Markus Bäckström Email & Phone Number

Helsinki, Fi

The NinaData buying intent platform is a real-time contextual data platform for driving in-moment online results for brands. Using purpose-built AI for semantic analysis of text, video and images, NinaData builds sustainable data value and insights for brands and content owners.NinaData’s platform uses state-of-the-art AI, NLP and finely tuned language models to achieve a high level of understanding of any web page’s intent. This allows the semantic-based platform to optimize the buying of ad inventory by matching URLs to a viewer’s predicted intent based on page-level context. This in turn allows advertisers, ad agencies and marketplaces to precisely target ads with 90+% accuracy without using browser cookies or any other form of personal identifiers. The result is a privacy-friendly, end-to-end platform that provides clients with a publisher-independent web crawler, an application layer, campaign management and an analytics layer.The technology is accessible either via platform-to-platform integration for a continuous real-time setup operating through APIs, or via a graphical self-serve user interface . The UI allows interactive definition of the targeting needs, as well as the downloading of the results or uploading to another platform.Responsibilities:Create data partnerships with SSP platforms as part of their curated inventory offeringsManage contextual PMP operations teamIdentify new inventory opportunities and develop new data partnerships with publishersManage negotiations of partnership terms and contracts

Helsinki, Southern Finland, Fi

Thirdpresence is a global marketplace for programmatic online advertising. We bring together publishers and advertisers to find the best ad inventory for any display, video or audio campaign. Inventory is available across desktop, mobile web, in-app and CTV devices from all verticals either as open market buys or PMPs.Responsibilities:P&L ownership of the marketplace businessManage marketplace operations teamDevelop demand-side relationships with DSPs, SSPs and direct advertisersIdentify new inventory opportunities and create new partnerships with publishersManage negotiations of partnership terms and contracts Develop new data integrations for publishers with partners such as Liveramp and BritepoolFollow industry trends to identify new growth opportunities

Stockholm, Stockholm County, Se

Executive team member with end-to-end business responsibility for the advertising business area of Flowplayer.Thirdpresence acquired Flowplayer in February 2019 and the new entity adopted the name Flowplayer.Flowplayer is the leading on-line video player and video publishing solution deployed on 600k+ sites and apps globally.

Built and maintained the company's product roadmap for the programmatic video advertising market, focusing on the mobile app ecosystem:-Supply-side functionality and business processes (app inventory on-boarding, pricing, reporting)-Demand-side media product (targeting, KPIs) and product marketing functionWorked with stakeholders to prioritise and make sure that technology development is aligned with the roadmap and customer requirements.Responsible for communicating the roadmap to sales and operations.Managed partner integrations with 50+ supply- and demand-side technology platforms (SSPs, DSPs).Worked with business partners globally to scale the programmatic trading business. Achieved 100% year-over-year revenue growth.

Led the company through a business transformation from broadcast mobile TV software development to over-the-top video publishing and video ad delivery, with a focus on media companies and online advertisers.Created a new business plan, strategy and product offering.Designed an online sales and marketing process which allowed "touchless" conversions of high-ARPU B2B customers, using SEO/SEM and inbound marketing tools, online payment (credit card) providers and conversion optimization tools.Reached profitability after two years. Customers included major international TV broadcasters, media agencies/advertisers and online video publishers.Raised funding from prominent business angels and institutional investors to accelerate the growth of the company.

Co-founded the company in 2007. Raised seed funding round from private and institutional investors. Led the company from initial idea to commercial launch of first DVB-H mobile TV broadcast products.Helped create overall strategy, product roadmap, business model, marketing plan and go to market strategy.Created business plan for TEKES NIY (Young Innovative Companies) funding, which was granted in 2008.The company launched the world's first DVB-H interactive services platform at the IBC trade show in 2007, with commercial deployments in APAC and Middle-East markets starting in 2008.

Helsinki, Uusimaa, Fi

Responsible for setting up a new business unit and the operations required to broadcast live interactive television, on average 200 hours monthly on a national TV channel.Launch process included hiring thirty people, planning of work schedules, negotiating a lease contract for studio facilities, sourcing and integration of SMS gateway and IVR services and deployment of a high-reliability technical infrastructure.The business unit grew from zero to almost 1M€ annual revenue within six months. Full P/L responsibility also for the content business unit of RedLynx, at which time the two BUs were merged into one entity, TV & Media Business.Responsible for developing the company’s first key processes that enabled us to more efficiently address the growing demand for products and the partner management globally.Actively involved with the sales of interactive TV formats to the Middle East, South-East Asian, European and Russian broadcaster markets.Participated in the process for successfully closing the company’s first round of venture capital financing, the deal was closed with 3i in February 2006.

Stockholm, Stockholm, Se

Member of the founding team at the company's Helsinki office.Led projects and engagements for international telecom, media and high-tech companies in Europe.Key projects:-CRM loyalty program development for a Nordic telecom operator-B2B CRM business requirements analysis project for a betting & gaming operator-Global loyalty program re-design and launch for a Tier 1 telecom OEM client Accomplishments:-Co-founder and leader for Interactive Media consulting practice, responsible for initial business development at the start-up phase of the company -Key account manager for telecom and media sector clients-Presentations at industry seminars & conferences

Helsinki, Uusimaa, Fi

M.Sc., Computer Science, Telecommunications, Industrial Economics

Elisa Communications Executive Training Programme, Marketing, Finance, Strategy

Lieutenant, Coastal Artillery