PebblePost hires Magnite veteran Adam Soroca for CTV expansion

The appointment of Soroca signals a strategic move to bridge the gap between physical purchase data and digital video environments. By applying deterministic transaction signals to Performance CTV, PebblePost aims to solve the attribution challenges that often plague streaming ad spend. This shift reflects a broader industry trend where niche ad tech players are evolving into multichannel platforms to capture growing CTV budgets. The inclusion of leadership from Magnite and Omnicom suggests a focus on scaling identity resolution to compete with larger sell-side platforms. Watch for whether the company's reported 80% match rate holds steady as it scales its predictive audience models across more diverse retail and travel categories.

Adam Soroca arrives at PebblePost from Magnite, where he spent over a decade in senior revenue and partnership roles. Magnite has been aggressively expanding its CTV capabilities, and the company reported that CTV contributed over 50% of its total revenue in Q2 2025, underscoring the scale of the sell-side CTV market that Soroca is now leaving to join a smaller, data-driven challenger. PebblePost's pivot from programmatic direct mail to Performance CTV places it in direct competition with identity and measurement platforms that already serve CTV buyers, including Acxiom, which provides identity resolution infrastructure to multiple demand-side partners in the streaming ecosystem.

The CTV advertising market continues to attract significant investment and consolidation. Magnite completed its acquisition of SpringServe in early 2022 for $220 million, a move that gave it ad serving and campaign management capabilities purpose-built for streaming environments. More recently, the Interactive Advertising Bureau projected that CTV ad spend in the US would exceed $30 billion in 2025, driven by retail media networks and commerce-focused advertisers seeking measurable outcomes. PebblePost's emphasis on first-party transaction data and closed-loop attribution aligns with this demand, but the company must demonstrate that its deterministic matching approach can compete at scale against identity and measurement platforms like The Trade Desk's Unified ID 2.0 and LiveRamp's RampID.

On the measurement side, closed-loop attribution in CTV remains a contested space. Performance CTV campaigns with deterministic measurement delivered 2.3x higher return on ad spend than those relying on probabilistic models, reinforcing the commercial case for PebblePost's transaction-based approach. However, a 2025 study by the Video Advertising Bureau found that only 34% of CTV advertisers currently use deterministic identity for attribution, suggesting significant room for growth but also indicating that buyer adoption of closed-loop methods remains uneven. PebblePost's reported 80% match rate between transaction data and CTV audiences will need to hold as the company expands beyond its initial retail and travel verticals into broader commerce categories.