Tom is a leading voice of reason in the programmatic industry. He founded Lemonade Projects, a programmatic innovation and advisory firm based in NYC, running projects and experiments at the intersection of economics, game theory, and principles of radical transparency. The underlying thesis of Tom’s work is based on his methodology paper Programmatic Lemon Market Game and a concept he calls “the struggle.” Tom also operates Quo Vadis, a popular newsletter covering programmatic companies and topics. 

Tom’s programmatic experience includes developing early addressable TV and data product requirements in 2007 as part of a consultant team that stood up Project Canoe. From 2008 to 2012, he managed a pan-European team at Yahoo! in Barcelona with responsibility for Right Media, the first programmatic exchange. Tom also held a senior role at pre-IPO Criteo in London, building supply-side and data science teams. By 2014, when in-housing took root, he was hired as CEO to reposition Amsterdam-based Yieldr, a DSP platform. Tom went on to found Labmatik, a programmatic transformation consultancy helping clients from 2015 to 2020.

Tom has a B.A. in Economics from UCLA, an MBA from the University of Notre Dame, and is a non-executive director of Adslot Ltd (ASX: ADS).