Knower Tech Taps Prebid Veteran Racic to Lead New Data Curation Platform for Both Sides of the Trade

Ad-tech firm Knower Tech has recruited Prebid.org's Bojan Racic to head a fresh data curation offering designed to serve both advertisers and publishers, signaling growing industry investment in curated supply.

The Hire

Knower Tech has brought on Bojan Racic, formerly a key figure at Prebid.org, to lead a newly built data curation product aimed at both the buy and sell sides of programmatic advertising, according to reporting from Digiday. Racic's background in open-source header bidding infrastructure positions him as a credible architect for a curation layer that sits between data owners and media buyers.

What the Product Aims to Do

The curation offering is structured to let advertisers access more precisely targeted inventory while simultaneously giving publishers and data owners a cleaner route to monetizing their audience assets. Rather than relying solely on traditional audience segments pushed through a demand-side platform, curated deals bundle targeting signals directly into private marketplace or preferred deal structures — a model that has gained traction as third-party cookie deprecation reshapes programmatic buying.

Retail Media Relevance

For retail media networks, data curation represents a meaningful distribution channel. Retailers sitting on first-party shopper data can package that data into curated deals and make it accessible to off-site buyers without relinquishing control of the underlying data. As more retail media operators look beyond their own owned-and-operated properties, curation infrastructure becomes a critical piece of the monetization stack.

Why It Matters

The appointment of a recognized open-web standards figure to lead a commercial curation product reflects how quickly data curation has moved from a niche tactic to a strategic priority across the programmatic supply chain. For retail media networks evaluating how to extend first-party data reach off-site, vendor-level moves like this one shape the tooling landscape they will eventually choose from. Competition among curation platforms is intensifying, and hires with deep buy- and sell-side credibility will increasingly differentiate providers in a crowded market.