Verastance™ Names Adam Soroca CEO to Advance Purchase-Powered Multichannel Marketing
NEW YORK, NY September 15, 2026 — Verastance™ today announced the appointment of Adam Soroca as Chief Executive Officer. Since its founding, Verastance™ has uniquely enabled marketers to harness the predictive power of purchase data to determine exactly which consumers will convert across online and offline channels.
Verastance’s customer base spans some of the world’s most recognizable brands across retail, education, travel, fitness, and beauty, including Carter’s, Michael Kors, Rebag, REVOLVE, Lulu and Georgia, and Virgin Voyages.
Soroca and other new leadership hires, including Chief Marketing Officer Melanie Samson, were brought on board as Verastance™ expands from its programmatic direct mail roots into CTV and a broader offering powered by verified first-party purchase behavior. Samson brings more than 15 years of agency and client-side marketing experience, most recently serving as Vice President of Growth Marketing at Acxiom, Omnicom’s data and identity technology company.
A longtime ad-tech veteran and innovator, Soroca has built, scaled, and sold multiple companies, including mobile advertising platform Jumptap and programmatic infrastructure company nToggle. Most recently, he served as Chief Product Officer of Magnite, the world’s largest independent sell-side advertising platform, where he led global product strategy and helped advance the company’s CTV and omnichannel capabilities. His experience building companies, commercializing complex advertising technology, and leading product innovation, all at public-company scale, positions him to guide Verastance™ through its next phase of growth.
“Adam’s track record speaks for itself,” said Greg Coleman, Verastance™ board member, former president of BuzzFeed, Criteo, and a veteran media and advertising executive. “Adam chose Verastance™ because it has what the next era of advertising actually requires: real, proprietary data, not AI built on top of guesswork. His experience scaling complex ad technology and advancing CTV makes him the leader who can unlock it, turning that data into measurable growth for brands.”
Powered by billions of intent signals, more than $100 billion in annual transaction data, and deterministic reach across 150 million U.S. households, Verastance™ helps marketers identify future buyers, prove incremental impact, and get more out of every marketing dollar. Verastance’s identity resolution delivers an 80%+ match rate, 4x higher than other platforms, enabling marketers to reach high‑value consumers with precision across channels.
Brands using Verastance™ routinely achieve 10.5x iROAS on average across acquisition and retention, with 84% beating their KPIs by 4x. These results are driven by purchase‑powered identity resolution, closed‑loop measurement, and predictive audience modeling that outperforms third‑party data by 20%.
“Verastance™ has helped us bring a much more performance-driven approach to Programmatic Direct Mail and CTV,” said Kelly Reilly, Senior Director of Digital Marketing, Michael Kors. “Using actual purchase behavior to reach the right consumers, and then being able to connect that exposure back to incremental revenue gives us a level of precision and accountability that is incredibly valuable.”
“Verastance™ has built a foundation that every marketer needs right now,” said Soroca. “Purchase data is the most predictive signal in marketing, and Verastance™ has operationalized it across channels in a way no one else has. I’m excited to help scale this capability and unlock even greater commerce outcomes for brands.”
With Soroca joining the executive team, Verastance™ is positioned to accelerate its mission to give brands the certainty to find who will buy next, reach them with precision, and prove the results.
About Verastance™
Verastance™ is a commerce marketing platform that drives measurable, incremental revenue through Performance CTV and Programmatic Direct Mail. Powered by exclusive first-party transaction and intent data from hundreds of leading brands, Verastance™ helps marketers reach decision-ready consumers across 99% of U.S. households and tie advertising exposure directly to business outcomes.
Media Contact:
Cassady Nordeen
Cassady@purposenorthamerica.com