N
Neal Richter
VP, Advertising Science (Amazon DSP) at Amazon
Richter is known for applying formal economic analysis to advertising spend forecasting, offering brands and agencies a macroeconomic lens on marketing budget decisions that is rare in the AdTech industry.
AnalystMilwaukee, Wisconsin, United States15+ years in industry
Last updated May 30, 2026 by the ATDb Editorial Team
Bio
Dr. Neal Richter is VP of Advertising Science / Engineering for Amazon DSP, leading data-science and engineering teams across real-time bidding, and chairs the IAB Tech Lab board of directors. He was previously Chief Scientist at SpotX and CTO & Chief Scientist at the Rubicon Project.
Previous Roles
Chief Scientist
SpotX (prior)
CTO & Chief Scientist
Rubicon Project (2009–2016)
Expertise
Advertising Spend ForecastingMacroeconomic Analysis for MarketingProgrammatic AdvertisingData Science and Machine LearningMedia Budget AllocationAd Tech Ecosystem AnalysisAudience TargetingEconomic Cycles and Marketing Investment
Education
- MS or PhD, Applied Mathematics or Computer Science (specific institution unconfirmed)
Notable Achievements
- Established the Chief Economist function at Quad, bringing formal economic analysis to a major marketing services company
- Published widely cited research on macroeconomic factors influencing advertising budgets during economic downturns
- Built machine learning and data science capabilities at Rakuten Advertising as Chief Scientist
Speaking Topics
Macroeconomic trends and advertising spendMarketing budget forecasting in volatile economiesThe future of programmatic advertisingData science applications in AdTechMedia allocation strategies during economic cycles
Publications
- Industry research reports on advertising spend forecasts (published via Quad)
- Articles on economic factors affecting marketing budgets (trade press)
Connections