Comcast Names Midha Effectv GM

Comcast Advertising has promoted Pooja Midha to executive vice president and general manager of Effectv, the advertising sales division of Comcast Cable.

Midha will report to James Rooke, who held the GM position prior to recently being promoted to president of Comcast Advertising.

Midha came to Comcast as its first chief growth officer, overseeing global marketing across Comcast Advertising, FreeWheel and Effectv, including the launch of Effectv’s sales development organization.

In her new role, she will oversee a national team spanning sales and sales development, operations, technology, product, data innovation and insights, and customer experience and "continue to foster the company’s efforts to bring more widespread use of data to TV strategies, including the focus on multi-screen, audience-based advertising, as well as driving the growth of addressable advertising and programmatic capabilities across the company," per the announcement. 

Prior to joining Comcast Advertising, Midha served as president of the advertising technology company true[X], and prior to that, as senior vice president, digital ad sales and operations for the ABC Television Network.

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