Our clients include technology companies (AdTech, MarTech), ad & subscription-based platforms (publishing houses, casual gaming apps, streaming services, digital entertainment, telcos, broadcasters), and private equity firms (buy & build strategy).
Solution architecture, product & project management, fractional leadership, and go-to-market across DACH and Europe.
Publishing houses, casual gaming apps, streaming services (CTV), digital entertainment, telcos, and broadcasters.
Buy-and-build strategy, target identification, commercial & technical due diligence, and post-merger integration.
From custom AdTech architecture and fractional leadership to monetization, go-to-market, and M&A due diligence—we work hands-on with your team.
Custom AdTech and MarTech stacks, platform integration, API management, and scalable solution architecture.
Experienced C-level and VP-level interim leadership to build new business units, guide product & commercial teams, and drive transitions.
Yield optimization, header bidding, AI-driven and cookieless advertising strategies, commerce media, and user acquisition.
Full product lifecycle management, technical project execution, and agile process optimization across cross-functional teams.
Market analysis, product positioning, and tailored go-to-market strategies for DACH and European market entry.
Target identification, commercial, product, and technical due diligence, and post-merger integration in AdTech and MarTech.
Recent developments, M&A activity, and industry news tracked by our research platform polaris7.io.
At the Prebid Summit in New York, the industry group proposed a fundamental change to programmatic advertising: reversing the order of ad auctions. Currently, publishers use Prebid to collect bids from multiple exchanges, but Google Ad Manager (GAM) gets the final say and can see the winning Prebid price before its own AdX exchange competes, giving Google an unfair advantage.
Microsoft CEO Satya Nadella announced that the company is now using 20 million AI agents internally, describing AI as 'the future of the company.' This statement underscores Microsoft's massive internal adoption of AI agents, which are transforming workflows across the organization. The news highlights the growing trend of enterprise AI agent deployment, a key area for AdTech innovation..
Google is advancing on two fronts: implementing the UK CMA-mandated search opt-out for publishers while enhancing AI Overviews to make opting out less appealing. Publishers are awaiting click data, required by December 3 for UK publishers, to assess whether AI features drive traffic.
This opinion piece argues that agentic AI represents a fundamental shift for publishers, not in pricing but in whether their inventory receives any bids at all. Unlike previous industry shifts, the buy side has already invested in the necessary AI integrations and can operate through existing programmatic infrastructure.
Connected TV is growing from a pure reach medium into a measurable performance and commerce channel. Our 60-page guide looks at how broadcasters, streaming platforms, and brands connect CTV with retail media and interactive formats.
polarisfactor is led by Marco Klimkeit and Ghanem Awn. With more than 20 years of experience in building and scaling AdTech and MarTech companies—including founding and scaling Yieldlab into one of Europe’s leading SSP platforms—we combine deep market insight with hands-on execution.
Marco is a serial entrepreneur and strategic advisor in the digital advertising industry. As founder and former CEO of Yieldlab (Virtual Minds – acquired by ProSiebenSat.1 SE), he helped shape the European programmatic ecosystem and today advises media companies, platforms, and investors on strategy, product innovation, and M&A.
Ghanem is an expert in digital advertising and platform growth with over two decades of experience at the intersection of media and technology. Before polarisfactor, he served as COO of Yieldlab and played a key role in scaling it into one of Europe’s most successful SSP platforms, supporting broadcasters, publishers, and investors in AdTech strategy, go-to-market models, and partnerships.
Private equity firm Novacap takes ad verification leader Integral Ad Science (IAS) private for US$1.9 billion—signaling a new wave of PE-backed AdTech consolidation and AI-driven platform roll-ups.
Why not every fast-growing AdTech platform is a safe M&A bet: an operator-led breakdown of the five most critical technical, commercial, and regulatory red flags in digital advertising due diligence.
As mobile search dynamics shift and Apple Intelligence reshapes on-device discovery, Apple is quietly assembling the pieces of a privacy-native, multi-billion-dollar advertising ecosystem.
Have a question about an upcoming transaction, your current ad stack, or a new monetization initiative? Feel free to reach out for a conversation.
