12 years on both sides of the ad tech table
I've been where you are—running a business, trusting advisors, hoping the numbers are right. Now I help publishers see what their partners won't show them.
Vilnius, Lithuania
The Short Version
I'm an independent programmatic advertising consultant with over 12 years of experience in digital media and ad tech. I've been a CEO, a Media Director, an ad ops specialist, and an IAB board member. I've worked with publishers, agencies, and advertisers—on both the sell-side and buy-side.
Today, I help publishers understand what's really happening with their ad stack. No revenue shares. No hidden agendas. Just honest analysis and actionable recommendations.
The Full Story
From Ad Ops to CEO
I started in 2013 as an Ad Operations Specialist at Digital Matter, a regional ad tech company connecting publishers with media agencies and advertisers. Over the next 11 years, I worked my way up through Media Project Manager, Media Director, and finally CEO.
As Media Director, I led monetization strategy for our entire publisher portfolio. I designed and implemented header bidding architecture, introduced our first supply path optimization (SPO) framework, and managed pricing and packaging for premium display and video inventory. This is where I learned how the money actually flows—and where it gets lost.
Scaling as CEO
In 2018, I became CEO. Over the next six years, I led a full-scale transformation:
- Scaled revenue from €3.9M to €8.1M
- Grew EBITDA from €247K to €559K
- Managed a 30+ person team across ad ops, tech, sales, and analytics
- Oversaw 200+ publisher relationships and major agency partnerships
- Developed a proprietary bid analytics platform processing billions of data points
- Full P&L responsibility for the main company plus two subsidiaries
I navigated GDPR, COVID, and cookie deprecation while maintaining revenue growth. I introduced OKRs, restructured teams, led a company rebrand, and deployed a €220K data management platform across four companies with 600+ employees.
Shaping the Industry
In 2022, I co-founded IAB Baltics—the regional branch of the global IAB network representing publishers, agencies, and ad tech players across Lithuania, Latvia, and Estonia. As a founding board member, I:
- Helped define the association's structure, mission, and stakeholder outreach
- Initiated adoption of best practices from leading IAB organizations (e.g., IAB UK's Gold Standard)
- Contributed thought leadership through articles, public panels, and conference lectures
Why I Consult
After 11 years on the inside, I know how ad networks structure their margins. I know what agencies don't tell their clients. I know where the money leaks and why nobody mentions it.
Now I work independently—without revenue shares, without partnerships to protect, without any reason to tell you anything except the truth. When I audit your setup, the only person I'm working for is you.
How I Work
Data Over Opinions
Every recommendation is backed by numbers. If I can't prove it, I won't say it.
Direct Communication
No jargon for jargon's sake. I explain things clearly, even when the news is bad.
No Conflicts
I don't take referral fees. I don't have "preferred partners." My only incentive is your success.
Actionable Output
You'll get specific recommendations you can implement immediately—not vague suggestions.
Background
Strategy & programmatic consulting for publishers and agencies
Co-founded regional IAB chapter for the Baltic states
Scaled revenue 2x, led 30+ person team, full P&L responsibility
Led monetization strategy, implemented header bidding, introduced SPO
Started in ad operations, learned the technical foundations