Mimmo Palmieri
Commercial data and product leader.
Founder of an independent media tech consultancy focused on audience and data monetisation. Over a decade scaling revenue through data-led product innovation, primarily on the seller side of ad monetisation.
Deep technical literacy with a consultative approach, and a track record of running cross-functional teams. I turn complex ad tech architectures into commercial strategies that drive revenue.
2015
Digital Media Executive
March 2015 — October 2015 · Milan
Where it started. Agency side, planning and buying digital media for Italian and international brands.
- Supported a team of four running digital activity for Pfizer, Unipol Bank, PaddyPower and Cellularline.
- Designed and executed client digital media strategy, and built the reporting and analysis behind it.
- Planned and negotiated ad space directly with media owners, networks and ad providers.
- Ran co-development of advertorial pieces, owning quality and delivery.
2016
Campaign Manager
June 2016 — July 2017 · London
The move to London and to the buy side of the platform: running programmatic at the trading desk itself.
- Designed and executed Procter & Gamble's programmatic campaigns across EMEA, including Italy, the UK and Greece.
- Delivered P&G display and video on AudienceScience's proprietary DSP, owning targeting, creative, pixels and ad serving end to end.
- Negotiated with media agencies, publishers, SSPs, third-party vendors and external DMPs.
- Worked with account directors to grow the business through new delivery strategies.
2017
Manager, Ads Reporting
July 2017 — May 2021 · London
Publisher side for the first time. Started as a Senior Planning Consultant and moved into running ads reporting.
$0k
net new business from one analytics product
- Built ad-hoc media strategies, first-party data and audience targeting, and measurement frameworks for large customers across sectors, driving substantial year-on-year growth in digital ad revenue.
- Implemented automated reporting, including a post-click and lead analytics product that generated $500k in net new business.
- Introduced an internal automated solution to scale up insight and data generation for top-tier customers.
- Designed and delivered training for internal teams, building a data-driven culture aligned to the commercial strategy.
2021
Head of Advertising Data
June 2021 — February 2023 · London
Running the data function behind the FT advertising business: analysts, BI engineers and product managers, and the infrastructure the commercial teams ran on.
$0M+
yearly ad revenue supported, up from $40M
0+
commercial staff moved to self-serve reporting
$0k+
annual vendor savings
- Directed a specialist team of analysts, BI engineers and product managers, owning the vision and the execution for commercial analytics and reporting.
- Led the development of the advertising data reporting and measurement infrastructure, internal and client facing, supporting the digital advertising business as it scaled from $40M to over $100M in yearly revenue.
- Defined the roadmap for advertising measurement and analytics tools, giving advertisers real insight into audience engagement and campaign performance.
- Led vendor RFP and negotiation with data service providers, yielding over $100k in annual savings through consolidation and renegotiated contracts.
- Directed the transition to Looker, replacing unreliable legacy systems and unlocking self-serve for 250+ global commercial staff.
2023
Associate Director, Global Ad Analytics
February 2023 — January 2026 · London
Built the global commercial advertising analytics function from scratch, across 23 brands in EMEA and the US.
0
brands across EMEA and the US
$0B
digital programmatic and direct IO business
- Established the global ad revenue analytics service and set the vision for ad tech strategy and programmatic partnership.
- Led strategic intelligence and analytics for commercial teams across yield, product, sales, pricing and programmatic partnership, spanning display, video and CTV, branded content and native.
- Engineered board-level measurement frameworks and revenue tracking workflow, with actionable insight on monetisation, partnership, channels and ad tech.
- Spearheaded the integration of AdBook and Adomik globally, enabling accurate revenue reporting for a $1B digital programmatic and direct IO business.
- Pioneered GenAI inside commercial operations, using OpenAI and Gemini Enterprise to build automated QA tools and workflows that cut manual reporting bottlenecks and improved data accuracy.
2026
Founder
January 2026 — present · London
An independent ad tech and media consultancy helping publishers and media tech vendors grow revenue through better data products and commercialisation, built on a decade of seller-side experience.
- Advise premium publishers and media brands on revenue and ad tech strategy: infrastructure and identity audits, reporting modernisation, first-party data architecture, and programmatic and direct deal strategy.
- Delivered GTM strategy and market positioning across global markets for an ad tech vendor.
- Positioned MIMMS as a thought leader through bylined trade press and speaking at MadFest, ATS and Beeler.Tech.
- Built agentic products, automations and MCPs, including AI news curation for marketing, sales and workflow optimisation.
- Engagements to date include an official Google reseller, an equity research firm, IP owners, publishers, app developers and ad tech companies.
Education
2016 — 2018
MSc, International Marketing
Birkbeck, University of London · Part-time
London
2012 — 2016
BA, PR and Marketing Communications
IULM University
Milan
2012
BA Marketing, exchange programme
University of the Sunshine Coast
Sippy Downs, Australia
Skills
Commercial
Technical
Beyond the job titles
Volunteering & leadership
Treasurer of the Rotary Club of the City and Shoreditch. IULM University Ambassador and Coordinator of the IULM Alumni London Chapter.
Speaking
Regular speaker and contributor at industry trade events, including MadFest, ATS, Beeler.Tech, ExchangeWire and INMA. Selected pieces are linked on the timeline above.
Off the clock
Tennis, running, cycling and bike building. Napoli supporter, and a (very) beginner guitarist. Big foodie, and I cook.