In 2018, Brian O’Kelley achieved what many tech entrepreneurs dream of: the sale of AppNexus, the ad-tech company he co-founded in 2007, to AT&T for $1.6 billion. But unlike the typical billionaire narrative of yachts, private jets, and sprawling mansions, O’Kelley made a strikingly different choice. He kept less than $100 million for himself and donated the rest to charitable causes he and his family care about. As reported by Fortune, this decision reflected his guiding philosophy: success isn’t about accumulating wealth—it’s about creating meaningful, lasting impact on society.
Early years and Princeton education
Brian O’Kelley’s path to entrepreneurship began at Princeton University, where he pursued a BSE in Computer Science from 1995 to 1999. Princeton not only provided rigorous technical training but also fostered critical thinking, problem-solving, and collaboration—skills that would become invaluable in his later ventures.Outside the classroom, O’Kelley played junior varsity basketball, balancing academics with athletics. This experience taught him discipline, resilience, and teamwork—qualities that would define his leadership style in the fast-paced world of startups. It was at Princeton that O’Kelley honed both the technical and interpersonal skills needed to navigate the challenges of building and scaling a company.
From apartment startup to global ad-tech leader
After graduation, O’Kelley co-founded AppNexus in 2007, launching the company from his apartment in New York City. The mission was ambitious: to create a better internet by offering a transparent, real-time advertising platform that could compete with established tech giants.Over the next 11 years, O’Kelley grew AppNexus into a global ad-tech powerhouse, serving advertisers and publishers worldwide. But what truly set him apart was his approach to company culture. O’Kelley emphasized learning, inclusion, and empowerment, nurturing an environment where employees could thrive and innovate. According to Fortune, AppNexus became known not only for its technology but also for its values-driven culture—something rare in the high-stakes tech industry.When AT&T acquired AppNexus in 2018, O’Kelley made headlines for his unusual approach to the proceeds. He kept less than $100 million for personal use and donated the rest. As he told Fortune, billionaires with yachts, private islands, and extreme wealth are “obnoxious,” as such excess can distance individuals from reality and human experience. For O’Kelley, true success is measured by impact, not ostentation.
Waybridge and Scope3 : Purpose-driven ventures
After AppNexus, O’Kelley continued to pursue mission-driven entrepreneurship. In 2019, he co-founded Waybridge, a collaborative platform that tracks commodities from mining through manufacturing. By enabling companies to monitor their supply chains, Waybridge promotes transparency and sustainability, helping businesses make ethical, environmentally-conscious decisions.In 2022, O’Kelley co-founded Scope3, a public benefit corporation dedicated to decarbonizing the global economy. Scope3 provides companies with the data and tools needed to measure, manage, and reduce greenhouse gas emissions across their supply chains. Through Scope3, O’Kelley combines his technical expertise with a strong environmental mission, demonstrating that entrepreneurship can be a force for systemic change.Beyond tech, O’Kelley has ventured into media as an executive producer at Wonderstruck, blending creative projects with entrepreneurial thinking. This move illustrates how a career can evolve while remaining aligned with personal values and purpose.
A philosophy of wealth, responsibility, and impact
O’Kelley’s approach to wealth is deeply philosophical. He believes that capping personal wealth keeps him accountable, grounded, and connected to everyday life. According to Fortune, he wants his children to appreciate hard work and struggle rather than growing up spoiled by luxury. Extreme wealth, he argues, can alienate people from the realities of life and disconnect them from the consequences of their decisions.For O’Kelley, entrepreneurship isn’t just about financial success—it’s about creating systems, companies, and initiatives that generate meaningful social and environmental impact. His approach exemplifies conscious capitalism, showing that leaders can combine profitability with purpose.
