I’ve been working in ad tech for almost 15 years. I’ve seen and written about the good, bad, and the ugly. The past six years has seen more change in this sector than many businesses see in a century. Programmatic technologies blew apart existing business models and we’re still trying to figure out who’s on top.
At Beeswax, we’ve been in beta for about 9 months, and we’ve had great experiences working with leading ad networks and marketers who share our vision. We’ve seen from our clients that the chaotic ad tech market is continuing to change:
- Bundling of media, data, and services is coming to an end
- Best-of-breed technology solutions that are transparent are going to win
- Huge amounts of data are available, and there are payoffs to those who use it
- There’s always innovation if you look hard enough
So I’m excited to announce that we’re out of beta and ready to roll.
We think that the most sophisticated programmatic advertisers and media buyers will be those that embrace technology by taking ownership and investing. Invest money, but also time, data, and expertise, with the goal of producing better results for themselves and their clients. In the financial markets they call this “alpha”, in ad tech we call this ROI.
We invented the concept of the Bidder-as-a-Service and we’ve seen it produce amazing results. A mobile ad network client built their own custom algorithm on our platform in less than a week. A marketer client reached their audience for one-tenth the CPM their trading desk was delivering. A technology provider reduced their bidding cost by an order of magnitude.
The possibilities are endless for our customers as they can focus their energy on building differentiated technology for a fraction of the cost and effort of building a complete RTB stack.
We’re just getting started and we hope you’re in it with us.
—Ari and the Beeswax team
Ari is a recognized product leader in ad tech and SaaS. He served as a VP at DoubleClick and a Director of Product Management at Google, where he led the buy-side product suite. More recently he was the SVP, Product Management at Appnexus and the EVP, Product Management at publicly-traded Bazaarvoice. He is the creator of the “VAST” standard for video ad serving, a patent holder on Nielsen’s OCR (online GRP), and contributor to AdAge, AdExchanger, and other publications.