Comcast Advertising named TrueX President Pooja Midha as its first chief growth officer.

In the new role, Midha is charged with overseeing global marketing, sales development and lead marketing strategy of the organization, which include FreeWheel and Effectv, Comcast’s ad sales organization.

This comes as the industry shifts to audience-based advertising, navigates growth in streaming consumption and emphasized data and campaign effectiveness.

Midha joins the company from ad tech firm TrueX, which Walt Disney sold to Gimbal, a mobile and location data-powered advertising firm, in September. At TrueX she worked closely with many players in the ad industry to help clean up commercial clutter and tap into viewer engagement as a currency.

“Comcast recognizes that collaboration is the future. It is the only way to properly transform this industry, do it right and in a way that will meaningfully create marketplace solutions,” she says.

Prior to TrueX, Midha spent five years as senior VP of digital sales and operations at ABC and held various sales and marketing roles at media companies like Viacom and Dow Jones & Company.

Midha will report to Marcien Jenckes, president of Comcast Advertising.