SQREEM Technologies Names Robert Gilby Group CEO

Leadership Transition Signals Bold Expansion Phase for AI Adtech Pioneer

SQREEM Technologies has appointed Robert Gilby as Group CEO, marking a pivotal moment for the AI-driven^✦ advertising technology firm. The appointment, effective immediately, sees Gilby succeed co-founder Ian Chapman-Banks as the company positions itself for aggressive global expansion following a series of strategic acquisitions.

Gilby brings over three decades of leadership experience across media, advertising, technology, and data sectors. His extensive background includes senior roles as APAC CEO of dentsu and president of Asia Pacific at Nielsen, with proven expertise in scaling complex businesses across diverse Asia-Pacific and EMEA markets.

Strategic Acquisitions Fuel Growth Ambitions

SQREEM's recent acquisition spree demonstrates clear strategic intent to enhance capabilities and market reach. The integration of TotallyAwesome, a Singapore-based contextual digital advertising platform focused on youth and family audiences across APAC, represents a particularly significant move. This acquisition combines TotallyAwesome's extensive reach to hundreds of millions of users with SQREEM's advanced AI capabilities.

The company also strengthened its programmatic offerings through the acquisition of Melbourne-based Trade Indy in March 2024, alongside earlier additions including Gamma SSP. These moves position SQREEM as a comprehensive AI-driven adtech group with global ambitions, particularly as Southeast Asia's AI startup boom hits record heights.

"SQREEM is at an important inflection point. Our market-leading technology platform is driving expanded global partnership and market opportunities. Gilby brings deep global leadership experience, commercial discipline, and a proven ability to scale complex businesses - making him the right leader for our ambitious next chapter." Rene Raiss, Co-founder, Chairman, and Chief Technology Officer, SQREEM Technologies

AI-Driven Intent Recognition Becomes Market Differentiator

SQREEM positions itself as a foundational AI and digital behaviour aggregation platform, automating significant portions of the digital marketing ecosystem^✦. The company's core focus centres on cookie-free, intent-based audience targeting, a crucial capability as the industry moves away from traditional tracking methods.

This approach becomes increasingly valuable as businesses navigate complex digital consumer interactions. The convergence of marketing, media, and technology demands sophisticated audience intelligence, particularly as four AI technologies continue transforming marketing across the region.

"SQREEM's proprietary Foundational AI model is a powerful engine enabling innovative^✦ client and partner growth, by providing behavioural intelligence to make sense of complex signals in an algorithmic era. I'm excited to work alongside Raiss, the leadership team, and the broader organisation to scale the business, deepen customer impact, and accelerate growth in 2026 and beyond." Robert Gilby, Group CEO, SQREEM Technologies

The emphasis on understanding genuine human intent represents a significant departure from superficial metrics-driven approaches. This focus becomes particularly relevant as AI transformation continues failing for many organisations, highlighting the importance of strategic leadership in successful AI adoption.

Market Positioning in Evolving Adtech Landscape

Gilby's appointment comes at a crucial time for the adtech industry, as traditional advertising models face disruption from AI-driven solutions. His extensive experience leading major media and advertising organisations across Asia-Pacific positions him well to navigate this complex landscape.

The timing aligns with broader industry trends, including the growing importance of contextual advertising and privacy-first solutions. Companies are increasingly seeking platforms that can deliver accurate audience insights without relying on invasive tracking methods, creating significant opportunities for SQREEM's AI-driven approach.

Key strategic priorities under Gilby's leadership include:

• Expanding global partnerships and market opportunities through the company's foundational AI platform
• Scaling operations across multiple regions while maintaining commercial discipline
• Deepening customer impact through enhanced behavioural intelligence capabilities
• Accelerating growth initiatives throughout 2026 and beyond
• Integrating recent acquisitions to create a comprehensive adtech offering

What makes SQREEM's AI approach different from competitors?

SQREEM focuses on cookie-free, intent-based audience targeting using proprietary foundational AI models. This approach emphasises understanding genuine human intent rather than relying on superficial metrics or invasive tracking methods.

How do SQREEM's recent acquisitions strengthen its market position?

The acquisitions of TotallyAwesome, Trade Indy, and Gamma SSP create a comprehensive adtech platform combining youth and family marketing expertise, programmatic capabilities, and global supply integration under one AI-driven umbrella.

What experience does Robert Gilby bring to the CEO role?

Gilby has over 30 years of leadership experience across media, advertising, technology, and data sectors, including senior roles as APAC CEO of dentsu and president of Asia Pacific at Nielsen.

Why is intent-based targeting becoming more important in digital advertising?

As privacy regulations tighten and cookie-based tracking becomes less viable, intent-based targeting offers a more sustainable and ethical approach to understanding consumer behaviour while delivering effective advertising results.

What are SQREEM's growth priorities under new leadership?

Key priorities include expanding global partnerships, scaling operations with commercial discipline, deepening customer impact through enhanced AI capabilities, and accelerating growth initiatives throughout 2026 and beyond.