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Bastiaan Heerkens

Sales, ad ops and engineering each tune their own system. Revenue pays for the gaps.

I'm an independent, vendor-agnostic advisor for media companies, saleshouses, agencies and platforms. I look at the commercial and the technical side of the same problem, and work alongside your team from first diagnosis until it runs.

In AdTech since 2005, on the publisher, broadcaster and agency side.

Tell me where it stalls See services

A first conversation: 30 minutes, no cost, in confidence.

ExampleOne inventory, every route, your business rules

One break, six slots. Switch to see what changes when your systems decide together.

What you sell

IOPG
PMPOpen auction
Agentic buying
Partner shareResale

Your AdTech

Ad server
pacingcompetitive separation
SSP
floorsbrand safety
Agent interface
pricerules not synced
Partners & resellers
partner sharesame supply, two paths

What airs: one break, six slots, first in break is the premium spot

Each system fills its own share. The ad server puts IO first although it is ahead of plan. A reseller offers the same slot as your own SSP, and one agent buy runs on rules the other systems never shared with it.

Business rules
Revenue
Baseline
IO and PG
On plan
Shared rules
Not synced

Illustration, not a client result.

Three ways in, depending on where you stand

Most engagements start with an audit. Some go straight to a track or an interim role.

Audit

Know where you stand

Traffic holds, revenue doesn't. Is it demand, setup or the partner?

  • Commercial and technical review of your monetization
  • Stack, vendors and partner contracts
  • KPIs across channels
Scope
Fixed, agreed up front
You get
The decisions in front of you, in order of impact
More on audits
Advisory track

From revenue model to architecture

IO, PG, PMP, open auction and now agentic buying. Which route gets which inventory?

  • Revenue model and buying routes
  • Architecture and vendor selection
  • Data, consent and privacy-first targeting
  • New media such as CTV and FAST
Scope
One question, worked through over weeks or months
You get
A model, an architecture or a vendor choice, with the trade-offs on paper
More on advisory tracks
Interim

From plan to running

A migration is planned. Who decides when revenue and the timeline pull apart?

  • Leading migrations and rollouts
  • Interim leadership in AdTech or monetization
  • Coaching your team
Scope
A lead role for a set period
You get
Your team runs it, and the hand-over is part of the job
More on interim work

Questions I hear

  • Publishers

    Is your ad network or platform still the right one, and what would a switch cost?

  • Broadcasters

    Linear, BVOD and addressable all sell the same audience. Who decides which inventory goes where?

  • Saleshouses

    You sell for several publishers, each with its own stack. Who turns that into one package buyers can trust?

  • Agencies

    Curation, supply paths and agentic buying arrive at once. Which do you build, and which do you buy?

  • Platforms

    A deal is signed. Can onboarding deliver what was scoped?

For monetization platforms

Bastiaan Heerkens

Background

I have worked on the publisher, broadcaster and agency side, so I see quickly whose interest sits where

Before AdExcelerate: DQ&A, Sanoma Media Group, RTL Nederland, GroupM / Xaxis and Rakuten TV.

See where I have worked

Tell me where it stalls

A first conversation takes 30 minutes, at no cost and in confidence. Send me a few lines on where it stalls, and we find a time that works. After that call you know whether an audit, a track or interim help fits.

bastiaan.heerkens@adexcelerate.com
Email me