Ron Jacobson pivoted from a software role at the Federal Reserve to ad tech, ultimately cofounding Rockerbox, which evolved from a mobile shopping app to an attribution services provider. Rockerbox, recently acquired by DoubleVerify, aims to transform from merely providing analytics to actively influencing the programmatic supply chain. Jacobson expresses frustration as a pureplay attribution company, noting that insights are often ignored by clients, which undermines the purpose of measurement. He emphasizes the need for actionable results and details why Rockerbox discontinued its ad-buying business due to intermediary challenges.
Measurement without action is wasted. It's actually quite frustrating being a pureplay attribution company; you can see what's working and what needs fixing, but clients don't necessarily take your advice.
Having the results of measurement sit there without some action being taken - what's the point? Marketers are typically loathe to inform their CFO and CEO if a marketing strategy didn't pan out.
Collection
[
|
...
]