ValueClick’s gradual transformation from an ad network 15 years ago to an ad-tech provider – focused on ad personalization and decisioning – entered a new phase Monday when it rebranded as Conversant.
The name, said CEO John Giuliani, represents the consolidation of the different technological components the company has assembled over the last several years.
“We’re perceived as individual business units, at least from a customer side,” Giuliani said. “And investors look at us as a bunch of different assets but aren’t sure how they fit together. In a year, we want customers to understand where we are in a single roof, and investors to understand how those assets work together more cleanly, and how that offers differentiation and utility.”
The feeling among these parties, he said, was that ValueClick’s “assets had become greater than the sum of its parts.”
ValueClick’s transformation includes the divestiture of its owned and operated (O&O) sites on Jan. 16. “That was the last divestiture we needed to move our assets to a place where they can all come together,” Giuliani said.