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Matt Prohaska
CEO and Principal at Prohaska Consulting
Strategic advisory for companies navigating the programmatic advertising ecosystem
Last updated May 31, 2026 by the ATDb Editorial Team
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.
Previous Roles
Senior Vice President
Xaxis (WPP) (circa 2012-2013)
Senior Executive
The New York Times (prior to consulting)
Executive Role
Operative (prior to consulting)
Expertise
Programmatic AdvertisingM&A AdvisoryHolding Company StrategyPublisher MonetizationData Management PlatformsAudience DevelopmentGo-to-Market StrategyAdTech Business Development
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
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
Publications
- Contributor and quoted expert in trade publications including AdExchanger, Digiday, and AdAge
Advisory Roles
Various AdTech startups and media companies (specific names not publicly confirmed)
Connections