ASPACE is pleased to welcome Axel Midby to the team. Axel joins ASPACE to lead the finance function, bringing a data-driven approach to financial strategy as the company continues to scale across out-of-home and in-store retail media markets.
Axel joins ASPACE from Humble Group, where he worked at the intersection of data and strategy, helping portfolio companies make data-driven decisions. Prior to that, he set up the financial processes and managed fundraising at Jeanerica and began his career in corporate finance in Stockholm. That combination of capital markets experience, hands-on operational finance and analytical depth is a strong fit for the stage ASPACE is in. Building the financial infrastructure to support a category that is moving from concept to scale across multiple markets.
Asked what drew him to ASPACE, Axel pointed to the team itself: a tight-knit group working closely to build a product they genuinely believe in and the chance to come in early at a company at that stage. Outside of work, he describes himself as mostly calm, with a few exceptions on the golf course and someone who likes to think problems through on the move, a habit that now fits the 5k walk to work.
ASPACE is a Stockholm-based adtech company specialising in Privacy by Design, AI-powered audience measurement for DOOH and in-store Retail Media. ASPACE Vision™ is deployed across out-of-home and retail environments in Sweden and internationally, providing real-time, verified campaign data through the FACIT analytics platform.
Media contact
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