12 Nov 2026
AI Agents Reshape Shopper Relationships
New research from McKinsey and Optimove shows a significant shift toward AI-driven shopping and purchasing. According to McKinsey, 72% of U.S.
Read analysis & takevia martech.org
polarisfactor is a boutique consulting firm. Advertising Technology is our focus.
Our clients include technology companies (AdTech, MarTech), ad & subscription-based platforms (publishing houses, casual gaming apps, streaming services, digital entertainment, telcos, broadcasters), and private equity firms (buy & build strategy).
Who we work with
Advisory FocusTechnology Companies (AdTech & MarTech)
→Solution architecture, product & project management, fractional leadership, and go-to-market across DACH and Europe.
Ad & Subscription-Based Platforms
→Publishing houses, casual gaming apps, streaming services (CTV), digital entertainment, telcos, and broadcasters.
Private Equity & Corporate M&A
→Buy-and-build strategy, target identification, commercial & technical due diligence, and post-merger integration.
How we support our clients.
From custom AdTech architecture and fractional leadership to monetization, go-to-market, and M&A due diligence—we work hands-on with your team.
Technology Consulting & Architecture
Custom AdTech and MarTech stacks, platform integration, API management, and scalable solution architecture.
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Fractional Leadership & Interim Management
Experienced C-level and VP-level interim leadership to build new business units, guide product & commercial teams, and drive transitions.
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Next-Generation Ad Monetization
Yield optimization, header bidding, AI-driven and cookieless advertising strategies, commerce media, and user acquisition.
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Product & Project Management
Full product lifecycle management, technical project execution, and agile process optimization across cross-functional teams.
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Go-to-Market Services
Market analysis, product positioning, and tailored go-to-market strategies for DACH and European market entry.
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M&A & Due Diligence Services
Target identification, commercial, product, and technical due diligence, and post-merger integration in AdTech and MarTech.
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Market Signals from Polaris7.
Recent developments, M&A activity, and industry news tracked by our research platform polaris7.io.
11 Nov 2026
Ippen Brands Lose Massive Traffic in October 2026
According to Similarweb data for October 2026, several German online media brands owned by Ippen Digital experienced significant traffic declines. Ruhr 24 dropped 30.7%, Frankfurter Rundschau 30.1%, and Merkur.de 17.5%, the latter falling to 45.42 million visits, its lowest in 13 months.
Read analysis & takevia Meedia
11 Nov 2026
Welcome to the B2A Economy: AI Agents as Customers
The article discusses the rise of AI agents as the primary users of the internet, shifting from human to agent-driven traffic. It highlights that agents now generate over half of new articles and most code, and AI-referred consumer traffic shows higher engagement.
Read analysis & takevia a16z
10 Nov 2026
EU Digital Fairness Act targets dark patterns and subscriptions
The European Commission has proposed the Digital Fairness Act (DFA), a comprehensive consumer protection reform that bans dark patterns, simplifies subscription cancellations, and regulates dynamic pricing and AI agents. It requires human customer service options and restricts personalized ads to minors.
Read analysis & takevia t3n
The Commerce CTV & Shoppable Ads Playbook.
Connected TV is growing from a pure reach medium into a measurable performance and commerce channel. Our 60-page guide looks at how broadcasters, streaming platforms, and brands connect CTV with retail media and interactive formats.
Leadership & Expertise.
polarisfactor is led by Marco Klimkeit and Ghanem Awn. With more than 20 years of experience in building and scaling AdTech and MarTech companies—including founding and scaling Yieldlab into one of Europe’s leading SSP platforms—we combine deep market insight with hands-on execution.
Marco Klimkeit
Founder & Managing PartnerMarco is a serial entrepreneur and strategic advisor in the digital advertising industry. As founder and former CEO of Yieldlab (Virtual Minds – acquired by ProSiebenSat.1 SE), he helped shape the European programmatic ecosystem and today advises media companies, platforms, and investors on strategy, product innovation, and M&A.
Ghanem Awn
Managing PartnerGhanem is an expert in digital advertising and platform growth with over two decades of experience at the intersection of media and technology. Before polarisfactor, he served as COO of Yieldlab and played a key role in scaling it into one of Europe’s most successful SSP platforms, supporting broadcasters, publishers, and investors in AdTech strategy, go-to-market models, and partnerships.
Articles & perspectives.
24 Sep 2025
AdTech Consolidation at Scale: Novacap Acquires Integral Ad Science for US$1.9B
Private equity firm Novacap takes ad verification leader Integral Ad Science (IAS) private for US$1.9 billion—signaling a new wave of PE-backed AdTech consolidation and AI-driven platform roll-ups.
14 Apr 2025
AdTech Due Diligence: 5 Red Flags Every Investor Should Know
Why not every fast-growing AdTech platform is a safe M&A bet: an operator-led breakdown of the five most critical technical, commercial, and regulatory red flags in digital advertising due diligence.
14 May 2025
Apple Ads: The Quiet Rise of a New Advertising Giant
As mobile search dynamics shift and Apple Intelligence reshapes on-device discovery, Apple is quietly assembling the pieces of a privacy-native, multi-billion-dollar advertising ecosystem.
Let’s talk about your project.
Have a question about an upcoming transaction, your current ad stack, or a new monetization initiative? Feel free to reach out for a conversation.