PebblePost appoints Adam Soroca as Chief Executive Officer to lead its next phase of growth

PebblePost has appointed Adam Soroca as Chief Executive Officer, bringing an experienced ad tech executive into the top leadership role as the company expands beyond its Programmatic Direct Mail roots.

Adam brings more than 25 years of experience across mobile, programmatic, CTV and omnichannel advertising. Most recently, he served as Chief Product Officer at Magnite, where he led global product strategy and helped advance the company's CTV and omnichannel capabilities.

His appointment comes as PebblePost broadens its offering across Performance CTV and commerce-driven marketing, using purchase behaviour and transaction data to connect advertising activity with measurable business outcomes.

Leading PebblePost's Next Chapter

As CEO, Adam will lead PebblePost as the company expands its position as a performance marketing platform.

The company's current offering spans Performance CTV and Programmatic Direct Mail, supported by its Commerce Graph, which uses transaction data to help brands identify and reach consumers based on real purchase behaviour.

For Adam, the opportunity comes at the intersection of data, media and measurable marketing outcomes, areas that have been central to his career in ad tech.

Bringing Deep Ad Tech Experience

Adam joins PebblePost following an extended career building and scaling businesses across the advertising technology ecosystem.

At Magnite, he served as Chief Product Officer and was closely involved in the company's product strategy across programmatic advertising, CTV and omnichannel capabilities.

Before Magnite, Adam founded nToggle, a traffic-shaping technology company that was acquired by Rubicon Project in 2017. His tenure following the acquisition became part of the broader transformation that ultimately led to Magnite's development as a scaled independent ad tech platform.

That combination of entrepreneurial experience, product leadership and platform-scale execution gives Adam a broad perspective as he takes on the CEO role at PebblePost.

Expanding Beyond Programmatic Direct Mail

PebblePost was built around Programmatic Direct Mail, but the company is now expanding its proposition across additional channels.

Its current platform combines Performance CTV and Programmatic Direct Mail with a Commerce Graph designed to connect marketing activity with transaction data and incremental revenue.

The expansion reflects a broader shift in advertising toward measurable outcomes, where marketers increasingly want to understand not only who was reached but whether marketing investment contributed to incremental business results.

Adam's experience across multiple generations of ad tech gives him a relevant background for leading that transition.

Connecting Purchase Data With Marketing

A central part of PebblePost's proposition is its focus on purchase behaviour as a signal for marketing.

The company says its Commerce Graph uses first-party transaction data from hundreds of brands to support identity resolution, targeting and closed-loop measurement.

Under Adam's leadership, this data foundation will sit alongside the company's expansion into Performance CTV and other channels, creating an opportunity to build a broader performance marketing proposition around actual consumer behaviour.

Building a Performance Marketing Platform

PebblePost currently describes itself as a performance marketing company focused on delivering measurable, incremental outcomes at scale. Its platform is designed to help brands reach consumers through CTV and Programmatic Direct Mail while connecting campaigns to revenue and conversion outcomes.

Adam's appointment comes as the company seeks to build on that foundation and reach more brands with a proposition centred on real-world purchase data.

His mandate will involve scaling the business while maintaining the connection between data, media execution and measurable commercial outcomes.

A New Chapter for PebblePost

For Adam, the appointment marks the beginning of a new chapter after his time at Magnite and more than two decades across the ad tech industry.

His move to PebblePost brings together experience in product strategy, programmatic advertising, CTV and company building with a business focused on connecting marketing investment to purchase behaviour.

As PebblePost continues expanding its platform and channel mix, Adam will lead the company through its next stage of growth and help shape how it turns transaction data into performance marketing opportunities.

About PebblePost

PebblePost is a performance marketing company specialising in Performance CTV and Programmatic Direct Mail. Its proprietary technology uses online and offline data to help brands drive measurable and incremental marketing outcomes. The company's Commerce Graph is built around transaction data, identity resolution, targeting and closed-loop measurement, with the platform designed to connect marketing activity with purchase behaviour and revenue outcomes.