions Officer of Digital Product, a role that will involve building a bridge between traditional and digital media solutions for ad buyers and other clients.

The assignment comes at a time when marketers are increasingly moving their ad spending from traditional broadcast and cable channels toward connected TV platforms, as well as linear and on-demand streaming.

“As we continue to evolve with the industry and focus our efforts on streaming and our convergent TV strategy, we must continue to make strategic investments in innovation,” Nielsen CEO Karthik Rao said in a statement on Tuesday. “Akhil will play a critical role in helping develop the products and strategies our clients need to succeed in the advertising ecosystem. I’m so excited for our future and feel confident that the new additions to our team will help us achieve our vision.”

Parekh joins Nielsen from Publicis Groupe, where he oversaw the development and deployment of technical solutions for agency planners and buyers. Before that, he held roles at Mediaocean, 4C Insights, Rovi and Amp’d Mobile.

“Nielsen has persisted as the leader in the audience measurement in the advertising ecosystem, and it’s an honor to continue the innovation that will unlock future growth for the business in the digital space,” Parekh said on Tuesday.

Parekh will work closely with Deirdre Thomas, the Chief Product Officer for Audience Measurement at Nielsen.