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Chad Little is considered one of the early and leading forces in the Internet Arena and has strong capital raising and M&A Experience.

His latest venture is FetchBack, Inc. - which is a venture-backed organization specializing in Retargeting, a form of behavioral marketing.

Ongoing responsibilities as CEO of Fetchback include the definition of the company’s business strategy, cultivating business development opportunities, and establishing strategic industry partnerships.

Mr. Little also founded AdOn Network in November of 1998 and raised over $7 million in venture capital funding. AdOn Network is one of the largest ad networks online with over 5.5 billion search queries and 155 million unique users per month, providing keyword, behavioral and contextual targeting and site-specific ROI tracking for advertisers. AdOn Network was purchased by PV Media Group in 2007.

Prior to AdOn Network, Mr. Little founded two successful businesses, including Sandbox Entertainment Inc. in 1995. As the Chief Executive Officer, Mr. Little oversaw all company business and led the charge to develop proprietary software technologies, which propelled Sandbox Entertainment forward as the early leader in online fantasy sports, games and simulations. Sandbox Entertainment raised over $30 million in venture capital and strategic partnerships were established with such heavyweights as CNN/Sports Illustrated, Yahoo! and others, before the company merged with Wall St. Sports in 1999.

Prior to Sandbox Entertainment, Mr. Little founded TRACER Design in 1991, a pioneering interactive advertising agency.

Mr. Little is actively involved in the Internet and software development communities. He speaks frequently at leading industry events and has been featured often on established news outlets, including: Forbes, TIME, CNNfn, NBC Nightly News, The Red Herring, The Arizona Republic, AZ Business Magazine, and many others, as well as being a published author with Paramount Publishing.

Prior to FetchBack, Chad founded three successful companies including AdOn Network (formerly myGeek) in 1998, which is now one of the largest ad networks on the web. He founded Sandbox Entertainment Inc. in 1995 before the company merged with Wall St. Sports in 1999. Prior to Sandbox Entertainment, Chad founded TRACER Design in 1991, a pioneering interactive advertising agency.

More articles by Chad Little





Features

Choose or Lose (Money): Why Power of Choice is the Ultimate Click Fraud-Fighting Tool

Written on
Nov 1, 2006 
Author
Chad Little  |
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Choose or Lose (Money): Why Power of Choice is the Ultimate Click Fraud-Fighting Tool

From the recent BusinessWeek article to the daily Newsletter publications and Blog entries, the issue of click fraud continues to come to the forefront of the Internet Advertising industry. The issue has increased in significance to that point that fighting click fraud has become an industry unto itself with companies like Click Forensics and others that are dedicated to taking up the cause for the benefit of advertisers, agencies and search providers.

Depending on the research you read, click fraud can account for 10% to 15% of all clicks. That would seem to imply that 10% to 15% of all online ad budgets are being diverted to fraudulent traffic. However, as Alan Chapell, President of Chapell & Associates, pointed out in a recent article Re-Evaluating Click Fraud, that percentage does not take into account the amount of fraudulent clicks that are already detected by networks and search sites which the advertiser is not billed for.

Regardless of how you choose to interpret the numbers or how you define click fraud, the root of the issue is traffic that does not convert, be it click fraud or any other source of traffic that generates a poor return on investment (ROI).

If the source of the click fraud issue is found in individual traffic sources, then it would seem to reason that providing tools to evaluate the performance of each individual traffic source would provide advertisers with a powerful tool to fight click fraud.

In a follow-up to the BusinessWeek article on click fraud Martin Fleischmann, CEO of MostChoice.com, Fleishmann urges ad networks to “allow advertisers more control over where their ads appear.” He addresses this issue by suggesting that ad networks create a three-tier system to help categorize traffic sources. In this proposed model, traffic sources would be grouped together into one of three categories: Big portal, small portal and search-only affiliate sites.

While the three-tier system he suggests would be a positive step, the advertiser is still limited to choosing between sub-sets of traffic sources, rather than individual traffic sources. This is analogous to an investor choosing to invest in mutual funds as opposed to individual stocks. For an investor they are placing their trust, and ultimately the control of their finances, in the fund manager to make wise decisions as to which stocks to purchase. For the advertiser, this approach still places the control largely in the hands of the ad network as they would be the ones defining which traffic sources would be assigned to each category.





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