Here’s a sign of the changing times in television as companies grapple with the transition to digital platforms: Fox Networks Group said today that it has given True[X] co-founder David Levy a new title as EVP Non-Linear Revenue.

He’ll report to fellow True[X] co-founder Joe Marchese, who’s FNG’s  President of Advanced Advertising Products.

“As marketers place more bets on non-linear viewing, David’s team will ensure that our ad products and sales organization are perfectly aligned, and that brands can optimize their investment across our portfolio,” FNG COO Randy Freer said.

The company recognized the need to develop digital ad opportunities in 2015, when it bought True[X]. Seeking to overcome consumer ad avoidance, the operation gives broadband viewers the opportunity to watch fewer ads if they actively engage with ones that they choose to watch.

True[X] is now “an industry standard not just at Fox but across the digital ecosystem,” Marchese said. “David’s operational expertise and core understanding of the non-linear television business will help Fox Advanced Advertising Products build momentum in delivering a television experience that is as beneficial to advertisers as it is enjoyable to viewers.”

Today’s announcement comes about two weeks after FNG Advertising Sales President Toby Byrne said he’s leaving after more than two decades with the company. FNG began search for a successor, with Freer overseeing ad revenue in the interim.