Today, we’re introducing Daniele Frasca, our Platform Architect, based in Stockholm.
Hey Daniele, please tell us a little bit about your role at DanAds.
I’m a Platform Architect, focusing on shaping and evolving the technical foundations of our platform. I work on defining long-term architectural direction, supporting scalability and reliability, and collaborating with engineering teams to build and run robust solutions.
What did you do before you started this position?
Before joining DanAds, I spent several years at ProSiebenSat.1 Media SE, working on large-scale platform engineering and media services.
I led cross-functional technical strategy across multiple engineering teams, shaping scalable, distributed systems used by millions of users across the DE/AT/CH markets.
My work ranged from defining architectural standards and best practices for a multi-region streaming platform, to partnering closely with executive leadership to translate complex business goals into concrete technical solutions.
Along the way, I architected cost-optimized hybrid and serverless services that reduced platform costs by over 60% at scale, while maintaining 99.9% availability through strong observability, automation, and failover strategies.
More recently, I’ve been exploring AI agents and prototyping new approaches that could shape the next generation of streaming and platform technology.
What inspired you to pursue a career in adtech?
I’m driven by building platforms where technology directly enables business growth. Adtech sits at the intersection of scale, real-time decision-making, and measurable ROI, making it a domain where strong technical leadership can have an immediate and lasting impact on both revenue and user experience.
What’s the best thing about being part of the DanAds team?
What I value most at DanAds is the space to think long-term about technology and platform evolution. There is a strong focus on building sustainable systems, setting clear standards, and making architectural decisions that support both current needs and future growth.
In short, how do you think AI is creating the most value in the industry today?
AI is not magic, and we cannot rely on it blindly. Today its biggest value comes from acting as a powerful tool that helps us work faster and handle repetitive or complex tasks more efficiently. It can support research, coding, analysis, and many everyday workflows, making teams more productive and freeing people to focus on higher-level thinking and creativity. We are clearly moving in the right direction, but humans remain the key decision-makers. AI works best when it augments human expertise rather than replacing it.
Five Fast Questions
1. Where are you from?
Originally from Italy, currently based in Germany.
2. What’s your favourite music?
A bit of everything based on the mood.
3. What’s your favourite way to unwind?
Sauna, walking with the dog, diving into something completely unrelated to work.
4. What’s your favourite dessert?
Tiramisù.
5. Where’s your next destination you’d like to visit?
Mexico.