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Matt Prohaska

Dealmaker

Matt Prohaska is CEO and Principal at Prohaska Consulting, a firm he founded to guide AdTech vendors, publishers, and agency holding companies through the complexities of the programmatic ecosystem, with services spanning business development strategy, go-to-market planning, and M&A advisory. His career includes senior executive roles at Xaxis (WPP), The New York Times, and Operative, giving him a grounded perspective across both buy-side and sell-side dynamics.

Last updated Jun 6, 2026 by the ATDb Editorial Team · Connections updated Sep 28, 2026

Role
CEO and Principal
Company
Prohaska Consulting
Based
New York, New York, United States
Connections
1

AI-drafted from public sources9 sources cited

Years in industry
20 years

Bio

Matt Prohaska is CEO and Principal at Prohaska Consulting, a firm he founded to guide AdTech vendors, publishers, and agency holding companies through the complexities of the programmatic ecosystem, with services spanning business development strategy, go-to-market planning, and M&A advisory. His career includes senior executive roles at Xaxis (WPP), The New York Times, and Operative, giving him a grounded perspective across both buy-side and sell-side dynamics.

Career

Roles with a cited source. All linked roles are in the Roles tab.

Expertise & education

Expertise

Programmatic AdvertisingM&A AdvisoryHolding Company StrategyPublisher MonetizationData Management PlatformsAudience DevelopmentGo-to-Market StrategyAdTech Business Development

Speaking topics

AdTech industry consolidation and M&A trendsProgrammatic advertising strategyAgency holding company and vendor relationshipsPublisher monetization and audience developmentIdentity resolution and the cookieless futureGo-to-market strategy for AdTech companies

Recognition

Notable achievements

  • Founded Prohaska Consulting, which grew into one of the AdTech industry's most recognized independent strategic advisory firms
  • Advised dozens of AdTech vendors and publishers on holding company engagement strategies and M&A transactions
  • Established a reputation as a leading connector between emerging AdTech technologies and enterprise agency buyers
  • Regular keynote and panel speaker at top-tier industry conferences including Programmatic I/O and Advertising Week

Publications

  • Contributor and quoted expert in trade publications including AdExchanger, Digiday, and AdAge
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