Mykyta Plastomak is the Chief Growth Officer at Pubcircle, a ground-breaking AdTech platform that is redefining publisher revenue optimization through AI-driven innovations, seamless integrations, and tailored solutions. With a decade of experience in sales and AdTech, including pivotal roles in supply and demand path optimization, Mykyta is at the forefront of transforming the AdTech ecosystem.
With rapid transformations in digital publishing comes new challenges like ad blocking, privacy regulations, and ad fraud redefining how publishers monetize content. In this TechBullion interview, Mykyta talks about the unique strategies Pubcircle employs to empower publishers. From the development of immersive, non-intrusive ad formats to a streamlined Publishers’ Marketplace designed to simplify access to cutting-edge AdTech solutions, Pubcircle is setting a new standard for maximizing revenue and enhancing user experiences. Mykyta also shares insights into the challenges of regional market adaptation, emphasizing the importance of localized strategies and compliance to drive global growth.
Looking ahead, Pubcircle is positioning itself to lead the industry through advancements in AI and emerging advertising formats like connected TV (CTV) and augmented reality (AR). Mykyta’s vision for the future underscores a commitment to trust, innovation, and partnerships, creating an AdTech ecosystem where publishers, advertisers, and users all benefit.
Whether you’re a publisher exploring new monetization avenues or a tech enthusiast intrigued by the future of digital advertising, this interview offers valuable perspectives on the cutting-edge strategies shaping the AdTech industry.
Mykyta Plastomak, Chief Growth Officer at Pubcircle
Please tell us more about yourself and what you do at Pubcircle.
My name is Mykyta Plastomak, and I’ve spent the last decade in sales, with five years focused specifically on AdTech. My journey in this industry began at SmartyAds, where I specialized in business development and partnerships, particularly in supply path optimization (SPO) and demand path optimization (DPO). During my time there, I worked on establishing connections with major players in the AdTech ecosystem, developing SSP products, and creating innovative ad formats and strategies tailored to enhance engagement and performance.
This year, I had the privilege of joining Pubcircle, a global advertising platform, as Chief Growth Officer. My mission here is to expand our publisher network and showcase the innovative strengths of our platform. One of our current projects I’m most passionate about is developing immersive yet non-intrusive ad formats that deliver a seamless user experience while maximizing publisher revenue.
Another key initiative I’m focused on is building a Publishers’ Marketplace. Our vision is to create a one-stop solution where publishers can access and test the majority of existing AdTech solutions without the hassle of registering on multiple platforms or undergoing repeated verification processes. With a single verification, publishers will gain access to best-in-class services from AdTech providers, making the entire process seamless and efficient.
The digital publishing industry has seen rapid changes in recent years, especially in ad revenue generation. What are the biggest challenges publishers face today in maximizing their ad revenue, and how can they adapt to the evolving landscape?
Indeed, the digital publishing world is moving fast, and with that comes a unique set of challenges for publishers trying to maximize their ad revenue.
Still one of the major challenges is ad blocking, which continues to grow in popularity. This directly impacts revenue, as fewer ads are displayed to users. But there’s a way around it — publishers implement alternatives like native advertising or subscription models that offer value to users without disrupting their experience.
Privacy regulations and the phase-out of third-party cookies are shaking things up too. Before Google’s recent decision to maintain third-party cookies in Chrome, Publishers needed to pivot to first-party data strategies and adopt privacy-friendly tools to keep advertisers on board.
Then there’s the issue of channel fragmentation. Audiences are now spread across various platforms—mobile, desktop, social media, connected TV (CTV), and more. To navigate this, publishers need to adopt omnichannel programmatic advertising solutions that ensure seamless ad delivery and maximize engagement across multiple touchpoints.
Ad fraud remains a persistent challenge, costing the industry billions each year. By leveraging fraud detection tools, publishers can ensure transparency and deliver quality traffic to advertisers.
On the other hand, some publishers are available only on a limited number of main SSPs or DSPs, which creates accessibility challenges for smaller brands, agencies, and advertisers. This exclusivity opens the door for fraudsters to exploit gaps in the ecosystem, resulting in invalid traffic (IVT). A practical solution is for publishers to diversify their monetization strategy by working with multiple providers or building their own white-label technology—a trend that’s gaining significant traction in the industry.
Pubcircle has positioned itself as a solution that goes beyond traditional ad networks by optimizing publisher revenue. Can you explain the core functionalities of your platform and what truly sets Pubcircle apart from other ad tech solutions?
At Pubcircle, our mission is to maximize ad revenue for publishers by integrating advanced technologies and tailored solutions. The core functionalities of our platform are built on three foundational pillars:
1) Seamless Integration with Demand Partners: Our Prebid Wrapper allows us to seamlessly rotate over 20 adapters without impacting website loading speed or increasing timeouts. The logic prioritizes adapters with higher fill rates and CPM, while still including all adapters in the auction. This ensures that every adapter has a fair chance to win impressions, maximizing competition and revenue potential. In addition, we offer server-side integration capabilities as an extra source of demand. This diverse approach empowers publishers to attract global demand from a wide range of advertisers, further optimizing their ad revenue.
2) AI-Driven Yield Optimization: Pubcircle leverages cutting-edge AI to analyze billions of data points, enabling publishers to unlock maximum ad revenue potential. By dynamically adjusting ad placements, formats, and pricing in real time, we ensure that every impression is monetized to its fullest value.
3) Curated Monetization Solutions: Pubcircle goes beyond traditional ad networks by offering customized monetization strategies. This includes advanced header bidding technology, robust analytics for demand generation, and bespoke solutions that cater to unique publisher needs, whether they prioritize user experience, fill rates, or revenue growth.
What sets Pubcircle apart is our focus on partnership, adaptability, and unrestricted access to global demand, fostering a competitive yet healthy ecosystem. We don’t just provide tools; we work closely with publishers to tailor strategies to their specific challenges and goals. This client-centric approach makes us stand our from the crowd.
As Pubcircle continues its global expansion, what unique challenges have you encountered in penetrating diverse markets? How do you tailor your strategies to address regional differences in publisher needs and digital advertising dynamics?
Every market comes with its own digital advertising dynamics, regulations, and publisher needs—making a one-size-fits-all approach impossible.
One of the biggest challenges we face is adapting to regional differences in ad demand and user behavior. For instance, in LATAM, mobile-first advertising dominates due to high smartphone usage. Meanwhile, in APAC, video formats and localized content are key to capturing user engagement. To tackle this, we rely on deep market research and local expertise to fine-tune our strategies to match audience preferences and tech trends.
Regulations add another layer of complexity. Europe’s GDPR demands strict data handling, while North America and parts of Asia have varying levels of oversight. Pubcircle addresses these challenges with robust compliance measures and flexible frameworks to meet the unique legal standards of each region.
Our strategy? Go local. We build partnerships and offer tailored solutions that resonate with regional needs. Whether it’s programmatic tools for emerging markets or custom deals with local advertisers, we ensure our platform stays relevant and delivers real impact.
You’ve had an impressive career trajectory leading up to your current role as Chief Growth Officer. Could you share some of the key lessons and experiences that have shaped your approach to driving growth in the AdTech space?
My journey in AdTech has been full of valuable lessons that continue to shape my approach to growth. Here are a couple of my favorites:
- Always Go the Extra Mile: No matter the task, putting in that extra effort can make a world of difference. It’s often the little things that set you apart.
- Seek Out Hidden Opportunities: Non-standard approaches and overlooked opportunities can often lead to the biggest breakthroughs. Keep an eye out for those “hidden gems” others might miss.
- Build and Nurture Your Network: A strong network provides invaluable insights and a solid group of people to brainstorm with. Sharing ideas and plans becomes so much more enriching when you’re surrounded by diverse perspectives.
- Be Your Own Critic—With Balance: There’s always room for improvement, and being self-critical helps you grow. That said, it’s just as important to recognize when to stop and appreciate your progress.
- Curiosity Knows No Bounds: For me, there’s no such thing as “not my business.” I’m always curious about what other departments are doing and strive to get involved in as many projects as I can. It helps me stay informed and connected.
With rapid technological advancements reshaping the AdTech ecosystem, where do you see the industry heading in the next 3-5 years? How does Pubcircle plan to remain at the forefront of these changes?
I believe the adoption of artificial intelligence and machine learning will continue to grow, transforming everything from ad targeting and creative optimization to fraud detection. AI will enable even more granular personalization and real-time adaptability, making ad campaigns more effective and efficient. At Pubcircle, we’re heavily invested in advancing our AI-driven yield optimization technology to stay ahead of this curve and deliver unparalleled results for our partners.
Also, the growth of emerging formats and channels—such as connected TV (CTV), programmatic digital out-of-home (DOOH), and immersive experiences through AR/VR—will open up new opportunities for publishers. These formats will cater to shifting consumer preferences for video content and interactive experiences. To remain at the forefront, we’re exploring integrations with these channels and expanding our solutions to meet the needs of publishers embracing these innovations.
The AdTech industry often grapples with issues like data privacy, ad fraud, and user experience. What are your thoughts on these challenges, and how is Pubcircle addressing them to create a sustainable and efficient ecosystem for its partners?
Data privacy has become a major priority in the industry, especially with stricter regulations like GDPR and CCPA. At Pubcircle, we are committed to respecting user privacy by prioritizing first-party data strategies and leveraging privacy-preserving technologies. Our platform supports secure, compliant data management practices that enable publishers to deliver personalized experiences without compromising user trust.
Ad fraud is another challenge we take seriously. It not only drains revenue but also erodes trust. To combat this, Pubcircle utilizes sophisticated fraud detection and prevention mechanisms and we also use 3rd party MRC-accriditated traffic scanners.
User experience is central to the success of digital advertising. No one likes intrusive or irrelevant ads—they drive audiences away and hurt engagement. Pubcircle helps publishers fine-tune ad formats, placements, and frequency caps to match user preferences. The result? A smoother, more enjoyable browsing experience that keeps audiences coming back.
At the end of the day, our goal is simple: build trust through smart tech and strong collaboration. By tackling these challenges head-on, we’re creating an AdTech ecosystem where everyone—publishers, advertisers, and users—wins.
Given your role as Chief Growth Officer, what strategies do you prioritize to ensure that Pubcircle continues to deliver measurable revenue growth for publishers?
In the monetization business, competition is fierce, so we focus on bringing in publishers who have never worked with Header Bidding before. Many of these publishers rely solely on Google AdSense or alternative, non-ad-based monetization strategies. By educating and supporting these publishers as they transition to Header Bidding technology, we not only expand our network but also generate measurable revenue growth for both them and Pubcircle.
As a relatively young project, Pubcircle is built on a foundation of adaptability and meticulous attention to detail. We’re confident this approach will drive consistent growth and allow us to showcase new success stories as early as 2025.
As someone who leads growth initiatives in a fast-paced tech industry, how do you stay ahead of the curve? What advice would you give to other leaders looking to innovate and drive growth in their respective fields?
Staying ahead in a dynamic industry like AdTech requires a proactive and adaptable mindset. Here are some principles I follow:
1) Be a Pioneer in Adopting New Standards: Staying competitive means being quick to embrace innovation. For instance, we make it a priority to implement the latest technical updates from organizations like the IAB and Prebid. The IAB Tech Lab consistently rolls out updates and features, and as a young, agile project, we leverage our flexibility to adopt these faster than most players in the market. It’s a key advantage that keeps us competitive.
2) Embrace Experimentation—Mistakes Included: Innovation thrives on trying new things, even if it means failing occasionally. In such a competitive industry, experimenting is essential to uncovering fresh opportunities. While some ideas don’t pan out, others bring unexpectedly brilliant results that can redefine our edge.
3) Treat Partners Like Friends: Mutual respect and attentiveness go a long way. Your partners—like your closest friends—can point out what truly matters, helping you focus on the right priorities. After all, who better than a trusted ally to want to see you succeed and to share in that success?
For leaders looking to innovate and drive growth, my advice is simple: stay curious, stay connected, and never shy away from taking calculated risks. These strategies not only help you stay ahead but also foster a culture of collaboration and creativity within your team.
