Closing the Gap: Feyifunmi Adegbembo on building stronger links between advertisers and publishers

Taiwo Okanlawon

Behind every digital ad that appears on a website or app lies a complex system that connects brands with audiences. For many people, this process is invisible, but for professionals like Feyifunmi Adegbembo, it is the heart of modern advertising. His career in adtech has been built on understanding how demand and supply meet, and more importantly, how to make that connection more efficient for both advertisers and publishers.

Adegbembo’s experience spans multiple industries, from fintech and telecommunications to fast-moving consumer goods. In each case, the challenge has been the same: how do you ensure that the right ad reaches the right person at the right time? To answer that, he has mastered the tools and strategies that sit at the center of the demand–supply bridge. “I see myself as a connector. My job is to make sure both sides get real value from the system,” he explained.

At Dochase Adx, he manages ad operations that involve both demand-side platforms and supply-side platforms. By integrating partners like Taboola, Adsterra, and Propeller Ads, he has helped publishers increase their revenue while allowing advertisers to reach highly targeted audiences. His work has consistently reduced costs for brands while improving the returns for publishers, proving that both sides can win when the system is managed effectively.

This balance is not always easy to achieve. Publishers often face issues such as ads failing to display, while advertisers worry about campaigns not meeting key performance indicators. Adegbembo’s role has been to troubleshoot these challenges, optimize campaigns, and keep the ecosystem running smoothly. He has even managed situations where resolving technical issues led to a dramatic reduction in downtime, which significantly boosted client satisfaction. “When both publishers and advertisers are happy, it means the bridge is working as it should,” he said.

What makes his contribution especially important is the growing reliance on programmatic advertising. As more brands turn to automated ad buying, the demand–supply bridge becomes increasingly complex. Adegbembo’s knowledge of artificial intelligence and machine learning allows him to fine-tune campaigns, ensuring ads are not only placed correctly but are also relevant to the people who see them.

His perspective is that adtech is more than just a set of tools. It is a bridge that holds the industry together. Advertisers need publishers to showcase their brands, and publishers need advertisers to stay profitable. Without professionals who understand both sides, the connection becomes weak. “Adtech is the glue that keeps the digital economy moving. Without it, neither side would thrive,” he added.

Looking ahead, he believes the demand–supply bridge will become even more important as digital markets grow in Africa. With more publishers coming online and more brands seeking digital visibility, the need for efficiency and balance will only increase. For Adegbembo, this is not just a career path but a mission to ensure that digital advertising continues to deliver value in a fair and effective way