Co-Founder and CEO at Kevel
Building Kevel as the leading API-first ad server infrastructure platform and being an early architect of the retail media technology stack, enabling brands to own and customize their ad serving without relying on Big Tech.
Last updated Mar 28, 2026 by AI Enrichment
Jared Siegal is best known as the founder and CEO of Kevel (formerly Adzerk), a company he built into one of the leading API-first ad serving infrastructure platforms in the industry. By offering modular, developer-friendly APIs rather than monolithic ad server software, Siegal helped define a new category of advertising technology that enables publishers, retailers, and brands to build fully customized ad servers without starting from scratch. His work has been particularly influential in the rise of retail media networks, providing the technical backbone for companies looking to monetize their owned digital properties with precision and control. Siegal founded Adzerk in 2010, growing it organically and bootstrapping the company for years before rebranding to Kevel in 2020 to better reflect its infrastructure-first positioning. Under his leadership, Kevel has served notable clients across e-commerce, media, and technology sectors, positioning itself as a credible alternative to Big Tech ad stacks. His emphasis on privacy-by-design and server-side ad serving has resonated strongly as the industry grapples with the deprecation of third-party cookies and increasing scrutiny of data practices. A vocal advocate for an open and independent internet, Siegal has written and spoken extensively about the dangers of ad tech consolidation, the promise of retail media, and the importance of giving companies ownership over their advertising infrastructure. He is regarded as a thoughtful operator-entrepreneur who combines technical depth with a clear strategic vision for where ad serving is headed.
Adzerk (now Kevel) (2010-2020)