Onetag launches UK operations with senior hires to drive global expansion

Leading European SSP appoints Chief Revenue Officer, Global SVP of Demand, and Global Marketing Director


LONDON: 31 January 2023Onetag, the innovative programmatic technology company, today announces the appointment of Tom Jenen as Chief Revenue Officer, Niki Stoker as Global Senior Vice President of Demand, and Lina Adelt as Global Marketing Director. With a combined experience of 50+ years in the media industry, the appointments come as Onetag expands its presence in the UK following investment from Wise Equity in September 2022. 

As Onetag’s CRO, Tom will lead the global commercial growth, via new publisher supply, new demand strategies, and new technology partnerships. With 24 years in the industry, he previously held the role of Head of Marketplace Development at Google and Commercial Director at Admeld, where he launched the business in Europe ahead of its sale to Google in 2011. 

Niki Stoker will be launching the global demand side offering for Onetag, building out an international team in the UK, US, EU, and the rest of the world. Previously COO at personalisation digital audio specialists A Million Ads, Niki also co-founded digital marketing agency Rabbit and Hare in 2011 and has held senior leadership and/or board positions at companies such as Doubleclick, Flashtalking, Exponential, Scoota, and Mobsta. As the winner of AdWeek’s Future of Female award and a nominee for ExchangeWire’s Personality of the Year, Niki is an active member of the programmatic community. 

With over 10 years of experience in the media industry, Lina will be responsible for Onetag’s global marketing activity. She has held previous marketing roles at influencer marketing company, Influencer, dynamic audio specialists, A Million Ads, and advertising platform LoopMe. As a seasoned ad tech marketer, she has developed the reputation for leading businesses across the industry, gaining recognition in the FT1000 and Deloitte’s Fast 50 UK Tech companies.

Daniel Pirchio, Founder and CEO at Onetag commented: “Tom, Niki, and Lina join Onetag with a wealth of experience across digital advertising, and will be integral to cementing our presence in the UK and globally. 

”At Onetag, we’re dedicated to building a better programmatic ecosystem that actually benefits the industry. We don’t see ourselves as programmatic middlemen, or simply a pipe to deliver campaigns. Instead, our technologies are an intelligent resource delivering real value across the entire ecosystem by ensuring transparent partnerships across all stakeholders – all within cookieless, privacy-compliant environments.” 

Tom Jenen, Chief Revenue Officer at Onetag commented: “Through Onetag’s technologies, the buy side can enjoy better performance, and the sell side can enjoy better revenue. On top of this, the system is integrated with highly sophisticated reporting capabilities and an accessible user experience – it’s a win-win for all.

“It’s an exciting time for the programmatic world. Changing regulatory parameters has inspired a lot of innovation in the industry, and I’m excited to be a key part of this new phase of the open web.”

About Onetag

Onetag is a global, non-traditional SSP that provides incremental revenue for publishers and better campaign performance for advertisers.

Unlike most SSPs, Onetag offers a streamlined platform that more efficiently matches buyers and sellers across all performance campaigns. With the simplest integration, our high-performing algorithms automatically curate packages of premium publisher inventory for brands and agencies.