At Triblio (ABM platform) and Foundry (formerly IDG), we saw how advertisers struggled to make their programmatic display and native ads perform effectively.

We believed, and still do, that the first thing that must be done is ensuring the ads are shown to the audience long enough to make an impact. Meeting the viewability threshold is simply inadequate.

Despite a myriad of vendors tackling the audience data and ad creative problems, there aren’t many in the performance optimizer space that can address this need. And the few that exist prioritize serving large accounts.