32. John Ferber – putting the dot-com in Advertising.com
Paleo AdTech
DECEMBER 10, 2023
Advertising.com paid publishers for their ad inventory on a per-impression (CPM) basis, guaranteeing a certain negotiated (often renegotiated) rate. Key competitors were Massachusetts-based Engage and DoubleClick, which signed large publishers up to “exclusive” contracts, John says, leaving them with unsold inventory.
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