12 years on every side of the ad tech table. Now I sit on yours.

I started in ad operations—setting up campaigns, troubleshooting delivery, learning how the plumbing of digital advertising actually works. From there I moved into monetization strategy, then led the full programmatic and direct sales operation as Media Director, and eventually became CEO of a monetization and ad tech company serving publishers across the Baltics. Today I work as an independent programmatic expert, helping publishers get more from their programmatic ads.

Over six years as CEO, I led the company's revenue growth from €3.9M to €8.1M, doubled EBITDA, and built a team of over 30 people across ad operations, analytics, sales, and engineering. I managed programmatic monetization for over 200 publishers—from small niche sites to national news portals generating billions of ad requests. I negotiated directly with supply-side platforms, configured ad exchange integrations, and optimized every layer of the programmatic ads stack. I had full P&L responsibility, oversaw two subsidiaries, and navigated the company through GDPR, COVID, and every industry shift in between. Across my career, I've generated €30M+ in programmatic advertising revenue for the publishers I've worked with.

I led the growth of a major national news publisher's programmatic revenue from roughly €1M to €2.3M over three years, and delivered 11–16% compound annual growth across three Baltic markets during a six-year partnership. Across the broader publisher network I managed, I led the strategy that achieved 33% compound annual programmatic revenue growth over five years. When yield optimization hit its limits, I didn't just adjust floor prices—I led the development of proprietary tools: a bid analytics platform processing billions of data points, a floor price automation system, and campaign placement tools that saved hundreds of hours of manual work every year.

When GDPR enforcement made consent management urgent and Google announced it would stop supporting non-compliant publishers, I led the education and implementation effort across the region. Roughly 100 publishers were converted to compliant CMP setups within weeks—I was spearheading this transition for the entire Baltic market.

I also helped build the industry itself. As a founding board member of IAB Baltics, I worked to bring regional ad tech standards in line with global benchmarks, including initiating the rollout of the IAB Gold Standard framework. I've spoken at Login and LiMA conferences, participated in the speaker panel at Baltic Brands Forum, and appeared as a guest on Žinių Radijas and LRT radio. I've given remote guest lectures at universities and published articles on adblock economics, programmatic advertising trends, and the effects of geopolitical events on digital advertising in Delfi, VZ, and other leading media outlets.

Our company held Google Certified Publishing Partner (GCPP) status—a designation Google reserves for companies meeting strict standards in publisher ad technology, monetization performance, and technical implementation. That partnership gave me deep, direct access to Google's ad stack at a level most consultants never see.

Over 700 publisher setups audited. 72% had at least one critical revenue leak that the publisher didn't know about—sometimes a misconfigured floor price, sometimes a demand partner quietly taking more than agreed, sometimes a technical issue silently bleeding impressions. The pattern is almost always the same: nobody was looking.

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Why independent

After more than a decade inside the ecosystem, I kept seeing the same pattern. Publishers rely on partners who also take a revenue share from them. Those partners have every reason to recommend their own products and very little reason to tell you what's actually wrong. The advice is free because you're paying for it in ways you can't see.

The average publisher I audit is losing €15,000–€50,000 annually in hidden inefficiencies—misconfigurations, suboptimal demand paths, undisclosed margins, and technical issues nobody is looking for. Not because they're doing anything wrong, but because the people responsible for finding these problems are the same people benefiting from them.

I went independent because I wanted to give publishers advice where the only incentive is getting it right. No revenue share, no demand-side partnerships, no hidden margins. I charge for my time and my expertise. That's it.

If you want someone who will tell you what your ad network won't—even when the answer is uncomfortable—that's what I do.

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Credentials