Key Points
- Nielsen has appointed Peter Naylor as its first Chief Client Officer to strengthen partnerships across media and advertising.
- Naylor previously led ad sales at Netflix, Snap and Hulu, where he helped establish and build out their ad-supported businesses.
- Naylor will report to Nielsen CEO Karthik Rao and focus on advancing Nielsen’s Big Data + Panel and AI-driven measurement tools.
Nielsen has hired Peter Naylor to serve as its new Chief Client Officer, the company announced on Wednesday.
Naylor most recently served as the Global Vice President of Advertising Sales at Netflix, where he helped build out the streaming service’s ambitious advertising business. He also served in ad-focused roles at social media platform Snap and streaming service Hulu, establishing their ad-supported models.
In his newly created role, Naylor will serve as a primary liaison for Nielsen’s clients, working to ensure the measurement and analytics firm continues to meet the evolving needs of agencies, advertisers and publishers. He will collaborate with the company’s sales, product and research teams to help partners use Nielsen’s data and measurement tools to grow their businesses. Naylor will report directly to Nielsen Chief Executive Officer Karthik Rao.
“The key to Nielsen’s continued success is working closely with our clients to build the best marketing intelligence platform in the world,” Rao said in a statement on Wednesday. “Peter is the perfect person to help that mission, building on Nielsen’s momentum of Big Data + Panel measurement, live streaming innovation and our AI transformation.”
Naylor called the appointment “an exciting opportunity to support the best of advertising and media during a dynamic time in the industry.” He added that, as a Nielsen client for more than two decades, he plans to “help clients find even more success with Nielsen data” while communicating partner needs to improve the company’s suite of products.
Naylor has a long record of industry involvement, having served on the boards of the Interactive Advertising Bureau (including as Chairman in 2012), the International Radio and Television Society and the She Runs It Foundation.
Nielsen remains the dominant provider of audience measurement and marketing intelligence, powering data-driven decision-making across TV, streaming, radio, podcasting and advertising. Over the past few years, it has worked to incorporate more data from streaming platforms amid consumer shifts from traditional TV to connected TV services. Its Big Data + Panel methodology is now its official currency for TV ratings and is used across platforms for planning and measurement.
