Lina Jurgelionyte
Lina Jurgelionyte is recognized in the European AdTech ecosystem for her work at Equativ — the SSP and ad server formerly known as Smart AdServer — where she leads product strategy around identity and data, with a particular focus on cookieless solutions and first-party data activation for publishers operating under GDPR. Her role sits at the intersection of technical product development and regulatory compliance, making her a notable figure as the industry navigates the deprecation of third-party cookies and the rise of privacy-preserving advertising architectures. Her career has been centered on the supply side of programmatic advertising, with deep expertise in how publishers can maintain addressability and monetization in a consent-driven, cookieless environment. At Equativ, she has been instrumental in shaping identity product offerings that align with European privacy law, working closely with publisher clients to implement first-party data strategies and interoperable identity frameworks. Her active participation in IAB Tech Lab working groups reflects her role not just as a product builder but as a contributor to industry standards. Jurgelionyte represents a generation of AdTech operators who have had to rebuild audience targeting infrastructure from the ground up in response to regulatory and platform-level changes. Her focus on GDPR-compliant architectures and her engagement with standards bodies position her as both a practitioner and a standards-setter in the European identity space.
Last updated Jul 10, 2026 by ATDb automated enrichment · Connections updated Jul 13, 2026
- Years in industry
- 10 years
Bio
Lina Jurgelionyte is recognized in the European AdTech ecosystem for her work at Equativ — the SSP and ad server formerly known as Smart AdServer — where she leads product strategy around identity and data, with a particular focus on cookieless solutions and first-party data activation for publishers operating under GDPR. Her role sits at the intersection of technical product development and regulatory compliance, making her a notable figure as the industry navigates the deprecation of third-party cookies and the rise of privacy-preserving advertising architectures. Her career has been centered on the supply side of programmatic advertising, with deep expertise in how publishers can maintain addressability and monetization in a consent-driven, cookieless environment. At Equativ, she has been instrumental in shaping identity product offerings that align with European privacy law, working closely with publisher clients to implement first-party data strategies and interoperable identity frameworks. Her active participation in IAB Tech Lab working groups reflects her role not just as a product builder but as a contributor to industry standards. Jurgelionyte represents a generation of AdTech operators who have had to rebuild audience targeting infrastructure from the ground up in response to regulatory and platform-level changes. Her focus on GDPR-compliant architectures and her engagement with standards bodies position her as both a practitioner and a standards-setter in the European identity space.
Career
Product Manager / Senior Product Manager
Smart AdServer (now Equativ) · prior to VP role
Advisory roles
Expertise & education
Expertise
Speaking topics
Recognition
Notable achievements
- Led identity and data product strategy at Equativ through the industry's transition away from third-party cookies, developing GDPR-compliant alternatives for European publishers
- Active contributor to IAB Tech Lab working groups focused on identity and privacy-preserving advertising standards