We all know there’s something wrong with the digital advertising industry. But like children pointing fingers after a playground scuffle, we’re all sure the problem started with someone else.
Whether it’s ad fraud, viewability, ad blocking or any of today’s thorny industry problems, we all have one refrain: “It’s not my fault.” Brands and agencies whine that networks and exchanges aren’t doing enough to separate human viewers from bots. Publishers complain that nefarious traffic creates distrust and drives CPMs down.
So your company has decided to go the way of Unilever and "zero-base" its marketing budgets. You Google the term, and what you see gives you chills. For example, The Wall Street Journal calls zero-based budgeting "an arcane-sounding financial tool that slashes costs by focusing on details as minute as how to make photocopies."
Flite was originally founded in 2006, and rebranded from Widgetbox in 2011. Can you tell us a little more about the evolution of the company over the years and how you made the foray into creative management for marketers?
We started the company focused on connecting content producers with consumers across the web. Larger publishers started to use our platform to produce ads with a better user experience and that led us to our current business.
