Who We Are

You don’t need a bigger toolbox.

You just need a better one.

YellowHammer was founded in 2009 by a team of veteran ad network and media buying executives. We took a look at the programmatic landscape for agency trading desks and didn’t like what we saw–middlemen, multiple vendors, and a flawed approach to exchange trading created inefficiencies that manifested themselves as inflated CPMs and lackluster bottom line performance.

So we rolled up our sleeves and got to work. We developed an inhouse technology that simplified execution of programmatic digital marketing for both advertisers and publishers. We built a platform that transformed programmatic into the true high-impact and high-converting channel for both direct and brand marketers. The way we always believed it could be.

Today, we’re the only company that can handle all forms of digital advertising in one place–display, native, social, and video. This allows you to tie execution, dynamic creative optimization, and in-campaign measurement together, all with one partner one platform. Which means fewer vendors. Which saves you time and money. Which, when you think about it, you have to ask, why didn’t we think of that?

Management Team

Joseph Hirsch

Joseph Hirsch

CEO

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Hagan Major

Hagan Major

Chief Operating Officer

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Richard Lin

Richard Lin

Chief Financial Officer

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Edward Shannon

Edward Shannon

Chief Revenue Officer

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Dave Buonasera

Dave Buonasera

Chief Technology Officer

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Matt Dearborn

Matt Dearborn

Chief Product Officer

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Sam Appelbaum

Sam Appelbaum

SVP, Sales & Business Dev.

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UPshot for Advertisers Team

Melissa Bachman

Melissa Bachman

Sr. Account Strategist

Mariel Gold

Mariel Gold

Account Strategist

Andrew Hirsch

Andrew Hirsch

Sr. Director, Account Strategy

Pauline Ng

Pauline Ng

Sr. Director, Platform Sales

Jeremy Wallace

Jeremy Wallace

Sr. Director, Platform Sales

Jane Evans

Jane Evans

Sr. Director, Business Development

Jason Kim

Jason Kim

VP, Video

Sapan Patel

Sapan Patel

Ad Operations Manager

Olivia Rosen

Olivia Rosen

Business Development Manager

Jake Stern

Jake Stern

Ad Operations Manager

Michael Wanetik

Michael Wanetik

VP, Video Publishing

The People Who Make Us Work

John Buonomo

John Buonomo

Software Engineer

Todd Carney

Todd Carney

Ad Operations Manager

Nick Chapman

Nick Chapman

UK Country Director

Sara Cohen

Sara Cohen

Sr. Graphic Designer

Bart Consedine

Bart Consedine

Sr. Director, Platform

Paola Dale

Paola Dale

Sales Director

Miki DeHaven

Miki DeHaven

Director, Strategy & Operations

Amy Durcan

Amy Durcan

Analyst

Rogerio Echeverria

Rogerio Echeverria

Brazil Country Manager

Elizabeth Elliot

Elizabeth Elliot

Head of Finance & Operations

Joann Fung

Joann Fung

Graphic Designer

Tyler Johnson

Tyler Johnson

Product Designer

Morgan Kist

Morgan Kist

Product Development

Ben Leonhardt

Ben Leonhardt

Manager, Finance & Accounting

Amy MacDonald

Amy MacDonald

Sr. Human Resources Manager

Cullen McAndrews

Cullen McAndrews

Technical Ad Ops Manager

Jacob Mergendoller

Jacob Mergendoller

Marketing Manager

Sean Metcalfe

Sean Metcalfe

Sr. Platform Manager

John Pearce

John Pearce

Associate Platform Sales

Kayvon Raphael

Kayvon Raphael

Software Engineer

Katherine Rodriguez

Katherine Rodriguez

Executive Assistant

Kirsten Samuelson

Kirsten Samuelson

Sr. Campaign Manager

Mikaela Santiago

Mikaela Santiago

Account Manager

Melek Sherman

Melek Sherman

Staff Accountant

Courtney Thompson

Courtney Thompson

Media Buyer

Benjamin Wilson

Benjamin Wilson

Director of Demand Products

Sun Ha Woo

Sun Ha Woo

Multimedia Designer

Erica Yard

Erica Yard

Ad Operations Manager

Lauren Yeh

Lauren Yeh

Intern

Joseph Hirsch

  • As YellowHammer’s CEO, Joe manages corporate partnerships with key SSPs, data providers, and advertisers. Maintaining client objectives is Joe’s top priority—which involves making sure YellowHammer has the right tools to meet complex goals at scale.

    He works closely with the development team to drive the creation of advanced media-buying and analytics tools for the company’s expanding client base.

     A self-styled “ad server cowboy,” Joe has been working in the online ad space for the last decade and brings a vast, “hands-on” experience with many major ad platforms. He was one of the first users of Right Media’s YieldManager and has also worked extensively with AdvertPro, OpenX, Zedo, Accipiter, AppNexus, and DrivePM, among others.

  • Hagan Major

  • Hagan Major is YellowHammer’s co-founder, Chief Operating Officer, and President where he is responsible for corporate strategy, partnerships, and internal operations.

    A born entrepreneur, Hagan quite literally grew up with the online advertising industry. While still in high school, he started ClickHype, an ad network that eventually served over 100 million ad impressions per day. After he sold ClickHype, Hagan co-founded Linkbucks.com, an advertising service for users of social networks. As CEO of Linkbucks.com, he grew the site from 500 to over 30 million daily visitors, topping the Alexa Internet Traffic Rankings.

    Hagan has been a featured speaker at the industry conference Uncubed, the Appnexus Summit, and the U.S. Chamber of Commerce.

  • Richard Lin

  • Richard Lin has served as Chief Financial Officer of YellowHammer Media Group since May 2013. He is responsible for the financial strategy and reporting across the company’s global divisions, as well as corporate M&A.

    Before YellowHammer, Rich spent several years in new media and telecommunications investment banking, including Wedbush Securities, Bank of America, and Deutsche Bank. During his banking career, he worked closely with management teams of both privately-held and publicly-traded companies to successfully raise equity and debt capital and execute M&A transactions.

    Rich holds an MBA from the Stanford Graduate School of Business and an AB in History and Economics from Duke University, graduating Magna Cum Laude and Phi Beta Kappa.

  • Edward Shannon

  • Edward Shannon is Chief Revenue Officer of YellowHammer and is responsible for all aspects of YellowHammer’s revenue efforts, including sales and service, operations, and marketing.

    Edward joined YellowHammer from AudienceScience, where he held key Sales and Client Success management roles. He previously held leadership positions at AudienceScience and FarePortal Media Group overseeing national Media and Sales departments.

    Edward holds a Bachelor’s Degree from St. John’s University and resides in Short Hills NJ with his wife and two daughters.

  • David Buonasera

  • Dave Buonasera is YellowHammer’s Chief Technology Officer, responsible for building out the YellowHammer tech team and managing their globally-distributed infrastructure. Previously, Dave led the Optimization and Analytics team at AppNexus where he was one of their first employees and spearheaded the creation of data processing systems and optimization algorithms.

    Before jumping into adtech, Dave held engineering and trading analyst roles within finance, including Goldman Sachs and Citi Alternative Investments.

    Dave holds a computer science degree from the University of Pennsylvania.

  • Matt Dearborn

  • Matt Dearborn is YellowHammer’s Chief Product Officer, where he is responsible for the strategy, design, and execution of all YellowHammer products.

    Prior to joining YellowHammer, Matt was the co-founder and CEO of PubSquared, an ad server and analytics platform that provided publishers with tools to compete in the rapidly-changing ad tech landscape.

    Before founding PubSquared, Matt played a key role at a number of technology start-ups, including AppNexus, where he was one of the first members of the new business team. There, he introduced traditional media and ad tech companies to the real-time ad serving ecosystem.

    Matt holds a BA from Duke University.

  • Sam Appelbaum

  • As Senior Vice President of Sales and Business Development, Sam is tasked with leading both the sales and business development organizations across YellowHammer’s UPshot and YieldUP products.

    Sam broke into online advertising as an affiliate manager at Epic Media, where he was named “Rookie of the Year” within his first six months, and quickly rose to Senior Network Manager. At Epic he worked closely with the agency’s largest advertisers on their overall distribution strategy, trained other Network Managers, and continuously exceeded his quarterly revenue goals.

    Having worked with hundreds of different clients over his nine years in digital, Sam and his team offer clients expertise in programmatic buying, social strategy, dynamic creative, and campaign analytics and attribution.