TLDR: LoopMe, a leading mobile video ad platform, has announced the appointment of Edward Peterson, a former Senior Vice President of Global Engineering at Microsoft, as its new Senior Vice President of Global Engineering. Peterson, who was instrumental in Microsoft’s Copilot AI team, will oversee LoopMe’s engineering hubs across the U.S., Poland, and Ukraine, signaling a significant investment in AI talent and technological advancement.
LoopMe, a prominent player in the mobile video advertising sector, has made a strategic move to enhance its artificial intelligence capabilities by bringing on board Edward Peterson, a distinguished engineering leader from Microsoft. Peterson, who previously served as Senior Vice President of Global Engineering at Microsoft and was a key member of the AI team responsible for the global rollout of Copilot, will now assume the role of Senior Vice President of Global Engineering at LoopMe. This appointment underscores LoopMe’s commitment to attracting top-tier talent and accelerating its innovation in the competitive ad tech landscape.
With over 25 years of extensive technology experience, including significant tenures at Microsoft, Xandr, and AppNexus, Peterson’s expertise is expected to be a pivotal asset for LoopMe. In his new role, he will be responsible for overseeing the company’s software development hubs located in the United States, Poland, and Ukraine. His background in AI engineering, particularly with a product as impactful as Microsoft Copilot, aligns directly with LoopMe’s data-driven approach to advertising.
LoopMe’s proprietary technology is renowned for its sophisticated use of artificial intelligence. The platform utilizes a unique patented system where thousands of algorithms compete to influence the outcome of an advertising campaign. Stephen Upstone, CEO and founder at LoopMe, explained the dynamic process: ‘As one algorithm becomes more powerful during the course of a campaign, it ultimately takes over. It’s almost like you’re running a race and the one that gets the most affective takes over.’ On average, approximately 10 different algorithms contribute significantly to a campaign’s impact, with clients able to monitor these outcomes through the company’s dashboard.
The company has demonstrated robust financial performance, reporting a 50% year-over-year (YoY) revenue growth in the first half of 2025. This strong growth trajectory positions LoopMe to further invest in talent and pursue strategic acquisitions. The mobile video ad platform is projected to generate around $400 million in advertising revenue, maintaining an impressive 40% annual growth rate over the past seven years. Upstone expressed confidence that the company is poised to ‘far exceed that growth in 2025.’
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Beyond its financial achievements, LoopMe has also made strides in operational efficiency, reaching ‘net zero’ for hosting costs. The platform processes an astounding 400 billion daily ad requests, yet only passes 2% to the broader ecosystem, highlighting its highly efficient processing capabilities. Looking ahead, LoopMe aims to integrate more performance and demand into its strategy to better support advertisers, with plans to evaluate approximately 150 potential acquisition targets annually, according to Upstone.
