AdAdapted names senior VP of marketing

ANN ARBOR–The advertising technology provider AdAdapted has appointed Matthew Kates as senior vice president of marketing.

Kates’ role will be to ensure both short and long-term growth for AdAdapted through messaging, communications, and product innovation so the company can continue delivering against aggressive growth goals while also providing exceptional results to its customers.

A consumer goods industry veteran of nearly 25 years, Kates brings a diverse history with experience in brand management, media, promotion and loyalty.

“Matt brings a wealth of knowledge and experience to the SVP of marketing position,” said Molly McFarland, co-founder and chief revenue officer, AdAdapted. “As we continue to grow, we aim to innovate to create an even stronger solution for CPGs and retailers. Matt joining the team represents our continued commitment to strategically invest in the company’s future and provide the most innovative solutions to our customers.”

Prior to joining AdAdapted, Kates was senior vice president of marketing and strategy for Clarus Commerce, overseeing strategic planning, concept development, program design, and analytics of the company’s various platforms to create optimal loyalty and promotion programs.

“AdAdapted has a powerful and differentiated marketing solution that delivers valuable results to its CPG brands, agencies and retailers,” said Kates. “I look forward to spearheading continued growth for the company and in turn helping customers increase consumer purchase intent.”

AdAdapted saw significant growth in 2022 and created the senior vice president of marketing position to continue that growth into the future. In this role, Kates will report directly to McFarland. He will be responsible for leading the marketing team and scaling the organization through marketing technology, content and product innovation. More at

AdAdapted’s offerings for consumer packaged goods brands, agencies and retailers range from managed-service to self-service and SaaS solutions, shopping list to eCommerce, video to display. With more than 110 million U.S. shoppers using mobile devices for their grocery lists, AdAdapted has built a distinct audience and ad offering that uses intent-based targeting, providing the easiest, most efficient way to reach active verified shoppers — exactly when they decide what to buy.

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