Technology Spotlight
A conversation with Alex Tsaperas, Head of Ad-Tech at Naritive brought to you by Ultimate Asset.
“Born in Africa, our culture is defined by resilience and ingenuity.“
What’s Naritive’s elevator pitch?
Naritive is an ad-tech company built to challenge convention and shape what comes next. We engineer technology that redefines how brands connect with people – making advertising more intelligent, measurable, and human. From reinventing display to pioneering new engagement metrics, our mission is simple: push the boundaries of what ad-tech can deliver.
What business problem is Naritive solving?
Digital advertising is fragmented, inefficient, and often untrusted. Marketers face wasted spend, low transparency, and formats that fail to earn real attention. Naritive exists to solve this by building ad-tech solutions that don’t just distribute ads – they prove impact, create better experiences, and unlock new standards for performance.
What sets Naritive apart from competitors?
Where others optimise the past, we build for the future. Naritive’s edge is our ability to fuse craft and code: proprietary formats like Ad Stories® and Ad Social are only the beginning. What truly sets us apart is our relentless focus on measurable attention, adaptive technology, and the courage to test, learn, and innovate at speed.
Who is your primary target audience? What are their needs and pain points?
We partner with brands, agencies, and tech leaders who want more than incremental gains. Their pain points include inefficient media spend, lack of accountability, reliance on walled gardens, and the challenge of keeping up with constantly shifting consumer behaviours.
How does Naritive solve these need states of the audience and fill the gap in the market? What is the value you bring to them?
Naritive closes the gap between creativity and technology. We design formats that match how people actually consume content while embedding advanced measurement, optimisation, and scalability. But more than that – we act as a future-focused partner, continuously pushing the category forward so our clients don’t just keep up, they lead.
Describe Naritive’s company culture.
At Naritive, we’re engineers, makers, and mavericks. Curiosity fuels us, accountability grounds us, and bold ideas drive us. We test, we learn, we adapt – because “good enough” has never been in our vocabulary. Born in Africa, our culture is defined by resilience and ingenuity; traits that power us to compete and win on a global stage. Excellence isn’t a checkbox; it’s our default. Whether in the code we write, the relationships we build, or the service we deliver, we aim higher, move faster, and craft technology that sets new standards.
What are the most common misconceptions about Naritive or sector within technology?
That ad-tech is just about pipes and placements. In reality, ad-tech is about innovation – building smarter ways to connect brands with people in a complex, shifting digital ecosystem. At Naritive, we see ourselves less as a “vendor” and more as a technology partner shaping what’s next.
What are some of the key consumer and industry macro and micro economic trends impacting Adnami?
- Attention as currency: moving beyond impressions and clicks.
- Efficiency & accountability: every budget line must prove value in a tougher economy.
- Breaking the walled gardens: demand for open, transparent alternatives is accelerating.
- AI & automation: reshaping how creative, targeting, and optimisation are done.
- Cultural nuance: brands need tech that scales globally but flexes locally.
What are your predictions for the remainder of this year?
The ad-tech sector will double down on proof. Measurement will become the battleground – who can credibly show that their technology drives not only reach but real outcomes? Naritive will continue pushing boundaries with new formats, new attention metrics, and deeper integrations that future-proof our clients’ strategies.
One statement, piece of advice that the industry should be thinking about this year?
Ad-tech isn’t about keeping pace – it’s about setting the pace. The industry needs to think less about today’s formats and more about what technology makes possible tomorrow.
A conversation with Alex Tsaperas, Head of Ad-Tech at Naritive
Technology spotlight is a series brought you by the team at Ultimate Asset. Our aim is to highlight brilliant adtech across industry. From their elevator pitch, to the problem they are trying to solve, we hope you can take something new away from each interview. With over 50,000 new technology businesses incorporated in the UK each year, there will be something for everybody.
Ultimate Asset are a boutique global digital recruitment consultancy, specialising in hires in adtech, martech, media owners, brands and media agencies. With over 20 years of recruitment heritage in media, we support businesses across the UK, Europe, Asia & North America.
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