Since acquiring Tumblr for $1.1 billion, Yahoo CEO Marissa Mayer has hinted at launching an ad exchange for her new social media property.
It was easy money to bet that matching up what is arguably Facebook's most valuable ad offering with its most valuable real estate would pay off.
Ad tech outfits tend to keep quiet on how their business is doing, unless business is doing particularly well.
A few weeks ago, Adweek ran an investigative feature on the impact of the flux of venture capital dollars into the ad tech space. The piece generated a lot of reaction—mostly positive, though some readers did not agree with much of the piece.
The Facebook Exchange hasn’t only brought ad tech firms a new revenue stream with advertisers looking to retarget users on the social network.
Zach Coelius is CEO of San Francisco-based ad tech firm Triggit. The famously outspoken Coelius took some umbrage with a recent Adweek feature. We invited him to respond: