ProRata.ai, a technology company developing AI solutions focused on respecting content creators, has appointed Michele Tobin as chief revenue officer and Peter Sloterdyk as chief marketing officer. Both executives report to founder and CEO Bill Gross and will also hold the same roles at Gist, a ProRata company that provides brand-visibility products to help brands and businesses stand out as generative AI reshapes discovery and marketing.
Sloterdyk will lead brand development and global growth across ProRata and Gist. Most recently, he served as global CMO at Grindr, where he oversaw global user acquisition and retention, brand and media strategy, creative and content development, and philanthropic initiatives. Earlier, he was interim CMO at Athena and global chief marketing and technology officer at Koala, and he held marketing leadership roles at Netflix overseeing Original Series Marketing across multiple regions.
Tobin will spearhead growth for Gist, with a focus on advertising, network development, and Gist Answers, an engagement and monetization product. ProRata said the broader Gist product suite includes custom AI search and engagement tools tailored to specific content and enhanced by a library of hundreds of trusted publications. Tobin most recently served as CEO of streaming art platform Loupe and has worked across digital advertising and partnership strategies at companies including DraftKings, Grindr, Bumble, Rovio, and Millennial Media.
ProRata said the appointments support its efforts to expand solutions across search, attribution, and advertising for publishers, creators, brands, AI developers, and AI search engines, with an emphasis on transparent use of content and fair compensation models tied to publisher contributions.
KEY QUOTES
“Peter and Michele will be instrumental in our evolution as a company, helping us drive growth as we work to create a more fair, equitable and creative AI era. Peter has a proven track record of scaling brands and building trust, both of which are essential as we seek to build lasting relationships with the publishing community, brand marketers, advertisers, and the end users of our technology. For Gist, Michele will help brands amplify their visibility across the AI landscape while addressing the evolving media and publishing revenue challenges, integrating key tools that connect creative, audience engagement, performance, and relevance.”
Bill Gross, Founder And CEO, ProRata.ai
“We’re at a specific turning point, when we can collectively champion a spectrum of AI economic opportunity for publishers and content creators – while also attacking the challenge of brand visibility in AI environments that are only becoming more and more prevalent. I’m thrilled to be joining a mission-driven company creating unprecedented solutions for brand discoverability, industry transparency and fair use of content.”
Peter Sloterdyk, Chief Marketing Officer, ProRata.ai And Gist
“Through an ethos of partnership – powered by industry-first tools and an organization of visionary leaders – the work we do will ensure that brands’ pursuit of visibility in changing AI environments is successful. I’m excited to work with Bill and a team so well positioned to help partners across every vertical and industry. At Gist we offer brands groundbreaking solutions, updated standards, and an ease of execution in a market moving at incredibly high speeds.”
Michele Tobin, Chief Revenue Officer, ProRata.ai And Gist
