Our ‘Profile: A Day in the Life of’ feature takes a look at some of the global professionals working across performance marketing. It aims to shed light on the varying roles and companies across the flourishing industry.

In this edition we head to New York, to speak with the Chief Executive of Yieldr, Tom Triscari. 


Tom Triscari

Job title and company: 

CEO, Yieldr

In one sentence, how would you describe what the company does?

Yieldr solves the evolving complex needs of programmatic advertisers with the most transparent platform and disposition in the marketplace.

What are the company’s unique selling points?

Yieldr enables companies to be more efficient by freeing them from the traditional restraints surrounding programmatic advertising, through data activation, cost and campaign transparency and in-house programmatic investment and education.

Within the last six months/year, what stands out as the company’s major milestones? 

  • Yieldr raised €4.6m in Sept 2013 from Partech and Active Venture Partners.
  • We re-branded the company from YD to Yieldr, this is always a big step for any company.
  • We launched in the US, UK and also opened up a Central Sales Office in Barcelona to attack 8 markets from one location.
  • We did a complete redesign of our tech platform, both frontend and backend.
  • We completely changed the way we look at supply and invested in a long-term plan to secure better and deeper supply.

Duration in current role: 

Since March 2014

Where are you based? 

New York, with much time spent in Amsterdam and other Yieldr offices.

Previous performance marketing-related companies you have worked at: 

Criteo and Yahoo

What are your main job responsibilities?

  • Gathering really good information and making decisions.
  • Setting the strategy and telling the story (the strategy is the story and the story is the strategy).

Take us through what you get up to on a typical working Monday:

I check the revenue performance numbers from the day before and I wake up to bunch of email (aka, information, questions, and needs) because I am 6 hours back from our European offices and scan my inbox to for super urgent items. I hold weekly 30 minute meetings with all my direct reports; I also hold larger group meetings, that are held bi-weekly and monthly. Meshed into all of this, I join our client calls that my sales invites to me to, usually with a specific objective and I work business development and corporate development deals

What top three websites can you be found browsing during your lunch hour?

I browse Adexchanger, a variety of content on Flipboard and Bloomberg  first thing in the morning.

What are your top three tips for someone looking to get their hands on a job like yours?

The following has been posted on my LinkedIn profile for a few years:

  1. Setting strategy and making decisions that get the team to the finish line
  2. Recruiting talent and ramping up global teams
  3. Getting good deals done, getting them to work and feeding the experience back into product innovation
  4. Methodical problem solving (and teaching others how to solve problems)
  5. Understanding organisational behaviours, adapting quickly to remove risk and making it fun.

Career-wise, where do you see yourself in three years’ time?

We are building Yieldr to become a public company, but that is a few years away. So, ideally, I would like be the CEO of much bigger and public Yieldr in 3 years time

Tell us one thing people at work don’t know about you?

Both of my grandmothers were born on Christmas Day — maybe that is why I am so fortunate in my family, social and business life!