Utiq appoints Max Baum as Chief Product Officer
Seasoned product and platform executive joins Utiq to build on the company’s strong foundation and accelerate the next phase of growth
Following the appointment of Will Harmer as Global CEO, Utiq is pleased to announce the appointment of Max Baum as its new Chief Product Officer. Max succeeds Will in leading Utiq’s product organisation, bringing nearly 15 years of experience in AdTech, identity resolution and data infrastructure as the company continues to scale its responsible addressability infrastructure across Europe.
Max joins Utiq from Virtual Minds, where he served as VP of Product & Data, helping transform a multi-brand adtech platform group into a product-centric organisation with a unified portfolio strategy. Prior to that, he co-founded The ADEX, building one of Europe’s first data management platforms from concept to a Forrester-recognised business, before leading its product strategy, roadmap and platform architecture as Chief Product Officer.
Having followed Utiq’s journey since its earliest foundations, Max says the opportunity to build on an already proven platform was a key factor in his decision to join.
“I’ve been following Utiq since the early industry beta testing, so I’ve known the team and the core concept for a long time. What convinced me is the combination of two things that so rarely come together in the market: a technically unique foundation for a truly sustainable, deterministic ID standard and a business model built on genuine user trust from the very beginning, rather than one that was retroactively adorned with it.”
“Reach based on genuine trust, technical excellence and transparent, responsible data practices ultimately goes further than any short-term shortcut. Deterministic IDs have long been capable of ensuring reach, addressability and measurability on the Open Internet. What’s still missing for many players is the proven and mature operational enablement to make that promise real at scale. I believe Utiq is uniquely positioned to close exactly that gap, and I’m excited to help drive the next phase of growth.”
As Chief Product Officer, Max will lead Utiq’s product strategy, focusing on developing clear, scalable solutions while expanding integration with international platforms and simplifying connectivity across the advertising ecosystem.
“At the core, one thing remains constant: reach based on genuine trust and a technically unique foundation. A key driver for this is integration with international platforms and streamlined connectivity, because scaling happens when a solution fits seamlessly into advertisers’ processes without losing its essence along the way.”
“Equally important to me is the view inward: Utiq already has tremendous talent and potential within its team, and a central part of my role will be to make that even more visible through clear priorities and a shared direction.”
Commenting on the appointment, Will Harmer, Global CEO of Utiq, said:
“I met Max early in the Utiq journey. He has a rare combination of deep technical expertise, product leadership and strategic vision. As we continue to scale Utiq’s infrastructure and create greater value for advertisers, publishers and partners, his experience will be instrumental in shaping the next generation of solutions and helping our ecosystem grow responsibly.”
