Affle Taps AdTech Veteran Sondhi for North American Growth Offensive

GURUGRAM, India – January 02, 2026 – Global technology company Affle has announced a significant strategic move to bolster its presence in developed markets, appointing adtech industry veteran Sameer Sondhi as its new Chief Executive Officer for North America and Chief Strategic Investments Officer. The dual-role appointment is a clear signal of Affle's aggressive intent to accelerate both organic growth and strategic acquisitions in the highly competitive North American mobile advertising landscape.

Sondhi's appointment is directly tied to the company's ambitious '3i vision'—centered on Innovation, Impact, and Intelligence—which aims to deliver 10x growth in its third decade. By placing a leader with a strong track record in scaling revenue and executing M&A at the helm of its North American operations, the AI-powered consumer intelligence firm is positioning itself for a new phase of expansion.

A Veteran's Playbook for a New Frontier

Sameer Sondhi brings over two decades of leadership experience in digital and mobile advertising, with a distinguished career built on driving growth in mature, high-value markets. His background is particularly well-suited to Affle's goals. Most recently, Sondhi served as Co-CEO at Verve Group, where he previously held the position of Chief Revenue Officer. At Verve, he was instrumental in leading global strategy and operations, credited with successfully combining M&A, integrations, and organic growth to build full-stack solutions for both publishers and advertisers.

His tenure at Verve is notable for its focus on responsible, AI-driven advertising and the development of innovative ID-less targeting technologies. This experience is critically relevant as the North American adtech industry grapples with the deprecation of third-party cookies and Apple's privacy-centric changes, forcing a pivot toward new methods of audience engagement.

Prior to Verve, Sondhi held senior leadership roles at InMobi, where he played a key part in the company's expansion across North America, Europe, and Asia. His responsibilities included heading business development and managing premium publisher relationships, giving him a deep, ground-level understanding of the ecosystem Affle aims to penetrate further. His career also includes foundational roles at AdMarvel (Opera Mediaworks) and xAd (now GroundTruth), making him one of the industry's seasoned experts in mobile monetization and advertising.

The '10x Growth' Gambit

The appointment is a cornerstone of Affle's long-term corporate strategy. The company has publicly stated its goal of achieving “10x growth in its third decade,” a bold ambition that necessitates significant expansion beyond its existing strongholds. Sondhi is tasked with turning this vision into a reality in the lucrative North American market.

Commenting on the appointment, Anuj Khanna Sohum, Chairperson, MD & CEO of Affle, emphasized the strategic importance of the move. "Welcoming Sameer as CEO for North America marks a pivotal milestone in our journey and will elevate our business to even greater heights across developed markets," he stated. "He brings proven leadership experience, a deep understanding of our business and credible long-term commitment to our vision and culture. With Sameer's dual role, we are uniquely positioned to reinforce our organic growth momentum in North America while executing targeted strategic investment plan."

The dual mandate is designed to create a powerful synergy. As CEO of North America, Sondhi will focus on organic growth—building out the team, securing key clients, and driving revenue. As Chief Strategic Investments Officer, he will lead the charge on inorganic growth, identifying and executing acquisitions that align with Affle's technology stack and market goals.

In his own statement, Sameer Sondhi expressed his alignment with the company's direction. "I am excited to join Affle at a defining phase in its growth journey," Sondhi said. "Affle's strong foundation in AI-driven consumer intelligence and performance-led advertising provides a strong foundation for scalable, profitable growth. I look forward to working closely with the leadership team, partners and customers to unlock long-term value, as Affle enters its next phase of expansion."

Navigating a Crowded and Shifting Landscape

Affle's intensified push into North America places it in a dynamic and fiercely competitive environment. The market is dominated by tech giants like Google and Meta, alongside powerful programmatic platforms such as The Trade Desk, Magnite, and PubMatic. Furthermore, specialized mobile players like AppLovin and Unity command significant market share, particularly in the mobile gaming and app monetization space.

Success in this market requires more than just capital; it demands technological differentiation and a clear strategy for navigating major industry shifts. Affle's emphasis on its proprietary AI-powered consumer intelligence platform, which leverages advanced generative AI capabilities, is its primary differentiator. The company aims to help advertisers optimize targeting and personalize engagement to maximize return on investment.

The industry-wide pivot to privacy is another critical factor. With the decline of traditional identifiers, the value of platforms that can deliver performance without relying on them has soared. Sondhi's experience with privacy-enhancing technologies at Verve will be invaluable as Affle refines and markets its solutions to North American brands concerned with both performance and compliance.

A Dual Mandate for Market Disruption

The strategic brilliance of Sondhi's dual appointment lies in its two-pronged approach to market entry. While the organic growth strategy focuses on building from the ground up, the M&A mandate allows Affle to acquire technology, talent, and market share rapidly. The adtech industry has a long history of consolidation, and Sondhi's role suggests Affle will be an active participant, not a bystander.

Potential acquisition targets could include companies with unique privacy-preserving technologies, specialized AI or machine learning capabilities, or those with established client relationships in key North American verticals. This inorganic growth strategy, backed by Sondhi’s experience in successfully integrating acquired companies at Verve, could significantly shorten Affle's path to becoming a major force in the region.

By installing a leader with a mandate for both building and buying, Affle is making a clear statement to the market. The company is not just testing the waters in North America; it is launching a coordinated and well-funded offensive designed to capture significant market share and establish itself as a leader in the next generation of AI-driven mobile advertising.