Performance marketing firm PebblePost has officially named digital advertising veteran Adam Soroca as its new Chief Executive Officer. Soroca, who previously served as the Chief Product Officer at supply-side advertising giant Magnite, steps into the role to succeed Jacob Ross, who guided the company through more than six years of steady growth and maturation.
This leadership transition marks a critical inflection point for PebblePost. Historically celebrated for pioneering "Graph-Powered Direct Mail"—a medium that merges digital intent signals with physical mailboxes—the company is now positioning itself for an aggressive evolution. Under Soroca’s leadership, PebblePost is shedding its identity as a single-channel direct mail specialist to emerge as a full-fledged, omnichannel performance marketing platform.
In his inaugural week, Soroca laid out a clear, aggressive 90-day roadmap. His strategic blueprint focuses on fortifying the company’s core proprietary purchase data graph, expanding its reach far beyond its current footprint into Connected TV (CTV), display, mobile app, and audio environments, and steering a comprehensive corporate rebrand. This article provides an in-depth analysis of the leadership shift, the strategic imperatives facing the incoming CEO, the broader industry context surrounding programmatic direct mail and omnichannel convergence, and what the future holds for PebblePost as it enters its next chapter.
Detailed Chronology: The Evolution of PebblePost and the Path to Leadership Transition
The Foundations of Programmatic Direct Mail
To understand the significance of Adam Soroca’s appointment, it is necessary to examine how PebblePost carved out a unique niche in the martech ecosystem. Founded to bridge the gap between digital consumer behavior and physical mailbox engagement, the company developed proprietary technology that captures online intent data—such as browsing history, cart additions, and site interactions—and translates it into physical direct mail pieces delivered to consumers’ homes within 12 to 24 hours.
This fusion of digital attribution speed with the high-conversion tangible nature of direct mail resonated deeply with direct-to-consumer (D2C) brands and major retailers alike. Over the years, PebblePost steadily built out its "Graph-Powered Direct Mail" network, proving that offline media could be planned, executed, and measured with the same precision and programmatic agility as digital banner ads or paid search campaigns.
The Era of Jacob Ross (2018–2025)
Jacob Ross helmed PebblePost for over six years, a tenure that saw the company navigate monumental shifts in the digital marketing landscape. Under Ross’s leadership, the firm survived the turbulent economic disruptions of the pandemic, adapted to sweeping changes in consumer privacy regulations, and solidified its reputation as a trusted performance marketing partner.
During Ross’s tenure, direct mail underwent a renaissance. Marketers suffering from "banner blindness" and the impending deprecation of third-party cookies increasingly turned to offline channels that offered deterministic identity resolution. Ross successfully positioned PebblePost as a bridge to these privacy-compliant environments. However, as the digital ecosystem continued to fracture and re-aggregate around streaming video, audio, and omnichannel programmatic marketplaces, the board recognized that the company needed a different operational skillset to scale its next phase of growth.
The Search for an Omnichannel Innovator
As the market demanded broader media activation capabilities, the PebblePost board initiated a search for a leader with deep roots in programmatic infrastructure, scaled product management, and multi-format monetization. Their search led them to Adam Soroca.
Soroca brings an impressive pedigree to the CEO post. Most recently serving as Chief Product Officer at Magnite—the world’s largest independent sell-side advertising platform—Soroca has spent decades at the intersection of media, technology, and programmatic buying. His background includes orchestrating complex product integrations, scaling cross-screen inventory, and navigating the technical complexities of CTV, display, online video, and mobile ecosystems. By tapping Soroca, PebblePost’s leadership signaled that the company’s future lies not just in the mailbox, but across every screen and media format where modern consumers spend their time.
Supporting Context & Metrics: The Mechanics of Soroca’s 90-Day Strategic Plan
Upon taking the helm, Soroca wasted no time establishing his operational priorities. During his first week on the job, he articulated a rigorous three-pronged strategy designed to overhaul PebblePost’s technological infrastructure and market positioning over the next 90 days.
1. Hardening the Purchase Data Graph
At the heart of PebblePost’s value proposition is its proprietary database, often referred to as the purchase data graph. Unlike generic demographic profiles or probabilistic audience segments, PebblePost’s graph is built on real-time, transaction-based intent data.
Soroca’s immediate priority is to harden, expand, and optimize this underlying database. In an era where data quality dictates performance, ensuring the integrity, scale, and freshness of this graph is paramount. By strengthening the foundation, Soroca aims to provide brands with higher fidelity insights into consumer intent, ensuring that downstream marketing activations—whether physical or digital—are rooted in verifiable consumer behavior rather than guesswork.
2. Expanding Beyond Direct Mail into CTV, Display, and Audio
The most disruptive element of Soroca’s strategy is the deliberate expansion of PebblePost’s delivery mechanisms beyond the physical mailbox. While direct mail will remain a core pillar of the business, the company is actively building bridges to digital and audio channels.
Specifically, Soroca plans to extend PebblePost’s performance marketing capabilities into Connected TV (CTV), display advertising, mobile app environments, and audio channels. This omnichannel pivot directly mirrors the executive’s extensive professional background.
"That is an asset that I’m bringing to the table," Soroca noted during his initial briefings, "which is a very deep experience on how to build and scale omni-channel buying across CTV, display, online video, mobile app, and audio."
By leveraging his expertise from Magnite, Soroca is uniquely positioned to translate PebblePost’s offline intent signals into digital programmatic bids. This means a brand could theoretically use PebblePost’s purchase data graph to trigger a physical catalog and serve a synchronized CTV ad or mobile display banner to the exact same household, creating a cohesive, cross-channel attribution loop.
3. The Corporate Rebrand
To reflect this fundamental evolution from a direct mail specialist to an omnichannel performance platform, PebblePost is preparing for a comprehensive corporate rebrand. Rebranding a B2B martech firm is a delicate balancing act: the company must shed legacy perceptions that box it into a single-channel category while retaining the brand equity and trust it has spent over a decade building with enterprise retail and D2C clients.
Soroca’s leadership team will be tasked with messaging this transition clearly to the market. The rebrand will serve as a visual and strategic marker of the company’s metamorphosis, signaling to media buyers, agencies, and brand marketers that PebblePost is now a holistic partner for multi-channel campaign execution.
Official Statements and Industry Implications
The announcement of Soroca’s appointment has sent ripples through the martech and adtech communities, prompting commentary from industry analysts, brand executives, and the incoming CEO himself.
Adam Soroca on the Vision Ahead
In his first official statements as CEO, Soroca emphasized the necessity of meeting consumers where they are, noting that modern purchasing journeys are non-linear and distributed across a multitude of devices and physical touchpoints.
"The modern consumer does not operate in silos, and neither should performance marketing," Soroca stated. "PebblePost has built an extraordinary engine anchored in real-world purchase intent. My goal is to take that powerful data asset and operationalize it across the entire digital and physical media landscape. We are not abandoning our roots in direct mail; rather, we are supercharging them by connecting the mailbox to the living room screen, the mobile device, and the audio stream."
Market Reaction and Industry Analysis
Independent adtech consultants have praised the appointment, viewing it as a pragmatic acknowledgement of broader macroeconomic and technological trends. As third-party cookies crumble and signal loss plagues digital-only campaigns, marketers are actively seeking deterministic identity solutions that span both online and offline worlds.
Industry observers note that supply-side veterans like Soroca possess the exact technical acumen required to navigate modern programmatic protocols, header bidding, and supply path optimization (SPO). Bringing this level of programmatic sophistication to a company with deep physical media roots creates a compelling hybrid value proposition that few competitors can replicate.
Future Outlook: Navigating the Omnichannel Frontier
As Adam Soroca settles into his role and executes his 90-day plan, PebblePost faces both immense opportunities and complex challenges.
The Convergence of Physical and Digital Media
The holy grail for modern performance marketers is unified measurement and attribution. Historically, direct mail operated in a separate reporting silo from digital display or CTV campaigns, making it difficult for brands to calculate true omnichannel return on ad spend (ROAS).
By unifying these disparate formats under a single data graph, PebblePost is positioning itself at the vanguard of the omnichannel revolution. If Soroca successfully executes his vision, brands will be able to orchestrate seamless campaigns where a consumer’s digital interactions instantly inform their physical mailbox deliveries, and vice-versa, all tracked through a unified dashboard.
Overcoming Competitive Hurdles
However, the path forward is not without hurdles. The omnichannel advertising space is fiercely competitive, crowded with established Customer Data Platforms (CDPs), identity resolution networks, and massive demand-side platforms (DSPs) attempting similar cross-channel integrations. To win, PebblePost must prove that its proprietary purchase data graph offers superior performance and attribution accuracy compared to generic audience segments available on open exchanges.
Furthermore, managing a comprehensive corporate rebrand while simultaneously overhauling the underlying product infrastructure requires meticulous organizational execution. Soroca will need to lean heavily on his product management expertise to keep engineering, sales, and marketing teams aligned during this transitional phase.
Conclusion
PebblePost’s appointment of Adam Soroca as CEO is more than a standard executive swap—it is a clear declaration of intent. By bringing in a seasoned programmatic and supply-side leader to steer the ship, the company is signaling that its future is unbound by the physical boundaries of the mailbox.
As the first 90 days of Soroca’s tenure unfold, the industry will be watching closely to see how effectively the firm hardens its data graph, rolls out its multi-channel capabilities across CTV, display, and audio, and executes its strategic rebrand. If successful, PebblePost will not only redefine its own corporate identity but also establish a new benchmark for how physical and digital performance marketing can converge in a privacy-first, omnichannel world.
