NEW YORK, January 17, 2024 – John Gentry, a pioneering figure in advertising technology, died Wednesday evening at age 58 after a long battle with cancer. Gentry’s career spanned decades, and he was instrumental in shaping the modern digital advertising landscape.
A Final Message and a Legacy of Connection
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Gentry,in a poignant post shared Thursday,reflected on a life extended by medical advancements and cherished relationships.
in a moving message posted to his LinkedIn profile, Gentry wrote, “If you are reading this, it means that I’m no longer around and lost my fight with cancer. While I am dying earlier than most, I outlived myself by 28 years, thanks to a kidney transplant and modern medicine, and I’ve had a marvelous life. I am a lucky and thankful man.” He emphasized the importance of the connections he forged throughout his career, stating, “the best part of the ride has been all the amazing relationships I’ve formed over the years.”
OpenX confirmed Gentry’s passing in a statement.
Trailblazer in Ad Tech
Gentry was widely recognized as a trailblazer in the adtech industry, notably for his contributions to the progress of header bidding in the mid-2010s and the evolution of supply-side identity technology. He wasn’t just a technical innovator; colleagues remember him as a thoughtful leader and a dedicated friend.
“JG’s belief in me changed my life,” said OpenX president Matt sattel. “He was more than a leader to me. He was an advocate, a mentor, and a friend. JG believed that doing the right thing and building a strong team was the only way to win.”
Gaglia, chief strategy officer at Basis Technologies, shared, “G was one of those people,” Gaglia continued. “Even though my time working with him was far too short, I’ll never forget our weekly one-on-ones-half nervous, half excited-as he was always direct, always expected outcomes, and yet somehow always sent you away sharper than when you walked in. He was a leader who challenged you, believed in you, and made you better. The industry lost a great one.”
Michael Todd, an executive at silver Lake Partners and former OpenX CTO, remembered Gentry as a caring and insightful leader. “John was instrumental in building OpenX into the self-reliant, people-first ad tech company it became known for over the past decade,” Todd said.”He combined deep industry intuition with genuine care for those around him, and he pushed everyone to operate at a higher standard. I was lucky to learn from him as a leader and to know him as a person.”
An Industry Mourns
Tributes poured in on social media following the news of Gentry’s death. Jason Fairchild, cofounder and CEO of tvScientific, described Gentry as “an industry leader, a pioneer, a collaborator to many of us, and an astonishing executive,” as well as his “best friend,” “mentor,” and “biggest fan.” Fairchild and Gentry had previously worked together at GoTo.com, and Fairchild later recruited gentry to OpenX, where he oversaw a period of notable growth and innovation.
“John was a force of nature. A force centered on doing the right thing. The right thing for the company and the right thing for the individual,” Fairchild stated. “The force was uncompromising and frequently enough pushed people out of their comfort zones, but it was grounded in empathy and care for the person.”
wayne blodwell, who leads the programmatic practice at Stagwell agency Assembly Global, added, “JG was a thoughtful man that helped me out on numerous occasions without asking for anything in return. His openness and kindness will be missed by those around him and the wider industry.”
