OC Metro: Irvine company executive shares what he thinks the future of advertising will look like
In the not-so-distant future, this newspaper will have the crisp, paper-light texture of a daily but will act with the technological sophistication of a digital device, complete with targeted video ads and rotating news – at least according to Jim Waltz, acting chief operating officer of Irvine ad tech company Adaptive Medias.
Waltz points to the Kindle, a mobile device that mimics the pages of a book, as evidence that new gadgets will continue to emerge and enable new forms of digital advertising and marketing.
The ad tech industry includes all services and software that manage, deliver and control targeted online ads. Through ad exchanges and software, Internet publishers and advertisers buy and sell online ads through real-time bidding.
Adaptive Medias earned $5.08 million in revenue in 2014, up from $1.03 million in 2013, an increase of 393 percent. The company has 32 employees and specializes in digital advertising through mobile, video and online display in addition to syndicating and monetizing content.
In January, Adaptive Medias was faced with a crisis when the company’s founder and chief executive, Qayed Murtaza Shareef, was arrested in a child pornography investigation. He was subsequently terminated by the company.
CEO of ad tech company Beanstock Media, Waltz had a close relationship with Adaptive Medias and was appointed acting COO by the company’s board. He immediately sought to ensure investors, clients and employees that despite the charges filed against the company’s founder, the reputation of the company remained intact.
He reports that no clients or investments were lost and Adaptive Medias remains fiscally sound.
You can read the full article in the Orange County Register here.