Mark Grether

Mark Grether is one of the most influential figures in digital video and streaming advertising, serving as Senior Vice President of Global Advertising Sales at YouTube, where he oversees the platform's worldwide revenue-generating advertising organization. Known for his ability to bridge the worlds of traditional television and digital advertising, Grether has been a central architect of YouTube's strategy to capture linear TV budgets and establish the platform as a premium video destination for brand advertisers. His leadership has been particularly consequential as YouTube has grown into one of the largest CTV platforms in the United States, with the living room screen becoming a primary battleground for advertiser dollars. Before joining YouTube, Grether held senior leadership roles at Uber Advertising, where he served as General Manager and helped build Uber's nascent advertising business into a scaled, data-rich platform leveraging the company's first-party mobility and commerce data. Prior to Uber, he spent a significant tenure at Xandr (formerly AppNexus and AT&T's advertising division), where he was deeply involved in programmatic advertising infrastructure and advanced TV advertising solutions. His career reflects a consistent focus on building and scaling advertising businesses at the intersection of data, technology, and premium content. Grether is widely regarded in the industry as a dealmaker and operator who excels at managing complex, high-value relationships with global brands, holding companies, and independent agencies. At YouTube, he has championed the platform's measurement and attribution capabilities, helping advertisers navigate the shift away from traditional GRP-based metrics toward digital-first measurement frameworks. His work on YouTube's upfront and NewFronts strategy has been instrumental in repositioning the platform as a must-buy for brand advertisers seeking reach among cord-cutting audiences.

• Led YouTube's global advertising sales organization as it surpassed $30 billion in annual ad revenue
• Built Uber Advertising from an early-stage internal initiative into a scaled advertising platform
• Played a key role in Xandr's advanced TV and programmatic advertising strategy under AT&T
• Instrumental in repositioning YouTube as a leading CTV platform competing directly with linear television for upfront ad budgets