Adelaide Appoints Industry Veteran & Streaming Pioneer Peter Naylor to its Board of Advisors
by on 21st Oct 2025 in News
Adelaide, the leader in attention-based media quality measurement, proudly announces that Peter Naylor has joined its board of advisors. A highly respected media executive, Naylor brings more than two decades of experience building and scaling advertising businesses across the most influential streaming and digital media platforms.
Naylor most recently served as VP of global advertising sales at Netflix, where he built the company’s ad-supported business from the ground up, leading a 400-person global sales organisation and driving hundreds of millions in revenue across 12 countries. During his tenure, he launched new ad formats, oversaw Netflix’s Upfronts, assembled the company’s first client council to inform go-to-market strategy, and established partnerships with key measurement firms, including Nielsen and DoubleVerify.
Naylor’s appointment comes as Adelaide deepens its work with streaming platforms and measurement partners—most recently through an integration with Nielsen that unifies reach and attention measurement within Nielsen ONE’s Outcomes Marketplace.
“Peter has a remarkable track record of building advertising businesses that transform how media is valued and measured,” said Marc Guldimann, CEO of Adelaide. “He’s led some of the most influential platforms through major shifts in how the industry reaches and understands audiences, turning innovation into commercial value. His perspective will be invaluable as we continue to expand the reach and impact of attention measurement and activation.”
"Adelaide is tackling one of the most important challenges in advertising: helping the industry understand not just how much media is delivered but the quality of that exposure," said Peter Naylor. "That clarity is exactly what publishers and marketers need in a fragmented environment. I’m excited to support Adelaide’s mission to make outcome-driven media quality measurement accessible across the ecosystem."
Before Netflix, Naylor served as VP of sales, Americas at Snap Inc., where he expanded the company’s relationships with major brands and grew revenue by 50% year over year across all major verticals. He previously spent six years as SVP of advertising sales at Hulu, where he tripled ad revenue to USD$1.5bn (£1.1bn) and introduced pioneering ad models such as the pause and binge ads. Earlier in his career, Naylor held leadership roles including EVP of digital advertising sales at NBCUniversal and SVP of digital media sales at iVillage, where he helped shape early digital advertising models that redefined how audiences engage with content online.
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