In early 2020 Bosko Milekic co-founded Optable with the goal of re-architecting digital advertising in the post-cookie world. Prior to Optable, Bosko co-founded AdGear, an advertising technology platform that was among the first ad platforms to integrate real-time bidding protocols. He has spent close to 20 years developing advertising technology, as a software developer, product manager, and entrepreneur, and throughout that time has lived through several major re-inventions of digital advertising infrastructure, from the emergence of advertising exchanges and real-time bidding to, more recently, the deprecation of web browser third-party cookies and the adoption of privacy enhancing technologies in digital advertising.