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Product-focused transformation to future-proof and accelerate your business
MadTech is a product-focused consultancy specializing in digital media and data.
MadTech is a product-led consultancy specializing in AdTech and MarTech.
We work with publishers, platforms, agencies and brands as an extension of their teams to build, operationalize and bring to market best in class products. As industry experts, we deliver resources and expertise to drive transformational growth for our partners by combining strategy with hands-on development.
The advertising industry is experiencing monumental change.
With a focus on 1st party data as the new media currency, every player needs to future-proof and innovate while supporting their core business. But working towards all of these efforts takes a great deal of resources and focus. MadTech helps address expertise and resource gaps by supporting your product development efforts. We help accelerate your product roadmap by acting as an extension of your team so you can focus and generate revenue faster.
We are technology, product and go-to-market specialists with deep expertise in data, identity,
and programmatic advertising from some of the top companies in our industry.
Bob Walczak
CEO
Bob is an early pioneer in the adtech space.He was the founder and CEO of Ringleader Digital, a start-up that was among the first companies to develop a comprehensive mobile ad server with patented mobile ID technology.
Heather Macaulay
President
With over 15 years in digital media, Heather Macaulay is a seasoned revenue leader with a strong background in sales, business development and B2B marketing. Heather joined MadTech as President in 2022 where she is responsible for new business growth and marketing.
Laura McElhinney
Chief Data Officer
Laura McElhinney is a pioneer in data usage and compliance within the advertising industry. With extensive expertise in strategizing product roadmaps, driving innovation and navigating organizational hierarchy, she helps businesses evolve to meet modern marketing’s present and future. Laura joined MadTech as Chief Data Officer in 2023, overseeing the company’s MadConnect connector hub and playing an integral role in MadTech’s consulting business.
Get in touch with us today.
Even the most brilliant product organizations need to focus but are bogged down with distractions. MadTech helps address resource gaps in product and engineering to allow you to move faster. Let us help with integrations, innovation or future-proofing so you can focus on what you do best.
Bob Walczak
CEO
Bob Walczak is the founder and CEO of MadTech Advisors, a technology and consulting practice focused on helping brands, publishers and agencies craft and implement effective advertising tech stacks and first-party data strategies. Bob is a seasoned digital advertising executive with over two decades growing revenue inside of major advertising operations.
Most recently, Bob was appointed Executive Vice President of Global Product for Xaxis, a programmatic audience business inside of WPP’s GroupM media buying division. Prior to joining Xaxis, Bob served as CEO of Light Reaction (a Xaxis company) where he grew revenue from $80 to $120 million in a single year, expanding the business from 28 to 32 markets globally. Before Light Reaction, Bob drove revenue and user adoption as General Manager for BidSwitch, a wholly-owned subsidiary of Criteo, doubling its client base in a year’s time and growing the platform’s revenues by over 500 percent to $125 million in annual revenue. Bob also developed PubMatic’s (NYSE:PUBM) mobile and emerging media business from inception to more than $100 million in annual revenue in under 3 years.
Bob is widely recognized as a pioneer in the ad tech industry, starting his career founding Ringleader Digital in 2005. As founder and CEO, he led one of the first companies to develop a comprehensive mobile ad server with patented mobile ID technology.
Bob holds a Bachelor of Science in Business Administration with a specialization in finance and marketing from the Daniels College of Business, University of Denver.
With more than 15 years of digital media experience, Heather Macaulay is a seasoned revenue leader with a strong background in sales, business development and B2B marketing. Heather joined MadTech as President in 2022 where she is responsible for new business growth and marketing.
Prior to MadTech, Heather held leadership roles at Zoom, where she led global ads monetization, and at Publishers Clearing House, leading revenue growth, programmatic, data strategy and marketing for the media division. She served as Vice-President of Emerging Media at PubMatic, overseeing revenue growth and global team expansion for mobile, video and ad serving.
Heather has also taught at New York University’s School of Continuing and Professional Studies, teaching mobile marketing as an adjunct professor. She has also served as Co-Chair of the Fundraising Committee for Women in Wireless/mBolden and was voted as a Top Woman to Watch in Mobile in 2010. She has spoken in front of audiences at Advertising Week, BeetTV, Brand Innovators, M1 Summit, Mediapost and more.
Heather is a graduate of Providence College with a Bachelor of Arts in Economics and History. Outside of work, Heather enjoys life as a wife and mom to 3 young boys.
Laura McElhinney
Chief Data Officer
Laura McElhinney is a pioneer in data usage and compliance within the advertising industry. With extensive expertise in strategizing product roadmaps, driving innovation and navigating organizational hierarchy, she helps businesses evolve to meet modern marketing’s present and future. Laura joined MadTech as Chief Data Officer in 2023, overseeing the company’s MadConnect connector hub and playing an integral role in MadTech’s consulting business.
A passionate, empathetic, forward-thinking executive, she gets to the heart of the issues plaguing clients across the landscape. Across nearly three decades in the media and advertising industry, Laura has created new roles at critical junctures of the media industry’s rapid evolution, ultimately becoming Horizon Media’s first Chief Data Officer in 2017. In that role, she was the primary architect of blu., Horizon’s proprietary data platform. Prior to Horizon, she spent nearly 20 years at Havas Media.
With her experience, Laura serves as a guide for organizations in and outside the ad industry. She currently sits on the board of the University of Vermont and serves as an advisor for several ad technology companies. Laura enjoys spending time with her five children and splits time between New York and Boston.
