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

While the meaning of headquarters has certainly changed, we are proud of our home at 1 World Trade Center in New York City and look forward to hosting you there again soon. We also have roots in Israel, where you can find some of our Undertone team as well as the Perion headquarters. 

 In the meantime, our team members are safely working from their homes across the United States and even in the UK, Israel and Kiev.  Undertone is dedicated to our communities and has representatives in New York, New Jersey, Connecticut, Pennsylvania, Florida, Georgia, Illinois, California, Colorado, Texas, Massachusetts, Washington DC and more.

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NEW YORK

1 World Trade, 77th Floor
New York, NY 10007

nyc@undertone.com
Phone 212.685.8000
Fax 212.685.8001

ISRAEL

Azrieli Center, Building A
26 HaRokmim St.
Holon, 5885849

info@undertone.com

UNITED KINGDOM

For all inquires for UK, Europe and International

london@undertone.com

Perion (NASDAQ: PERI) is a global technology innovator in the digital advertising ecosystem,
providing brands and publishers with an opportunity to unlock growth opportunities.

The company operates across the three main pillars of digital advertising – ad search, social
media, and display/video/CTV.

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

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.

 

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

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

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.

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

ANANT JOSHI

SENIOR VICE PRESIDENT, EMEA

Anant is the SVP of EMEA at Undertone focusing on developing Undertone’s core business and its newest Retail Evolution Marketing initiative.
Anant is a digital marketing expert with over 20 years’ experience in sales and operations growth as well as being an advisor to several start-ups. He has also successfully led the international growth of Eyeblaster/Mediamind (Sizmek) into 15 countries. This helped lead Mediamind to a successful NASDAQ IPO they were later acquired by Amazon.
He has a wide range of expertise having worked in the field of CTV, Video, Ad Verification, Brand safety and AI technologies. Anant lives in London with his family and has a huge passion for working with purpose driven brands that are sustainable and which tackle climate change.

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

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.

LEADERSHIP TEAM

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.

 

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