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Matt Prohaska

Dealmaker

Matt Prohaska is CEO and Principal at Prohaska Consulting, a firm he founded to guide AdTech vendors, publishers, and agency holding companies through the complexities of the programmatic ecosystem, with services spanning business development strategy, go-to-market planning, and M&A advisory. His career includes senior executive roles at Xaxis (WPP), The New York Times, and Operative, giving him a grounded perspective across both buy-side and sell-side dynamics.

Last updated Jun 6, 2026 by the ATDb Editorial Team

Role
CEO and Principal
Company
Prohaska Consulting
Based
New York, New York, United States
Years in industry
20 years

Bio

Matt Prohaska is CEO and Principal at Prohaska Consulting, a firm he founded to guide AdTech vendors, publishers, and agency holding companies through the complexities of the programmatic ecosystem, with services spanning business development strategy, go-to-market planning, and M&A advisory. His career includes senior executive roles at Xaxis (WPP), The New York Times, and Operative, giving him a grounded perspective across both buy-side and sell-side dynamics.

Career

  • Senior Vice President

    Xaxis (WPP) · circa 2012-2013

  • Senior Executive

    The New York Times · prior to consulting

  • Executive Role

    Operative · prior to consulting

Advisory roles

Various AdTech startups and media companies (specific names not publicly confirmed)

Expertise & education

Expertise

Programmatic AdvertisingM&A AdvisoryHolding Company StrategyPublisher MonetizationData Management PlatformsAudience DevelopmentGo-to-Market StrategyAdTech Business Development

Speaking topics

AdTech industry consolidation and M&A trendsProgrammatic advertising strategyAgency holding company and vendor relationshipsPublisher monetization and audience developmentIdentity resolution and the cookieless futureGo-to-market strategy for AdTech companies

Recognition

Notable achievements

  • Founded Prohaska Consulting, which grew into one of the AdTech industry's most recognized independent strategic advisory firms
  • Advised dozens of AdTech vendors and publishers on holding company engagement strategies and M&A transactions
  • Established a reputation as a leading connector between emerging AdTech technologies and enterprise agency buyers
  • Regular keynote and panel speaker at top-tier industry conferences including Programmatic I/O and Advertising Week

Publications

  • Contributor and quoted expert in trade publications including AdExchanger, Digiday, and AdAge