Company

who we are

Undertone creates memorable ad experiences by thoughtfully orchestrating solutions across video, advanced TV, rich media, and social, to drive unmatched brand lift and audience engagement on virtually every screen, and every device.

Their award-winning creative team uses the company’s 20 years of experience and billions of impressions worth of data to intelligently craft campaigns that can drive full-funnel KPIs while making meaningful connections with the 200MM+ unique users they can reach every month.

Undertone brings the art and science of advertising together to intelligently craft campaigns that uplift consumers, brands, and publishers alike.

OUR VISION:
NO DIGITAL AD FORGOTTEN.

AT UNDERTONE, WE VALUE creativity, passion, curiosity, agility, execution, community & diversity.
Our customer-first approach is rooted in a deep enthusiasm for first class service, personalization and the highest standards of quality. With our diverse community of people, experiences and skills, we will continue to push the boundaries of success for ourselves, our neighbors, and our partners.

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EXECUTION

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CREATIVITY

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PASSION

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CURIOSITY

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AGILITY

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COMMUNITY & DIVERSITY

CAREERS

WE'RE HIRING!

Find out why we’re consistently ranked a “Best Place to Work,” and see if one of our open positions is right for you.

You can reach out to us directly at HR@undertone.com if you have any questions.

LEADERSHIP

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WOMEN IN LEADERSHIP

Women play a key role in driving our company and society forward. We are fighting for the women
who came before us and setting the stage for an equal and inclusive future for the women that will follow.

We are trailblazers, trendsetters and innovators.
We are the Women In Leadership at Undertone.

LOCATIONS

At Undertone, we’re proud to have a global presence that spans across continents. Our main hub nestles within the iconic 1 World Trade Center in New York City, a testament to our commitment to innovation and excellence. Apart from our main hub, our influence spans the United States, Canada, and the UK, with a significant footprint in Israel, where both our Undertone team and Perion headquarters are situated, further solidifying our global reach.

For more information on activation, please contact the appropriate office below.

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UNITED STATES & ISRAEL

UNITED KINGDOM

UNITED STATES & ISRAEL

UNITED KINGDOM

Perion (NASDAQ: PERI) is a technology leader in connecting advertisers to consumers across all major digital channels, providing significant benefits to brands and publishers. For more information, visit Perion’s website at www.perion.com.

Undertone creates memorable ad experiences by thoughtfully orchestrating solutions across video, advanced TV, rich media, and social, to drive unmatched brand lift and audience engagement on virtually every screen, and every device.

Their award-winning creative team uses the company’s 20 years of experience and billions of impressions worth of data to intelligently craft campaigns that can drive full-funnel KPIs while making meaningful connections with the 200MM+ unique users they can reach every month.

Undertone brings the art and science of advertising together to intelligently craft campaigns that uplift consumers, brands, and publishers alike.

LEADERSHIP TEAM

Tal Jacobson

CEO

Tal joined Perion in 2018 as the general manager of the CodeFuel division. Under his leadership, CodeFuel, which specializes in search-based advertising, was rebuilt, modernized the technological infrastructure, and further strengthened the strategic partnership with the advertising division of Microsoft (Bing). In the fourth quarter of 2022, revenues from search activities increased by 49% – significantly above the growth rates in the field. Tal has extensive managerial experience of over 20 years, during which he held various key positions, including Chief Revenue Officer at Similarweb and Vice President of Business Development at McCann Ericsson.

LEADERSHIP TEAM

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.

LEADERSHIP TEAM

PAUL PRIOR

COO

Paul Prior, Undertone’s 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

 

 

LEADERSHIP TEAM

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.

LEADERSHIP TEAM

kenny lau

CPO

Kenny Lau is the Chief Product Officer of Undertone by Perion. Kenny has held key roles at many of the industry’s most prominent AdTech companies, including PubMatic, Criteo, AdTheorent, GroupM and Nielsen. In his most recent role as VP, Product Management of Advertiser Solutions at PubMatic, he led a global product development team of over 100+ engineers and product managers. His portfolio includes launching large-scale programmatic platforms for both buyers and publishers.
Kenny graduated from Parsons, The New School For Design with a Master of Fine Arts in Design and Technology. Bachelor of Arts in Television and Radio. Minor in Theatre Production at Brooklyn College, NY.

LEADERSHIP TEAM

KIM LEONE

Vice President, Emerging Business, Marketing & Strategic Services

Kim Leone leads our Marketing, Creative Operations, & Insights teams. In this role she is responsible for guiding our Brand and Product Marketing initiatives as well as, ensuring our Creative and Insights teams are best-in-class.

Kim began her career at Undertone in 2009 and throughout her tenure has helped shape what our Client Experience organization is today as well as, spearheaded the way for numerous new business ventures – which she continues to do today!

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.

LEADERSHIP TEAM

ROB DESALVO

CRO

Undertone’s CRO, 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.

Rob is a graduate of the University of Rhode Island and currently lives in Massachusetts with his family. 

LEADERSHIP TEAM

BEKIR ERGISI

SENIOR VICE PRESIDENT, NATIONAL SALES & CONTENT SOLUTIONS

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.

LEADERSHIP TEAM

ELAD DRUCKMAN

SVP, BUSINESS DEVELOPMENT

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.

LEADERSHIP TEAM

MADI ORR

VP, PRODUCT MANAGEMENT

As Vice President of Product Management, Madi oversees Undertone’s product strategy, development and innovation.

Prior to joining Undertone, Madi held various leading product roles in the ad tech industry, developing products that combine big data, machine learning and AI.

Madi graduated from Tel-Aviv University, with a BS in Industrial Engineering and Management. She was born and raised in Israel and currently resides in Tel-Aviv.

LEADERSHIP TEAM

NICOLE MUSCATELLO

VP SALES

Nicole Muscatello is Undertone’s Vice President of Sales. In this role, she leads Undertone’s top-producing New York, New England, Mid-West & Canadian Sales Teams.Prior to joining Undertone in 2017, Nicole held sales & operations positions at DEFY Media, The New York Times, and Sporting News Media.Nicole is a graduate of the University of South Carolina and currently resides in Hoboken, NJ, just outside of New York City, with her husband.

LEADERSHIP TEAM

J. 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.

 

 

LEADERSHIP TEAM

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.