About Undertone
At Undertone, we always strive to be creative, innovative and impactful, from the engaging, synchronized experiences we create for our brands to our vibrant corporate culture. We are always finding ways to work harder and smarter in the best interest of our customers, to ensure a flawless execution every time. Our focus on seamless campaign delivery and quality experiences make our customers happy—and when our customers are happy, we know we’ve done our job.
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LEADERSHIP
Doron Gerstel
CEO
Doron Gerstel became the CEO of Undertone in 2019 after joining Perion as CEO in 2017. Serving as a CEO for the last 16 years at various companies, he has established an outstanding ability to drive growth in hi-tech companies & competitive markets.
In his previous role as CEO of Panaya, he led a company turnaround that saw an increase in annual revenue & the company’s acquisition by Infosys. He has also held CEO positions at Nolio, Syneron, & Zend Technologies.
Doron holds a Bachelor's of Science in economics & management from the Technion & an MBA from Tel Aviv University. Since May 2018, Doron has also served as a member of the Perion Board of Directors. He lives in Israel with his family but frequently travels to New York, where Undertone’s main office is located.
In his previous role as CEO of Panaya, he led a company turnaround that saw an increase in annual revenue & the company’s acquisition by Infosys. He has also held CEO positions at Nolio, Syneron, & Zend Technologies.
Doron holds a Bachelor's of Science in economics & management from the Technion & an MBA from Tel Aviv University. Since May 2018, Doron has also served as a member of the Perion Board of Directors. He lives in Israel with his family but frequently travels to New York, where Undertone’s main office is located.
Daniel Aks
President
Daniel Aks is the President of Undertone, leveraging his broad operating experience in C-level roles for the information, education, & consumer media industries.
For the two years before joining Undertone, Daniel was the CEO of Antenna International, where he led their successful turnaround by introducing new products, lowering costs, & building an innovative culture. He also served as COO of the Educational Records Bureau for the prior three years, where he increased revenue by 20%, introduced new assessment products, & reduced costs.
Previously, Daniel served as COO/CoS of McGraw-Hill Education where he led its reorganization & developed formative testing & data-driven instruction products. He also served as COO for Primedia Consumer Magazines & as President of its Internet Business, where he launched & led the pioneering digital business. He was also Partner with BA&H, a leading strategy consulting firm.
Daniel holds two undergrad degrees from Rutgers University, & an MBA from Harvard University.
For the two years before joining Undertone, Daniel was the CEO of Antenna International, where he led their successful turnaround by introducing new products, lowering costs, & building an innovative culture. He also served as COO of the Educational Records Bureau for the prior three years, where he increased revenue by 20%, introduced new assessment products, & reduced costs.
Previously, Daniel served as COO/CoS of McGraw-Hill Education where he led its reorganization & developed formative testing & data-driven instruction products. He also served as COO for Primedia Consumer Magazines & as President of its Internet Business, where he launched & led the pioneering digital business. He was also Partner with BA&H, a leading strategy consulting firm.
Daniel holds two undergrad degrees from Rutgers University, & an MBA from Harvard University.
Bekir Ergisi
VP, Technical Ad Operations and Support
As Vice President of Technical Ad Operations and Support, Bekir Ergisi leads Technical Ad Operations/QA, Integrations, Publisher Certifications, Tier 1 and Tier 2 Support activities.
Bekir began his career at Undertone in 2009 as the first Technical Support Specialist at the company. Prior to joining Undertone, Bekir worked at an online lead generation company as a project manager and front end developer.
Bekir graduated from Queens College of the City University of New York with a Bachelor’s degree in Computer Science. He lives in New Jersey with his wife, son and daughter.
Bekir began his career at Undertone in 2009 as the first Technical Support Specialist at the company. Prior to joining Undertone, Bekir worked at an online lead generation company as a project manager and front end developer.
Bekir graduated from Queens College of the City University of New York with a Bachelor’s degree in Computer Science. He lives in New Jersey with his wife, son and daughter.
Elad Druckman
VP, Partnerships
As Vice President, Partnerships, Elad is driving growth and enhancing technology capabilities by initiating and executing strategic partnerships with leading companies to bring new innovative products to the market in fields such as data, ad creative, OTT, programmatic advertising, and more. Prior to joining Undertone, Elad led the digital advertising business unit at Conduit (which was later merged with Perion), and held several business development roles in online companies based in Europe. Elad holds a bachelor’s degree in Law from Bar Ilan University, and an MBA from IE Business School in Madrid. He is born and raised in Israel and currently resides in New York City.
Louise Peddell
Vice President, Human Resources
Louise Peddell, Undertone’s Vice President of Human Resources, is a seasoned executive with extensive experience in building effective HR infrastructure and strategies to maximize employee engagement, productivity, retention, and job satisfaction.
Louise joined Undertone from Movable Ink, where as VP of People, she built a comprehensive HR infrastructure that allowed the company to grow and scale. Prior to that, she led the HR team at Booker Software and began her career at Deloitte, holding a leadership position of Northeast Regional Human Resources Director. She was honored with Deloitte & Touche’s Outstanding Contribution Award for her achievements in company culture, growth, and employee satisfaction. Louise earned a bachelor of science degree with honors in Communications from New York University. She resides in New Jersey with her husband and daughter.
Louise joined Undertone from Movable Ink, where as VP of People, she built a comprehensive HR infrastructure that allowed the company to grow and scale. Prior to that, she led the HR team at Booker Software and began her career at Deloitte, holding a leadership position of Northeast Regional Human Resources Director. She was honored with Deloitte & Touche’s Outstanding Contribution Award for her achievements in company culture, growth, and employee satisfaction. Louise earned a bachelor of science degree with honors in Communications from New York University. She resides in New Jersey with her husband and daughter.
Jason Friske
Vice President, Finance
As Vice President of Finance, Jason leads & oversees Undertone’s Accounting & Financial Planning & Analysis teams. With more than 14 years of accounting experience, Jason has gained expertise in startups, manufacturing, technology, & media.
Before joining Undertone in early 2018, Jason served as Vice President for MakerBot & Controller for STAR Marketing Services Group.
Jason received a BS in accounting from Montclair State University & currently lives with his family in Wayne, New Jersey.
Before joining Undertone in early 2018, Jason served as Vice President for MakerBot & Controller for STAR Marketing Services Group.
Jason received a BS in accounting from Montclair State University & currently lives with his family in Wayne, New Jersey.
Kim Leone
Vice President, Client Experience
As Vice President of Client Experience, Kim Leone leads the Client Strategy, Client Partner, Creative Operations, & Insights teams, overseeing pre & post-sale operations.
Kim began her career at Undertone in 2009 on the Account Management team. During her tenure, she created & led two new teams: Strategic Partnerships & Programmatic Services.
Kim graduated from Rowan University with a Bachelor’s degree in business & a minor in marketing. She lives in New Jersey with her husband & son.
Kim began her career at Undertone in 2009 on the Account Management team. During her tenure, she created & led two new teams: Strategic Partnerships & Programmatic Services.
Kim graduated from Rowan University with a Bachelor’s degree in business & a minor in marketing. She lives in New Jersey with her husband & son.
Rob DeSalvo
Senior Vice President, Sales & Content Solutions
Undertone's Senior Vice President, National Sales & Content Solutions, Rob DeSalvo has been a member of the team since 2015. He is an advertising sales and marketing executive with 20+ years of experience covering major brands and agencies with campaigns in traditional, digital, experiential and social media.
In his current role, Rob leads our national sales team & content solutions initiatives.
Rob is also very involved in the advertising industry community serving on the Board of Directors at the Boston Chamber of Commerce, MITX & BIMA.
Previous to his tenure at Undertone, Rob served as the President/Founder of RMD Media, Inc., where he partnered with publishers from Conde Nast, Hearst & Meredith/Time Inc to lead their Northeast Advertising Sales initiatives.
A graduate of the University of Rhode Island, Rob currently lives in MA with his family.
In his current role, Rob leads our national sales team & content solutions initiatives.
Rob is also very involved in the advertising industry community serving on the Board of Directors at the Boston Chamber of Commerce, MITX & BIMA.
Previous to his tenure at Undertone, Rob served as the President/Founder of RMD Media, Inc., where he partnered with publishers from Conde Nast, Hearst & Meredith/Time Inc to lead their Northeast Advertising Sales initiatives.
A graduate of the University of Rhode Island, Rob currently lives in MA with his family.
Brett Busdeker
Vice President, Operations
As Vice President of Operations, Brett oversees all Direct & Programmatic Supply & Demand Media Operations at Undertone.
In his time at Undertone, Brett has worn many hats. He has gone from inventory management, to leading the first “Programmatic Team,” to successfully reorganizing the Performance & Inventory Teams into the Campaign Success Team. Prior to joining the Undertone family, Brett worked in Financial Tech, supporting the M&A due diligence platform that was used when Perion acquired Undertone!
Brett was born & raised in Ohio before moving to New York to attend Binghamton University, where he spent a few years on the University wrestling team. Brett currently lives on Long Island with his wife & two daughters & enjoys spending his off time with his family or catching a live music act.
In his time at Undertone, Brett has worn many hats. He has gone from inventory management, to leading the first “Programmatic Team,” to successfully reorganizing the Performance & Inventory Teams into the Campaign Success Team. Prior to joining the Undertone family, Brett worked in Financial Tech, supporting the M&A due diligence platform that was used when Perion acquired Undertone!
Brett was born & raised in Ohio before moving to New York to attend Binghamton University, where he spent a few years on the University wrestling team. Brett currently lives on Long Island with his wife & two daughters & enjoys spending his off time with his family or catching a live music act.
Jonathon Matthews
Vice President, Publisher Development
Jonathon Matthews, Undertone’s Vice President of Publisher Development, has been in the digital industry for over 11 years. Jon leads Undertone’s efforts in growing & acquiring supply to meet the needs of market demand. He also plays a key role in the exploration of new business ventures.
Before joining the Undertone family, Jon held multiple roles at AOL, Investing Channel, DistroScale, & more, leading business development, publisher development, & account management teams. Combined, Jon & his teams have been responsible for the acquisition & management of hundreds of millions of dollars of supply from top tier publishers across the industry.
Jon holds a Bachelor’s of Business Administration with a concentration in marketing from the Frank G. Zarb School of Business at Hofstra University. He is a New Yorker born & raised & currently resides in Manhattan with his wife & two daughters.
Before joining the Undertone family, Jon held multiple roles at AOL, Investing Channel, DistroScale, & more, leading business development, publisher development, & account management teams. Combined, Jon & his teams have been responsible for the acquisition & management of hundreds of millions of dollars of supply from top tier publishers across the industry.
Jon holds a Bachelor’s of Business Administration with a concentration in marketing from the Frank G. Zarb School of Business at Hofstra University. He is a New Yorker born & raised & currently resides in Manhattan with his wife & two daughters.
Madi Orr
VP, Product Management
Paul Prior
COO
Paul Prior, Undertone’s new COO, is a seasoned executive with 25 years experience in technology in general and 20 years of digital ad tech and media experience, focused on building innovative, high growth organizations.
Paul joins us from Zedo, where as President, he built a forward thinking ad technology company, where he initiated early adoption of viewable-based ad formats, programmatic trading, RTB integrations, Header Bidding, including pioneering Header Bidding for video. Prior to that he led Global Partnerships for Acceleration, which was acquired by WPP. Key strategic deals included early stage partnerships with DoubleClick (Google), Omniture (Adobe), Exact Target (Salesforce) and Epsilon (Publicis). Before that he led ISP Sales for Cisco in his native South Africa.
Paul joins us from Zedo, where as President, he built a forward thinking ad technology company, where he initiated early adoption of viewable-based ad formats, programmatic trading, RTB integrations, Header Bidding, including pioneering Header Bidding for video. Prior to that he led Global Partnerships for Acceleration, which was acquired by WPP. Key strategic deals included early stage partnerships with DoubleClick (Google), Omniture (Adobe), Exact Target (Salesforce) and Epsilon (Publicis). Before that he led ISP Sales for Cisco in his native South Africa.
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