Doherty (pictured), NCS’s chief operating office, takes on the newly created role, in addition to his current responsibilities.

Doherty will focus on innovation along with overseeing product strategy, data management, technical infrastructure, operations as well as research and development. He continues to report to Linda Dupree, CEO of NCS.

Dupree said: "Jeff will now accelerate our initiatives to ensure we are operating at the speed of business today, aligning our industry-leading expertise with a continually growing world-class collection of data and allowing the NCS teams to deliver deeper, more impactful insights for all of the markets we serve."

Doherty added: "Today, we have so much more at our disposal to drive greater value for CPG advertisers. Machine learning, for example, not only drives faster insights for advertisers but is also constantly improving itself – getting smarter over time. My new focus on emerging technologies will support NCS’s mission of effective advertising across all media."