OUR HISTORY

Pioneers Then. Powering Publisher Growth Now.

Adapex has been a leader in digital advertising since the early days of programmatic, founded by industry pioneers with a shared mission: to help publishers unlock their full monetization potential.

From day one, we’ve prioritized innovation, performance, and exceptional service. We take a customized approach with every publisher partner and never rely on a set-it-and-forget-it approach. We are a true extension of your team.

Today, our team of ad tech experts continues to push boundaries in programmatic monetization, data activation, and privacy-first identity solutions. Backed by the Datrix Group’s AI-powered technology, we deliver real-time tools that increase revenue, optimize yield, and future-proof publisher growth.

Our proprietary Data Refinery enhances RPMs by enriching your first-party data, enabling smarter, more precise ad targeting and helping ensure your ads reach the right audience, at the right moment and at the right time.

Under the leadership of CEO Raquel Rosenthal, the Adapex team is working to accelerate product innovation across the M4 Tech Suite™, including our proprietary Merlin wrapper and optimization engine. With a hands-on approach and a focus on measurable results, Adapex is the trusted monetization partner for hundreds of publishers navigating today’s fast-changing digital landscape.

The Adapex timeline

2015

Early days

Recognizing the potential of the burgeoning internet, Debra Fleenor founds Adapex.

2015-2018

Pioneering years

Adapex introduces groundbreaking ad solutions, setting new industry standards.

2019-2020

Revolutionizing Monetization

M4 Tech Suite™ the first plug-and-play solution to offer sophisticated header bidder wrapper, analytics, and real time data.

2021

Evolution of Cookieless Tech

Adapex adds identity and data connector to tech suite to advance cookieless targeting. M4 Tech Suite™ cited with multiple industry recognitions for cutting edge solution to take publishers into cookieless future.

2021

Datrix Acquisition

Marking a significant milestone, Datrix acquires Adapex further solidifying Adapex’s position as a leader in the industry and expanding its technological capabilities in AI solutions.

2022

AI Revolution and Data Monetization

Embracing the power of artificial intelligence, Adapex integrates advanced AI and data solutions, ensuring clients stay ahead of the curve in an ever-evolving digital landscape.

2023

Recognition

Adapex is recognized by Deloitte as one of North America's fastest-growing companies and is proudly listed on the Inc 5000 in 2021. Additional recognition for sell-side technology from Admonsters, Digiday and Adexchanger.

2024

Data and Identity

With a legacy of innovation, Adapex continues to lead, explore, and shape the future of ad tech.

2025

Strengthen and Scale

Adapex names new CEO Raquel Rosenthal to champion growth and client results.

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Our Mission

Our mission is unwavering: to leverage the transformative power of ad technology to foster connections, drive growth, and create value for our clients. We are not just about numbers; we are about pioneering solutions, creating stories, and shaping the future of the industry.

Our unwavering commitment lies in upholding the integrity of the content ecosystem and empowering independent publishers to flourish within the ever-evolving media landscape.

Empowerment at  Our Core

From the outset, Adapex has championed a culture of empowerment. Our remote-first work approach, a decision rooted in our commitment to work-life balance, has set us apart. We believe in creating an environment where every team member, especially working parents, can thrive and contribute to our shared vision.

Championing Diversity

Diversity and inclusion are pillars of our success. With a team that boasts a 55% female workforce, we are a shining example of what is possible when diverse voices are given a platform. We actively advocate for broader representation in the tech industry and are committed to ensuring that every voice is heard.