Comcast Advertising has tapped Pooja Midha as executive vice president and general manager for Effectv, Comcast Cable’s ad sales unit.
Midha, who currently serves as Comcast Advertising’s chief growth officer, will be based in New York and report to Comcast Advertising President James Rooke.
In her new role, Midha will spearhead Effectv’s efforts to drive more data usage in TV advertising, such as multi-screen, audience-based advertising as well as addressable and programmatic advertising. She will also be responsible for a team spanning sales, operations, data innovation and insights, product and more.
Rooke, who was previously GM at Effectv, said in a statement, “Pooja is the right leader for Effectv at this time, especially as the company continues its transformation within the rapidly changing television landscape.”
“Through her recent work at Comcast Advertising, as well as her work within the industry as a catalyst in driving innovation across both sales and software for premium video advertising, I am confident that she will lead the Effectv team to the next level of success,” he added.
Midha has served as Comcast Advertising’s chief growth officer since March 2021, overseeing global marketing across the Comcast Advertising, FreeWheel and Effectv divisions. She also helped launch Effectv’s sales development organization.
And speaking of FreeWheel, the advanced advertising unit just hired Soo Jin Oh for the newly created role of chief strategy officer.
Prior to working at Comcast, Midha was president at ad tech company true[X]. Additionally, she spent nearly six years at ABC Television Group as SVP of digital ad sales and operations, and over six years holding various sales and marketing roles at Viacom (now Paramount Global).
“In the last two years, Effectv has made significant progress in its mission to become the world’s smartest audience delivery company,” Midha stated.
“I can’t wait to start working with the leadership team and network of talented employees to accelerate industry innovation and drive business results for our clients by combining the power of TV with the best of digital to connect their brands with multi-screen audiences,” she went on to say.
Effectv in April expanded its relationship with Comscore, using the company’s impressions-based measurement product to enhance Effectv’s local advertising capabilities.