As fellow colleagues at Adform from 2011 to 2015, Jesper and Martin was an active part in building and scaling programmatic advertising globally. One thing they noticed was the dramatic shift in the way advertisers and especially agencies allocated budgets to audience-based platforms like Facebook and Google. Online independent media and marketplaces were no longer top-of-mind for agencies and advertisers a massive threat to the internet we know. From this shift, a company was born: Nexta.io. It was founded based on a promise, enabling publishers, marketplaces, and commerce to "become the agency".