Precise adds revenue and tech chiefs as it scales AI media platform

Precise named Dave Antonelli chief revenue officer and Jordan Cauley chief technology officer as the startup expands its Decisioning Economics platform for programmatic and agentic media. The hires come after a $7 million seed round and follow early traction with agencies and more than a billion live campaign decisions evaluated.

Why it matters: - Precise is trying to turn “Decisioning Economics” into a measurable discipline for programmatic and agentic media. - The new hires add senior commercial and technical leadership as the company pushes for broader adoption with brands and agencies. - The platform is designed to show which media decisions create value in real time, then recommend the next best action as campaigns run.

What happened: - Precise appointed Dave Antonelli as chief revenue officer and Jordan Cauley as chief technology officer. - The company made the announcement on Sept. 8, 2026, from New York. - Precise said the appointments support its effort to scale a real-time calibration platform for programmatic and agentic media. - Since launching in June, Precise has begun working with a dozen agencies. - Precise has evaluated more than a billion programmatic decisions across live campaigns.

The details: - Antonelli was most recently vice president and national head of sales at DISH Media. - At DISH Media, Antonelli led revenue across major agency holding companies, brands, programmatic channels and partnerships for DISH and Sling. - Antonelli previously served as chief revenue officer of Cognitiv, where he built demand strategy and led revenue for an AI-powered programmatic buying platform. - Antonelli also held senior commercial roles at SessionM, Viacom and Live Nation. - As CRO, Antonelli will lead go-to-market strategy, revenue and partnerships. - Precise said Antonelli will focus on moving customers from engagement to deployment, demonstrated value and enterprise expansion. - Cauley joins Precise after eight years at Mediavine. - Cauley was most recently vice president of product and delivery at Mediavine. - At Mediavine, Cauley led product strategy and engineering delivery for technology serving more than 16,000 websites and billions of monthly advertising impressions. - Cauley is a software engineer by training. - Cauley’s recent work includes AI tools, custom agents and infrastructure that connects large language models with business systems. - As CTO, Cauley will lead technology strategy, product roadmap and platform development. - Precise said Cauley will also oversee the AI-native infrastructure used by people and autonomous agents to evaluate alternatives, predict economic impact and learn from outcomes. - The company’s platform gives brands and agencies visibility and control over which campaign decisions are creating value. - The platform continuously recommends the next best action and recalibrates during campaigns to improve outcomes. - Precise said the system predicts, evaluates and records the contribution of media decisions while campaigns are in flight. - Precise said the platform helps agencies and brands improve performance and govern the economics behind media investments. - CEO Spencer Potts said Decisioning Economics becomes a category when the technology operates at machine speed and its economic value is clear to buyers. - Potts also said Cauley brings an AI-native understanding of how software and autonomous agents work together, while Antonelli knows how to translate advanced programmatic capabilities into agency and brand solutions. - Antonelli said Precise sits at the intersection of AI, programmatic and agentic decision-making. - Antonelli said brands and agencies gain a clear view of what each decision costs, what it is expected to contribute and what occurred. - Cauley said Precise is building an intelligence layer to evaluate media decisions in real time, place them in economic context and learn from the result. - Cauley said the approach gives people and AI agents greater speed, accountability and confidence.

Between the lines: - The leadership shuffle signals that Precise is moving from early validation toward scale. - The company is pairing sales execution with AI and platform engineering, which suggests it wants to compete on both customer adoption and product depth. - The pitch is broader than measurement alone. Precise is framing its software as a decision layer for automated media buying.

What's next: - Antonelli will work to expand commercial adoption and partnerships. - Cauley will drive product development and platform architecture as Precise advances its AI-native infrastructure. - The company will try to convert early agency relationships and campaign-level data into broader enterprise use. - Precise said the hires follow its $7 million seed financing round co-led by Blockchange Ventures and Lasagna, with participation from Michael Kassan’s 3C Ventures and Click Ventures, founded by Mediaocean CEO Bill Wise. - More information is available in the company’s announcement.