Why What We Do At TapFwd Matters

Online advertising has come a long way over the years. A person used to call another person and pay that person to place an ad on a website. There was nothing sophisticated about the process, and companies had virtually no visibility into who was seeing their ads.

Today, more and more online advertising takes place via real-time bidding, where smart technology companies use a lot of data to make good decisions about who is seeing what ad. Advertisers have visibility into what’s going on, user experience has improved a ton, and real value is being created.

This is a good thing. We get to see content, for free, in exchange for seeing ads on websites - ads are the underlying currency of the Internet. As advertising technology improves, more and more ad dollars are spent, expanding the pie and making room for more cool companies to exist who don’t need to charge their users.

Today in mobile advertising, we’re pretty much where online ads were 5+ years ago. Companies looking to advertise to people on their smart phones are shooting in the dark - there’s very little data used to determine who is seeing what ad. This is a big problem - it’s making it so that we all see the same Candy Crush ad over and over, and it’s keeping a lot of advertisers (and their money) out of mobile.

We don’t blink at paying $3 for a cup of our favorite drip coffee, but it really grinds our gears just thinking about paying $2.99 to download an app.

In order for apps to remain free, and for more cool free apps to come into existence, we need mobile advertisers to foot the bill. We need mobile advertising technology to get much better in order to attract the necessary ad dollars to keep things going.

At TapFwd, we’re making mobile ads way more sophisticated. We’re creating the means for companies to have real visibility into whom their mobile ads are shown to, and whether or not anyone even cares about hearing from their company. We’re impacting what nearly every person sees on their phone every day, and helping steer companies big and small towards making smart mobile advertising decisions.

In short, we’re making mobile ads way better, and this is a really good thing – for advertisers, for app developers, and for people with smart phones.


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