“Tim has his finger on the pulse on evolving customer demand across all channels,” said CEO Jeff Green. “His ability to help customers map that demand to premium content makes him the perfect leader for this role.”

Sims’ C-suite debut coincided with the hiring of Michelle Hulst as evp of global data and strategy and promotion of Matt Goldberg as evp of global operations. Three other leadership promotions were also announced, totaling six in one day.

Despite Covid-19, The Trade Desk’s share price has been on a tear in recent months, up 59% year over year. The company’s market capitalization broke $20 billion in June and has hovered around that threshold since. Accordingly, as Luma Partners CEO Terence Kawaja noted on Twitter, the two biggest ad-tech outfits, Roku and The Trade Desk, are now worth more than the four largest ad agency holding companies.

Sims, who previously held director gigs at ad-tech firms Spot Runner and OpenX, will continue overseeing the inventory partnerships team as CRO. His expanded portfolio “signals our commitment to making sure our inventory screens work closely with our sales and business teams to provide clients with any screen they need,” according to the company.

“Our customers are applying data to their massive TV campaigns for the first time and building bridges between their traditional media investments and CTV,” said Sims in a statement. “This presents The Trade Desk with a significant opportunity to grow.”