Bridging global tech and local knowledge to build programmatic trust

Q: André, can you tell us a bit about your professional journey prior to joining Netric? And what attracted you to the company?

Absolutely. My path into adtech was anything but obvious. With degrees in both finance and computer science from Stockholm University, I started my career as a finance trainee at a law firm - about as far from the advertising world as you can get.

A few years later I met Daniel - known by many as ‘Mr. Programmatic’ - who introduced me to the industry.

What immediately struck me about adtech was how it lives at the crossroads of data, technology, and people. As someone who thrives on analysis and working with numbers - but also gets energy from collaborating with smart, driven people - it was a perfect match.

What drew me to Netric specifically was its vision. The team was building something unique in the Nordic (and Baltic) region: a commercially sharp but deeply personal approach to programmatic, with a strong focus on partnerships and long-term value.

Q: How has your experience shaped the way you approach commercial strategy in the adtech space today?

I’ve always believed in getting to the root of a problem. That analytical mindset, paired with the ability to have open, honest conversations with partners on both the buy and sell side, forms the backbone of my commercial strategy. It's about more than just pricing or products. It’s understanding the business problems publishers and buyers are trying to solve and mapping tech solutions to those needs. 

Q: What differentiates your commercial offering in such a competitive ecosystem?

Netric’s edge is in how we combine scale with deep local understanding. Many players can offer global reach or technical excellence - but few can do both and tailor the offering to local market realities. Our exclusive partnership with Index Exchange is a great example. Their global tech stack is world-class; it’s built with transparency and quality at the core. What we do at Netric is ensure that value proposition resonates in local conversations, with local service and strategic alignment.

And then there’s our pace. We’re growing at 60% year-on-year, which is a testament to our model’s traction.

Q: How do you balance the needs of publishers and buyers while maintaining transparency and performance?

That’s really the crux of the job, and also what makes it rewarding. Transparency is our north star. When you operate in an ecosystem built on trust, both sides benefit from clarity around where their money goes, what’s performing, and why.

We’re in daily contact with publishers and buyers, so we’re constantly calibrating. That feedback loop ensures our platform design, commercial models, and support structure are always evolving in tandem with market needs.

Q: You're working with some of the biggest publishers in the Nordics. What are they demanding today that they weren’t three years ago? 

Three years ago, much of the conversation was still about header bidding and yield optimization. Now, we’re seeing a major shift toward control and quality. Publishers want more autonomy over who accesses their inventory, better tools for deal creation, and deeper insights.

Index Marketplaces, in particular, have gained traction - they allow publishers to define value on their terms while giving buyers scale and efficiency.

Q: And what’s one thing every publisher should be asking their SSP but probably isn’t?

I think every publisher should be pressing their SSP about log-level data access and true auction transparency. It's fundamental.

Q: How important is local presence when it comes to building long-term trust with clients? Could you give an example where this made a difference?

It’s absolutely critical. Relationships in this space still hinge on face-to-face time - being available, understanding nuances in the local market, and speaking the same language, both literally and culturally.

For example, a Nordic publisher was hesitant about moving their PMP setup into a new deal framework. Because we were local, we could sit down with them, walk through their concerns in person, and co-develop a solution that worked. That wouldn’t have happened over Google Meet.

Q: From a commercial perspective, what has the exclusive partnership with Index Exchange unlocked for Netric?

It’s been a game-changer. Index brings global sophistication - both in tech and standards - while we bring local expertise. Together, we’re not just reselling tech; we’re adapting and deploying it in a way that resonates with Nordic and Baltic publishers and buyers. The partnership has allowed us to scale while staying lean and deeply aligned with client needs.

Q: As you look ahead to 2025 and beyond, what’s top of your agenda for growth?

We’re excited about three main areas. First, format ”innovation” - CTV is maturing fast, and we’re well positioned to keep up. 

Second, regional depth - we’re doubling down on high-touch support in key Nordic and Baltic markets and there are few publishers left that haven’t signed with Index Exchange/Netric. 

Third, a particularly important focus will be expanding our Marketplaces offering. We’ve already seen exponential growth in that area, which confirms strong product-market fit, but there’s still a lot of untapped potential. It will be a key pillar of our future success, allowing us to deliver higher-performing and more scalable solutions for both publishers and buyers.

Q: If you weren’t in adtech, what would you be doing?

Good question! Probably something that combines analysis and people. I’ve always been drawn to business building, so maybe something in early-stage investing or launching a startup. But honestly, few industries are as fast-moving and layered as adtech. It’s a tough one to walk away from.

To learn more about how we help publishers and advertisers maximise every impression, chat to the team today at netricsales.com/contact.