In the newly created role, Naylor will act as a key partner for clients, including advertisers and publishers across traditional and digital channels.

Based in New York, he will work with clients and Nielsen’s sales, product and research teams, and report to Karthik Rao, chief executive at the measurement business. 

Naylor joined Netflix in 2022 as vice-president of global advertising sales, with a remit to build the streaming company’s first ad sales organisation.

Prior to Netflix, Naylor held sales leadership roles at companies including Snap, Hulu and NBCUniversal. He left Netflix in 2024.

Naylor’s additional roles have included chairing the board of the IAB in 2012 and serving on the organisation’s executive committee for 12 years.

Rao said Naylor would build on  “Nielsen’s momentum of big data and panel measurement, live streaming innovation and AI transformation”, and added: “He has led teams across linear TV, streaming and social media. He knows what consumers and clients want – and need – as behaviours continue to evolve. We can’t wait to keep building with him and our partners.”

Naylor said: “As a Nielsen customer for over 20 years, I will tap into my experience to help clients find even more success with Nielsen data, while also sharing partners’ needs to develop even better world class products at Nielsen.”