This article was originally published on ExchangeWire.
Adnami, the leading attention-first AdTech company, announces the appointment of Frederic Layer as Managing Director, France. This move reinforces the company’s commitment to the French market, where it already has an established local team, and accelerates its international growth strategy.
With over 20 years of experience across the advertising and AdTech ecosystem, including agencies, publishers, and global technology platforms, Frederic has led growth strategies, partnerships, and international expansions. Known for combining strategic vision with hands-on execution, he transforms complex ecosystems into sustainable growth engines.
Adnami already has a strong footprint in France, working with premium publishers, leading agencies, and top international brands. Frederic’s appointment strengthens the team and deepens relationships with key French media players. He will oversee the integration of Adnami’s high impact formats, predictive attention measurement technology Sonar, and its innovative Agentic Curation solution, ensuring measurable results for clients across France.
Carl Soderblom, COO of Adnami, shares: “Frederic brings outstanding experience and energy. His appointment confirms our investment in the French market and our commitment to supporting both high-quality local publishers and international brands running attention-first campaigns in France, across Europe, and beyond.”
Commenting on his appointment, Frederic Layer says: “Adnami stands at a pivotal moment for the industry. As programmatic matures, performance conversations are shifting from pure reach to attention and measurable brand impact. Adnami has built a technology that aligns precisely with that evolution - combining high impact formats, curated environments and agentic supply optimisation around real attention signals.
What makes it compelling is not just the product, but the strategic clarity: elevating attention from a metric to a core driver of media effectiveness. I’m excited to contribute to the next stage of Adnami’s international journey, building strong local ecosystems in France while supporting global expansion with structure, discipline and long-term positioning.”
Adnami’s technology stack combines high impact display and video formats, predictive attention measurement through Sonar, and agentic optimisation to help advertisers, agencies, and publishers maximise media effectiveness across the open internet. Adnami’s differentiation lies in its innovation. Agentic Curation is not just a tool - it represents a fundamental shift in how attention actively drives media investment. By bundling multi-publisher deals into self-optimising packages, it enables brands to allocate media spend toward environments where attention is greatest, turning attention from a metric into a strategic driver of campaign performance.
With offices across Europe and a rapidly growing international footprint, Adnami continues to invest in local leadership to ensure strong market execution. The company is advancing its mission to make the open internet a better ecosystem for all. By delivering attention-grabbing campaigns in premium environments, Adnami drives meaningful results for publishers, advertisers, and audiences alike.
For more information, contact Frédéric Layer at frederic.layer@adnami.io or Carl Soderblom at carl@adnami.io