Sigma Software Appointed to Key Leadership Roles in Prebid Task Forces for 2026

Since 2024, when Sigma Software entered the Leadership Membership of Prebid, a global coalition of publishers, advertisers, and technology innovators who are steadfast in progressing open-source header bidding technologies, we have been eagerly contributing to driving innovation, promoting transparency, and creating more efficient ecosystems. And now we are happy to make another step forward in shaping the future of advertising technology with our experts taking leadership roles in several of Prebid Taskforces – Project Management Committees that are responsible for establishing and prioritizing roadmap items, reviewing open issues and pull requests, discussing policies, creating development plans, and managing GitHub repositories.

LLM & Publisher Monetization Task Force

As Large Language Models reshape how content is consumed, often without referral traffic or compensation—publishers face increasing economic pressure. Katherine Tuluzova, CEO of Sigma Software, alongside Paul Farrow, Principal Product Manager at Microsoft, has been appointed to help lead Prebid’s LLM & Publisher Monetization Task Force, focused on defining practical and scalable monetization frameworks for an AI-driven web.

“Publishers are foundational to the open web, yet current AI-driven consumption models put that foundation at risk,” said Katherine Tuluzova, CEO of Sigma Software.

“This work is about restoring balance and protecting existing revenue while enabling fair, sustainable monetization models aligned with how content is actually used.”

Agentic Task Force

As AI matures, agentic systems are enabling automation and operational efficiency across AdTech. Olga Paramonova, VP, AdTech at Sigma Software, and John Rosendahl, Director of Product Management at Optable, have been appointed to lead Prebid’s Agentic Task Force, developing guidance and foundational components for agentic monetization pipelines.

“Agentic AI can significantly improve how monetization systems operate, but only if it’s built with transparency and trust at the core,” said Olga Paramonova, VP, AdTech at Sigma Software.

“Our goal is to help the ecosystem adopt automation in a way that strengthens interoperability and long-term confidence.”

Buyer Task Force

To ensure buy-side needs are represented as trading models evolve, Bryan Szekely, Head of AdTech Strategy at Sigma Software, and Marc Poirier, CEO of Klever, have been appointed to lead Prebid’s Buyer Task Force, representing buyer perspectives across Prebid product initiatives.

“Buyers rely on Prebid signals to make informed, efficient decisions every day,” said Bryan Szekely, Head of AdTech Strategy at Sigma Software.

“This task force ensures buyer requirements are deeply embedded in Prebid’s roadmap so innovation works across the full transaction lifecycle, not just one side of it.”

These appointments underscore Sigma Software’s active role in shaping a more balanced, transparent, and sustainable future for the open web.

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