On this episode, we spoke with Max Snow and Frank Portman, the founders of Yobi.

Yobi started in 2019 as a research lab with roots in Princeton’s behavioral science program. From day one, they focused on predicting consumer behavior ethically and with privacy at the forefront—being “born post-GDPR” gave them an early framework to build responsibly.

What stood out in our conversation is how they’ve turned that foundation into one of the most powerful data estates in the market—investing over $100M to partner with enterprises like retailers and banks to assemble unique first- and second-party data. That dataset powers their AI models to rival the walled gardens, particularly in programmatic and CTV, and they’ve built deep partnerships with Microsoft Azure to scale securely and profitably.

Yobi shows what the next generation of ad tech looks like: transparent, data-rich, and aligned with business outcomes, not just media metrics.