Executive Leadership and Role
Benjamin Matlin has served as Chief Executive Officer at Adentro since November 2022. Based in New York City, Matlin leads the company’s strategic direction with a focus on advancing technology that bridges physical retail environments and digital consumer engagement on a global scale. Under his leadership, Adentro has emphasized equipping physical stores with innovative data-driven tools and transparency to drive measurable marketing outcomes.
Professional Background and Education
Matlin holds a Bachelor of Business Administration (B.B.A.) in Marketing and Finance from The George Washington University. His career includes substantial experience in revenue-generation and sales leadership roles, notably as Senior Vice President of Revenue at Teads.tv (2013–2022) and prior roles such as Director of Sales at Digital Broadcasting Group (2009–2013) and Fund Derivatives Specialist at Risk Strategies Company (2007–2009). This background reflects significant expertise in digital advertising, media monetization, and financial services, supporting his current executive role.
Key Company Initiatives and Strategic Partnerships
During Matlin’s tenure, Adentro has solidified its position as a leading people-based marketing platform particularly targeting omnichannel retail, restaurant, and hospitality sectors by transforming in-store customer data into actionable marketing insights. Highlights include:
- Integration into the Toast Partner Ecosystem (July 2025): Allowing for SKU-level marketing attribution that connects digital advertising campaigns directly to specific menu item purchases in restaurants, enhancing marketing ROI precision.
- Strategic Partnerships:
- Partnered with Thanx (March 2025) to enhance restaurant loyalty programs by merging Adentro’s in-store guest intelligence with Thanx’s loyalty and marketing automation capabilities.
- Collaborated with Alpine IQ (November 2024) to innovate how businesses engage customers through data.
- Partnership with Simon Property Group (April 2025), leveraging in-center Wi-Fi data across 156 malls to create a privacy-compliant, first-party data-driven retail media network. This initiative enhances shopper targeting across physical and digital channels, providing closed-loop attribution from campaigns to visits and purchases.
These partnerships underscore Matlin’s drive to position Adentro as a pivotal player in omnichannel retail media, connecting real-world consumer intent data to digital marketing campaigns, thereby maximizing client investments and growth opportunities.
Technological Differentiators and Market Positioning
Under Matlin’s leadership, Adentro has developed proprietary technology that:
- Unlocks in-store customer data beyond transactional records, capturing first-party data to fuel sophisticated marketing attribution models.
- Enables retailers and brands to maximize investment efficiency through closed-loop attribution, providing clear insights from advertising spend to actual consumer behavior inside physical locations.
- Facilitates personalized omnichannel shopper experiences by connecting disparate data sources including Wi-Fi engagement, digital advertising, and loyalty platforms.
Recently, Adentro was recognized on the Cisco Meraki Marketplace (January 2025) for enabling businesses to harness the power of in-store Wi-Fi data, validating the company’s technology leadership in retail customer intelligence infrastructure.
Influence and Professional Network
Matlin maintains an active and influential presence on LinkedIn with over 4,000 followers and more than 500 professional connections, reflecting robust engagement within the retail, marketing technology, and digital advertising ecosystems. His public communications frequently emphasize innovation in retail marketing, data-driven customer insights, and co-creation of business case pilots to validate return on investment for new technologies.
Geographic and Demographic Context
- Location: New York, New York, United States
- Industry Focus: Primarily retail technology, restaurant marketing, and hospitality sectors with omnichannel marketing emphasis.
This profile positions Benjamin Matlin as a seasoned executive with a strong foundation in digital sales and marketing leadership, driving Adentro’s growth through strategic partnerships and advanced data capabilities that enable clients to connect online campaigns with in-store consumer actions. His focus on first-party data, attribution, and privacy-compliant technologies aligns with evolving market demands for measurable and efficient marketing in physical retail environments.
