03 Mar

Paving New Roads at Human Demand

Over the past year I have acted as the SVP of Business Development at eDealya, which is a technology that enables marketers to respond to social intent with an in-context, on-time, and relevant mobile advertisement. My time at eDealya has been challenging and rewarding, but it’s time for me to move on to a new adventure.

During my time at eDealya we successfully launched a mobile SDK and established over 7,000 direct-to-publisher relationships and indexed over 40m devices. In turn, we aggregated, analyzed, and segmented each device based on social signals from a variety of sources, enabling advanced mobile targeting for DSPs and creating the first 1-to-1 exact user matching across platforms. As the public persona of the company, I was responsible for all C-level sales, marketing, business development and fundraising activities.

It has been a truly incredible experience to watch how far we’ve come and how fast we have grown. We couldn’t have done it without the leadership of our executive team and the incredible support of our investors.

With new partnerships secured and our database growing, things are going well. So why leave?

In short, a new challenge.

When I joined eDealya we had just established a strategic relationship with Nielsen and were positioned as a lead generation tool for community managers. With a proven social segmentation algorithm and 40 domestic Fortune 500 brands secured as clients, I was brought on board to explore the optionality of our technology and determine if entering another vertical was viable.

Mobile advertising was suffering due to extensive supply of inventory and a lack of targeting capabilities. As a result, publishers were experiencing lower eCPMs and CTRs while advertisers were unwilling to invest additional funds due to missed KPIs.

eDealya’s ability to segment based on social signals solved problems on both sides of the mobile advertising marketplace.

So, I am ready to pave a new road and approach a new challenge. I’m heading to Human Demand, which is the leading independent mobile Demand Side (DSP) company providing mobile audience solutions to advertisers.

Human Demand (HD) provides brands and agencies with a fully transparent, highly scalable and efficient mobile media solution. HD utilizes real-time bidding (RTB) programmatic exchange buying, and layers in unique data targeting sets including hyper local geo-targeting. We execute rich media and video mobile ad campaigns, in addition to standard mobile display banners.

As a DSP, HD offers agencies and trading desks the industry’s most robust RTB self-serve platform for mobile ads. The company leverages its proprietary technology platform to bid on and serve advertisements across all Mobile Ad Exchanges.

As a Data Management Platform (DMP), the Company enriches the typically undifferentiated mobile display and video inventory in real time and makes it intensely more valuable. The Company delivers targeted mobile audiences at scale through its proprietary “AppAudience” data, superior location insights, campaign optimization, and visual analytics. My primary focus is to leverage our internal data assets to differentiate our buying capabilities from our competitors. This ensures that our client’s campaigns perform in a brand safe environment, respects consumer privacy, delivers contextually relevant creative based on content and location, and most importantly, provides transparency for all players involved.

Despite my excitement to join Human Demand, the decision was not an easy one. I am leaving behind not only a product that I greatly respect and view as the culmination of many years of research, but also colleagues and friends who I have had the honor to work with and hope to do so again in the future.

I’d like to take this opportunity to thank those of you who I have had the pleasure of working with over the years and those who have supported me through this transition – especially my family, girlfriend, and close friends (you know who you are).

If you would like to learn more please feel free to contact me directly. I am always happy to set up a call, meeting, and/or demo.