Appoints Stephanie Grossman SVP to Drive Growth
SANTA MONICA, CA – YieldMetrics, one of Silicon Beach’s most promising startups, announced that it has rebranded as Adomic. The company also announced Stephanie Grossman has joined its executive team as SVP, Business Development, Sales and Marketing to guide the company’s growth and rebranding efforts.
Founders Gabe Gottlieb and Tom Lorimor are Microsoft alums who worked together in Seattle before heading to the coastal tech space. Stephanie Grossman earned her stripes as a senior executive with Demand Media and Scripps Networks Interactive; she is also an entrepreneur herself and founded Sidebar, one of the early entrants in the mobile advertising space.
With its headquarters alongside neighboring giants Google, Microsoft, Facebook and Hulu, Adomic has attracted stellar talent, well-known investors, and big brand clients since its founding in 2011. Profitable within its first year, the company recently moved its headquarters to new digs in Santa Monica and attracted a “buzzy” round of funding led by high profile LA investment firm Upfront Ventures (formerly GRP Partners).
Adomic Addresses Transparency Concerns in Digital Advertising
Due to the large and crowded ad market, brands are seeking deep transparency at the campaign level, which is nearly impossible without working with a company like Adomic. Large publishers are also challenged with selling their ad inventory, both direct and indirect, at the highest CPM. Adomic is committed to delivering a radical level of transparency to all players within the digital advertising industry. The company’s PathSource ™ technology opens the black box and provides advertisers and their agencies, publishers and ad technology providers with actionable insights that allow advertisers to invest confidently, publishers to monetize effectively and all parties to partner smarter. Demand for this insight is high, and Adomic is seeing rapid adoption of its platform, particularly because of its ability to analyze direct and indirect impressions.
At last week’s OMMA RTB advertising conference, Gottlieb applied Adomic’s lens to the RTB space in his research keynote which highlighted the rapid growth in the use of RTB and programmatic by both brands and publishers. Of the top 1,000 brands online, over 70 percent are incorporating RTB into their media plans, and RTB impressions have increased from 17 percent to 23 percent of plan on average. That said, RTB is still underutilized by brands due in large part to transparency concerns.
“We’re still seeing advertisers concentrating their RTB budgets on lower funnel and more transactional goals while reserving their brand spending for traditional direct channels,” said Gottlieb. ”It is time for more transparency in the market to get brands comfortable with this maturing and efficient medium.”
Leading agencies are using Adomic’s platform to glean key insights about their competitors’ campaigns. One agency executive summed up this benefit with a single question: “When, until now, have we had the ability to provide our clients with real-time data about their competitors in the plans we’re presenting?”
“All constituents in the ecosystem are searching for transparency in digital advertising as it relates to programmatic and other forms of media buying and selling. Given her background, Stephanie is the perfect person to lead the charge for us,” said Gottlieb.
“Adomic is changing the landscape in digital advertising, and I’m thrilled to be joining the incredibly talented founders of the company and the passionate team they’ve brought together,” said Grossman.
Adomic provides breakthrough transparency in digital advertising. The company’s patent-pending technology analyzes digital advertising activity and delivers actionable intelligence to many of the world’s largest advertisers, agencies, publishers and ad tech providers. Adomic’s users have a unique competitive advantage: real-time data covering more than 15,000 advertisers, 3,800 publishers, 120+ ad services, and 1.5 million creative executions. Adomic is headquartered in Santa Monica, California. The company is backed by Upfront Ventures and other leading funds. www.adomic.com