From viewable to verified: Here comes the next phase of audience-based buying

Outsiders often describe the business of MadTech (marketing and advertising technology) as the “Wild West” — and with good reason. The companies in this industry push boundaries to innovate, and as a collective, often push back against attempts to standardize or regulate that innovation. Take viewability as an example.

The drive toward viewability standards was initially met with fear. Reports about fraud and hidden pixels sparked some very uncomfortable conversations between advertisers, agencies and publishers — but they also led to the growth of a new facet of the industry and a market for companies like MOAT and Integral Ad Science.

But knowing that an ad was viewed or clicked on by a human is just the first step in legitimizing the business of audience-based buying and eliminating waste. What’s next is having independent, third-party validation of the audience each campaign was supposed to reach, as well as the dataset behind the targeting.

[Read the full article on MarTech Today.]

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About The Author

Erik Matlick guides corporate strategy and vision at Bombora bringing over 15 years in founding, board and executive management experience. As an online performance marketing pioneer, Erik’s strategic insight from the data analytics media operations, ad serving technology and sales/marketing arena are the driving force behind what makes Bombora unique. Erik is also the Chairman of Madison Logic, the predecessor of Bombora. Prior to founding Madison Logic and Bombora, Erik was the Founder and CEO of IndustryBrains, which he sold to Marchex in July of 2005. Prior to IndustryBrains, he founded MediaBrains and served as an Ad Sales Manager for Ziff-Davis Publishing.Erik has invested in Fetchback (sold to GSI), Tynt (sold to 33 across), and LeadSpend (sold to Experian) and is a current investor in AddShoppers, Switch and Crisp Media. He is also an advisor to Metamorphic Ventures and Syracuse University Newhouse School. Erik holds a B.S. in Marketing from the Syracuse University School of Management.

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Author: Erik Matlick

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