Joe Marchese, an executive experienced in many of the new forms of advertising developing around TV programs, is getting a wider role at Fox Networks Group, which acquired Marchese’s company, true[x], in December.

Marchese was named president of advanced advertising products at Fox Networks Group, placed in charge of so-called nonlinear advertising across the 21st Century Fox unit’s portfolio. He will report to Randy Freer, president and chief operating officer of Fox Networks Group.

“Joe’s deep expertise in digital advertising will serve as a real catalyst for FNG as we transform how we connect brands with consumers in today’s digital marketplace,” said Freer, in a prepared statement. “We are fortunate to have Joe on board and look forward to benefiting from his leadership as we drive greater monetization throughout our nonlinear products and services.”

Marchese’s true[x] is the creator of a digital ad format that allows viewers of on-demand content to interact briefly with a full-screen ad. Many pieces of streaming video are interrupted with ads that have been repurposed from television.

Marchese founded true[x] in 2007, and Fox Networks Group acquired it late last year for a price said to be around $200 million.