An entrepreneur at the intersection of technology, media and innovation, Nikolas Milanos has built an international network of ventures united under the Ad Tag Global group and spearheaded by AdVanced DSP, a globally recognized, tier-one digital advertising platform. With a background in Business and Advertising, he combines strategic insight with a deep technical understanding of digital ecosystems – from programmatic DSPs and AI-driven platforms to advanced media technologies. His work drives innovation, connects markets and shapes next-generation digital solutions from Cyprus.

What first drew you into the world of digital advertising and technology? Was it a natural continuation of your background in business and media, or something more instinctive – a sense that this was where the future was heading?

It started long before the digital transformation we see today. When the internet was still in its infancy, I was fascinated by how technology could reshape communication. I began experimenting during my studies, working on early digital projects before Wi-Fi became part of everyday life. It was partly intuition – a sense that this would be the next great revolution – and partly a desire to explore a field few others dared to enter. I wanted to build something new, a path that didn’t yet exist.

Over the years, you’ve built and led several companies within the Ad Tag Global group. What do you believe is the key to maintaining creativity and innovation across so many parallel projects?

The key is to never stop looking forward. I don’t like staying too long in a comfort zone or celebrating achievements for their own sake. My mindset – and that of our teams – is always about the next step, the next challenge, the next big thing to create. That approach keeps us evolving and demands constant curiosity and an appetite for progress.

Technology changes at a speed few industries can match. How do you personally stay grounded and inspired while leading teams through such rapid transformation?

From the beginning, we worked in an environment that didn’t even exist – we helped create it. Starting small and expanding globally made change part of our DNA. The only difference now is speed: the rise of AI has multiplied everything many times over. To keep up, we’ve built AI-driven departments that support development and go-to-market strategies. We use these tools not to replace people but to enhance what we do. Embracing new technology isn’t intimidating – it’s energising.

Leadership in tech often requires balancing data and intuition. How do you approach decision-making – is it more analytical or guided by human insight and experience?

Even in a data-heavy industry, I believe in human judgement. Data gives clarity, but decisions come from people. I always involve my colleagues and value their perspectives. Everyone has a different angle, and I like decisions to be collective whenever possible. Of course, someone must make the final call – that usually falls to me – but I rely deeply on the team’s insight before reaching that point.

Many leaders in adtech speak about the “people behind the algorithms.” What’s your philosophy when it comes to nurturing talent and fostering collaboration in such a technical environment?

Algorithms and AI are tools that assist us – not replace us. They process information in milliseconds, but it’s humans who decide what they should target and how they behave. That’s why I focus on the people who design, train and interpret the systems. We collaborate with universities in Cyprus and abroad to give young professionals a chance to enter the industry, learn the technology and grow within our companies. Many of our best innovations come from people who started as interns or juniors. I also enjoy working with teams of different generations and backgrounds – I learn something new from each of them every day.

If you look ten years ahead – beyond today’s platforms and tools – what would you like your professional legacy to be, and do you believe Cyprus is the right place to develop such a vision?

I want to leave behind a landscape for the next generation – a platform they can use to build, innovate and share their own visions. Our group has created a foundation that others can expand on, and if that helps new thinkers move technology forward, that will be the most meaningful achievement. Cyprus may not have the infrastructure of major tech hubs, but it offers something equally valuable – a peaceful environment, a great lifestyle, and the freedom to think clearly and create strategically. From this small island, we’ve reached global markets, and I’m confident others can do the same. It’s the perfect base for innovation with a Mediterranean mindset.

Interview by Kateryna Bila

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