Karina Montoya

Karina Montoya is a senior leader in publisher monetization, serving as VP of Publisher Development at Raptive (formerly AdThrive), one of the largest ad management platforms dedicated to independent content creators. In this role, she oversees publisher relationships and spearheads strategic initiatives designed to maximize advertising revenue for creators operating outside the walled gardens of major media conglomerates. Her work sits at the intersection of programmatic advertising, publisher strategy, and the evolving creator economy. At Raptive, Montoya plays a pivotal role in helping independent publishers navigate a rapidly shifting digital advertising landscape marked by signal loss, cookie deprecation, and increasing competition for advertiser spend. She works across content verticals to develop monetization frameworks that balance revenue optimization with user experience — a critical tension for publishers reliant on audience trust and engagement. Her expertise in programmatic strategy positions her as a key voice in advocating for the interests of independent publishers. Montoya represents a growing cohort of AdTech operators focused on leveling the playing field for independent media in an era of consolidation. By building and scaling publisher development programs at Raptive, she contributes to an ecosystem where creators can sustain viable businesses through advertising without depending solely on platform-driven distribution or revenue sharing models.

• Serving as VP of Publisher Development at Raptive, one of the largest independent publisher ad management networks in the United States
• Driving strategic publisher growth initiatives at a platform that manages advertising for thousands of independent content creators