CEO and Principal at Prohaska Consulting
Prohaska is known for his unparalleled expertise in helping AdTech companies and publishers build strategic relationships with agency holding companies, and for his broad advisory work spanning programmatic strategy, M&A, and go-to-market execution.
Last updated Feb 27, 2026 by AI Enrichment
Matt Prohaska is one of the most recognized strategic advisors in the advertising technology industry, known for his ability to bridge the gap between AdTech vendors, publishers, and agency holding companies. As Founder and CEO of Prohaska Consulting, he has built a firm that serves as a trusted guide for companies navigating the increasingly complex programmatic ecosystem, offering services spanning business development strategy, M&A advisory, go-to-market planning, and holding company partnership development. His deep rolodex and nuanced understanding of both buy-side and sell-side dynamics make him a sought-after voice at the intersection of technology and media. Prior to founding Prohaska Consulting, Matt held senior executive roles at notable AdTech companies where he developed hands-on expertise in programmatic infrastructure, data management platforms, and audience monetization. These operator-level experiences inform his consulting practice and give him credibility that purely analytical advisors often lack. He has worked with a wide range of clients from early-stage AdTech startups to established media companies and global holding groups. Prohaska is a fixture on the conference circuit, regularly appearing at Advertising Week, ATS (Ad Tech Summit), Programmatic I/O, and similar industry gatherings where he speaks on topics including AdTech consolidation, the evolving agency-vendor relationship, identity resolution, and the future of programmatic. His firm has become particularly well known for its work advising companies on how to engage effectively with the major agency holding companies — a notoriously complex and relationship-driven process.
Xaxis (WPP) (circa 2012-2013)
The New York Times (prior to consulting)
Operative (prior to consulting)