BRIDGE Taps Veteran Morgan Jetto to Spearhead Verified Data Ecosystem

NEW YORK, NY – April 21, 2026 – In a strategic move signaling a deeper push into the future of digital advertising, data firm BRIDGE announced today it has appointed industry veteran Morgan Jetto to the newly created role of Executive Vice President, Business Development & Ecosystems. The appointment comes as the advertising world grapples with the deprecation of third-party cookies and a surge in privacy regulations, placing companies that provide verified, privacy-compliant data at the center of a monumental industry shift.

Jetto, who brings nearly two decades of experience from senior roles at Verve Group, Yahoo, and the global media giant GroupM, will be tasked with expanding BRIDGE’s network of strategic partnerships. His mandate is to solidify the company's role as a foundational data layer for agencies, platforms, and the burgeoning field of AI-driven advertising.

"Morgan brings a rare combination of deep industry relationships, strategic vision, and hands-on execution," said Robert Rose, CEO of BRIDGE, in a statement. Rose highlighted the industry's pivot toward verified identity and curated audiences, adding, "Morgan's leadership will help us extend that foundation to every agency, platform, and AI builder who needs it."

The Shifting Sands of Digital Advertising

Jetto’s appointment is not happening in a vacuum. It is a direct response to the seismic shifts transforming the digital marketing landscape. For years, advertisers relied on third-party cookies to track users across the web, build audience profiles, and measure campaign effectiveness. The slow death of these cookies, with Google’s Chrome browser joining Safari and Firefox in phasing them out, has created a significant “signal loss,” forcing the industry to find new, more durable ways to understand and reach consumers.

Compounding this technical challenge is a wave of privacy legislation. Regulations like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) have fundamentally altered the rules of engagement, mandating explicit user consent for data collection and granting consumers greater control over their personal information. As a result, the demand for verified, permission-based data has skyrocketed, with marketers overhauling their data strategies to prioritize first-party data and privacy-by-design principles.

BRIDGE's Bet on Verified Identity

This is the turbulent environment in which BRIDGE has positioned itself as a critical infrastructure provider. The company's core offering is a 'verified people-data layer,' a stark contrast to the often opaque and unreliable data sets of the past. BRIDGE’s value proposition is built on trust and accuracy, a claim backed by independent verification.

For five consecutive years, the company has been ranked #1 for data accuracy by Truthset, an independent firm that audits and scores consumer data. This consistent high performance in attributes like household income and the linkage between emails and mobile IDs provides advertisers with a level of confidence that is increasingly rare. The company’s graph, which it states is audited for SOC2, SOC3, and HIPAA compliance, includes 412.9 million verified consumer and business profiles, forming the backbone for the over 160,000 campaigns it powers annually.

Through its CONNECT platform, BRIDGE enables marketers to activate this verified data across a wide array of channels—from CTV and programmatic digital ads to social media, email, and even direct mail—allowing for a unified and persistent view of the customer without relying on cookies.

Enter Morgan Jetto: The Ecosystem Architect

The creation of Jetto's role as EVP of Business Development & Ecosystems underscores a crucial reality in the new advertising landscape: no single company can go it alone. Success will be defined by the strength and breadth of a company’s integrated network. Jetto's extensive career, which spans media investment at GroupM, global partnerships at Yahoo, and ad-tech leadership at Verve Group, makes him uniquely suited to build this ecosystem.

His experience provides him with a deep understanding of the needs of all key players: the agencies buying media, the platforms executing campaigns, and the tech providers building the tools. His primary mission is to weave BRIDGE's verified data fabric into the operational workflows of these partners, making it the default trusted source for audience targeting and measurement.

"BRIDGE has built something genuinely differentiated — a verified, people-based data foundation the industry urgently needs, and an architecture built for the next generation of agentic audience targeting," Jetto stated. "I'm excited to join at this critical and pivotal moment and help expand the ecosystem of partners, platforms, and clients who can benefit from the differentiated foundation BRIDGE has built— and I'm just getting started."

The Next Frontier: Agentic Targeting and a Competitive Field

Jetto’s mention of “agentic audience targeting” points to the next evolution of the industry, a concept BRIDGE is leaning into with products like its Connect MCP. This refers to the use of sophisticated AI systems, or 'agents,' that can autonomously analyze data, curate audiences, and optimize campaigns in real-time, all within a privacy-compliant framework. As AI becomes more integrated into marketing, the quality of the underlying data becomes paramount. These advanced systems require clean, verified, and permissioned data to function effectively, turning data providers like BRIDGE into essential fuel suppliers for the AI-powered advertising engine of the future.

However, BRIDGE is not the only player vying for this foundational role. The identity resolution market, projected to grow into a nearly $10 billion industry by 2034, is highly competitive. Established giants like LiveRamp, with its expansive data collaboration platform, and Neustar, now part of TransUnion, offer formidable identity solutions of their own. These companies are also aggressively pursuing strategies centered on privacy-centric, post-cookie identity resolution.

By bringing in a seasoned ecosystem builder like Jetto, BRIDGE is making a clear statement about its strategy. The company is betting that technical superiority in data accuracy, combined with a robust and deeply integrated partner network, will be the winning formula. Jetto’s task is to build the bridges that will make the company's verified data not just available, but indispensable to the entire advertising and marketing world.