Last month I was at the the AdTech Meetup in Denver (if you haven’t heard about it before, check it out here). Someone I was chatting with said he never failed to be surprised by the number of tech companies in the industry that develop incredibly innovative, first to market technology. Then, generally compelled by their egos, announce the product, drop the mic and walk off stage. Reveling in their glory, they get complacent and lose their focus on the future. Here’s the problem with that. In today’s fast paced world, you evolve or die and the ad tech industry’s rapid pace of change serves to expedite the timeline of that maxim.
At SpotX, I think we have really embraced the evolve or die mantra. SpotX was originally founded as a division of the search engine marketing technologies and services company, Booyah Networks. In March 2007, Booyah spun off SpotXchange to form a separate company focused on digital video advertising technology. Afterward, SpotXchange became the first online video advertising marketplace. As the industry progressed, we added features and entirely new functions to our business. We moved beyond just being an exchange and in 2009, launched advanced targeting tools that helped advertisers reach their audiences. After creating a real-time bidding solution that enabled buying on an impression-by-impression basis, we made one of our most significant shifts; becoming a supply-side company focused on publishers’ needs.
Today, SpotX is the trusted video advertising platform offering premium publishers full stack technology for holistic inventory optimization and cross-screen ad serving. Changing our name is another step in our journey to not only avoid obsolescence, but to thrive in the new reality of tomorrow.
The hilarity of this statement is not lost on me. I get that I’m promoting the fact that we are changing at the very moment we are literally dropping “change” from our name. But, that is another great thing about SpotX. We have a great sense of humor. While we may be dropping “change,” embracing evolution will always remain a core part of our core ethos.
Leah Brite, Senior Manager, Product Marketing