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Client Spotlight: AUDIENCEX on Expansive Growth & the Evolution of AdTech
CLIENT SPOTLIGHT: ON EXPANSIVE GROWTH & THE EVOLUTION OF ADTECH
Recently, we had the opportunity to sit down and talk to one of our incredibly successful and cutting-edge tech clients, AUDIENCEX. They are disrupting AdTech, having created their own proprietary media decisioning tool named “PAT” to offer clients a customized approach to digital advertising. With ten offices throughout the US and another in Canada, they are in a phase of expansive growth, and we had a great time learning about all they have in store for this next chapter. Let us introduce you to Ryan Carhart, CFO, and Brian Ko, CCO, of AUDIENCEX.
KROST: Ryan and Brian, thank you for joining us today! To get started, can you give us an introduction to AUDIENCEX (aX)? How did it start and what is the company like today?
Ryan: aX is the product of founders Jason Wulfsohn (creative & strategy) and Reeve Benaron (tech). Today, aX is a techenabled media services company that has deep roots in both the creative world and algorithmic-based technology to enable effective and targeted delivery of media. This hybrid DNA helps define who aX is as a brand and informs how we operate within the adtech landscape.
At aX, we’re leveraging enterprise-level, best-in-class technology combined with an understanding of the power of creative and dynamic ad content. We bring the two together with a superior omnichannel campaign strategy and fullservice campaign management. We are hyper-focused on delivering exceptional performance, built around the highest quality tech, creative, strategy, and services to the largely underserved middle market, which differentiates us and provides a broad canvas for continued growth.
KROST: Digital Advertising is driven by technology. How does AUDIENCEX differentiate itself from its competitors in terms of technology?
Brian: From my point of view, “ad technology” is a commodity. The differentiator for us is the people behind the tech stack. While other platforms may push a static package, our tech is focused on the marketer’s goals and is highly customized. We do not rely on single-source technology. Our proprietary technology solution, at the heart of our trading desk, ingests over 250-point diagnostic questionnaires via 25+ filters to recommend advertising platforms (Demand Side) that match each marketer’s goals (i.e., brand awareness, driving leads, customer acquisition, etc). This enables us to adapt, change, and move quicker as tech evolves.
KROST: Since this is our Technology issue, we’d be remiss not to ask, do you develop your technology, use 3rd parties, or both?
Ryan: aX has strategically positioned itself to offer both to our customers. The AdTech landscape has an incredibly intricate infrastructure, and the history of the industry is littered with point solutions that were quickly consolidated or left behind. We have deep roots in technology solutions, but our founders quickly recognized the trends in the industry and elected to focus on providing best-in-market solutions and platforms to an underserved category, rather than having a build-only mentality. In this sense, aX strategically uses third-party technology to provide enterprise tools to a market subset that wouldn’t otherwise have access.
aX prioritizes building proprietary technology solutions that augment the individual capabilities of solutions already in the market. We have built the largest independent trading desk platform, which incorporates an omnichannel, agnostic solution that evaluates which technology best suits the specific needs/parameters of each of our clients’ campaigns. This proprietary diagnostic decisioning tool is named PATRICIA, whom we lovingly refer to as “PAT.”
“PAT” is a great example of how aX both leverages and iterates upon premium technology available to marketers by overlaying our tech solutions, and providing an unparalleled level of access, strategy, and services to our customers.
KROST: How do you feel technology has changed the Digital Media business landscape in general? What niche has AUDIENCEX carved out in this landscape?
Brian: Technology has equalized the playing field for advertisers managing campaigns for companies of all sizes. One of aX’s core value propositions is bringing enterpriselevel AdTech access to mid-market companies and challenger brands. Through our platform, mid-marketers now have the
ability to reach and grow their consumers on par with their goliath competitors, efficiently and effectively, yielding campaigns that deliver sustainable and scalable growth for our agency and brand direct customers.
KROST: How do you see the future of digital advertising developing in the next few years, in terms of the use of technology?
Brian: It’s a great question, but also a really tough question to answer. One of the reasons I love our business and industry is its evolution. Due to its ever-changing nature, every six months feels like we’re in a new business. But my other love for this industry is the art of advertising. Art is subjective and interpretive. For the last several years, we’ve started realizing the power of combining both creative and tech (e.g., Dynamic Creative Optimization). I think this particular focus, if properly expanded upon, will continue to positively impact the “advertising” experience for consumers. Beautifully executed digital advertising should be all about the right and relevant user experience.
KROST: Before we wrap up, would you mind sharing a bit about your experience with KROST?
Ryan: aX has a long history of its founders working with KROST. Paren Knadjian served as aX’s part-time CFO for several years and provided business and organizational guidance through a rapid growth phase of the company. Additionally, KROST helped facilitate introductions for various fundraising processes throughout the years as well (including our recent round of financing), provided compilations to allow us to meet reporting requirements, and assisted with tax needs.
KROST has been a critical, trusted partner throughout various stages in the development of aX. Through our next growth phase, we expect to further rely on KROST’s expertise to enable aX to achieve its vision of being the premier digital media partner to the middle market.
AUDIENCEX is a leading digital advertising partner for brands and agencies, offering strategic, unbiased, omnichannel performance solutions. The company creates value for their clients by delivering a combination of high-impact creative, innovative technology, targeted media buying, and data-driven analysis to help them effectively target and acquire customers throughout the entire purchase funnel. Named one of the Fastest Growing and Most Successful Companies in America by both Deloitte and Inc. 5000 in 2019. For more information, visit www.audiencex.com.
