ADOTAS Conversations: Jon Waterman, CEO, Findology Interactive Media
With all the consistent growth over the last couple of years in the contextual and search industries, it only seems fitting we’d tap one of the underdogs in the space for a chat. Jon Waterman, president and CEO of Findology Interactive Media, brings his experience as both the CEO of Way Internet and AIS Network– two companies that helped advance internet search and contextual advertising—to ADOTAS in order to share what they do, who he is, and how they’ve managed in the big, busy world of search.
ADOTAS: First, tell me a little bit about Findology Interactive Media.
Jon Waterman: Findology Interactive Media was founded in early 2000 and offers a wide range of products and services to drive publisher revenue and achieve advertiser goals.
The company works to establish connections between both advertisers and publishers that help them effectively target their audience and increase the return from their online brand. Our network currently includes over 350 publishers, tens of thousand advertisers, and generates billions of monthly impressions.
A: How does it compare to your former CEO roles (AIS Network and Way Internet)?
JW: Findology’s focus is to build a diverse network of premium publishers and advertisers and develop the products that make the internet their most valuable media channel, while growing our infrastructure to maintain our high level of client and customer service.
A: What have you learned from this experience so far?
JW: I’ve learned that providing multiple services to both publishers and the advertisers is a key component of success in this industry, and expanding upon the core components of what your company does best is the way to achieve that goal.
A: What does the increased adoption and advancement of search technologies say about the state of our industry?
JW: I think it is really pretty clear — search is here to stay. Its evolution shows that search marketing is a solid industry with a strong foundation to build on.
A: With the recent launch of Snap.com, which is stirring up a lot of attention because of its unique model, are you considering altering Findology?
JW: Findology’s PPC search product is doing better than ever, so we don’t feel the need to alter our model. We are always working to enhance our offerings, for instance, at AD:TECH, we previewed a new product — Guaranteed ROI — which is based on a CPA metric in the search space. Look for more information about this product in the next few weeks.
A: What sorts of changes do you see for search moving ahead?
JW: The industry is doing very well and continues to gain momentum as a worldwide accepted business channel. There will be changes throughout the industry, but I feel they are enhancements, such as CPA search, more sophisticated and detailed data analysis.
A: What is unique about Findology against a growing field of search companies?
JW: At Findology, we’re really more than just a search company. Search is one of our offerings, we provide publishers a targeted sponsor listing feed, but we also provide contextual tools to enhance site navigation and monetization.
We really pride ourselves on developing flexible technology, providing our clients with the highest level of customer service, and being able to customize our products to fit their exact needs.
A: What are you goals for the company and for yourself?
JW: We want to stay ahead of the curve, continue to develop innovative products and services, and be competitive, while maintaining a level of respect.
Tags: ad_networks, findology, PPC and SEM
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