Natividad (pictured) will be tasked with boosting the firm’s relationship with marketers worldwide in his new role, which is an executive-level leadership position.

Before joining Samba TV, Natividad was head of performance advertising at Roku, and was also previously head of global search and performance advertising sales for Amazon. Natividad also worked for Google earlier in his career.

Ashwin Navin, co-founder and chief executive of Samba TV, said: “We admire Tim’s track record of scaling global technology platforms with win-win relationships that benefit marketers, the platform, and consumers.

“We look forward to bringing his seasoned leadership and counsel to our agency and brand clients as they navigate the transition from traditional to connected television, with a more scientific approach to advertising.”