Adlook appoints Natalie Canavati to North America role

Adlook has appointed Natalie Canavati as Regional Vice President for North America, adding a senior commercial leader as it expands in the region.

Canavati will oversee Adlook's growth strategy across North America, including Canada, with the US identified as the main market. Her remit includes scaling the commercial organisation, setting go-to-market strategy and deepening client relationships. She will report to Chief Revenue Officer Luca Filardo.

She brings more than two decades of experience in advertising technology, spanning programmatic, connected television and retail media. Canavati joins from Mogl, where she served as Senior Vice President of Growth and was described as the company's first revenue leader.

At Mogl, she built the commercial function from the ground up, shifting the business from founder-led sales to a dedicated sales team. She also expanded partnerships with brands and independent agencies.

Earlier in her career, she held senior roles at Goodway Group, advancing from Regional Vice President to Senior Vice President of Business Strategy and Development. There, she led the sales organisation as the business shifted from a regional model to a national structure with separate agency, brand and retail media teams.

Before that, she was Director of Sales at Viant, leading the Central Region as agencies and brands moved from ad networks to programmatic buying across display, video and connected television.

US focus

North America is a major market in Adlook's expansion plans. The company operates in programmatic advertising across the open internet and connected television, and is looking to strengthen its commercial presence as advertisers respond to shifts in consumer behaviour linked to the wider use of artificial intelligence tools.

That backdrop has increased pressure on marketers to demonstrate the impact of media spending. Adlook says its offering combines deep learning technology with outcome-based media strategies designed to simplify programmatic buying.

Filardo said the appointment reflects the company's growth ambitions in the region.

"North America is a major growth market for Adlook, and Natalie brings the combination of market experience and commercial leadership we need as we scale. She understands how agencies and brands buy media, but she also knows what it takes to build a sales organization around changing client needs and new technology. I'm delighted to welcome her to Adlook and look forward to working with her as we grow our business and partnerships across the region," said Luca Filardo, Chief Revenue Officer, Adlook.

Canavati said changes in how consumers use AI are reshaping media habits and the demands placed on marketing teams.

"As consumers integrate AI into their everyday lives, the way they watch, read, scroll, and shop is changing fast. Marketers need technology that keeps pace, and an expert alongside them as they adopt it. Adlook delivers both. We're trusted by global brands to drive results, and I'm excited to bring that same combination to agencies and marketers across North America," said Canavati.

The appointment gives Adlook a senior executive with direct experience of building sales teams and commercial structures in ad technology businesses. It also underscores the company's focus on the US market at a time when competition for advertising budgets remains intense across programmatic, connected television and retail media.

Canavati's track record suggests Adlook is seeking a leader with experience not only in client acquisition but also in organisational change. Her previous roles involved expanding partnerships, reshaping sales teams and helping ad businesses adapt to shifts in buying models.

For Adlook, the move signals a push to deepen relationships with agencies and brand marketers in North America while building the commercial structure needed to support broader regional growth.