Sam leads the company's efforts to bring attention-based media quality measurement to the publishing industry. He began his career at Adelaide on the Operations team before shifting his focus to supporting media owners. In 2024, he formally launched Adelaide's sell-side business with The New York Times as its first partner and now oversees the team responsible for expanding Adelaide's presence across the publishing ecosystem. His team helps media owners understand and monetize attention in advertising. Sam holds a degree in political science from Barrett, The Honors College at Arizona State University, and currently lives in New York City.