Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here.
4C Insights might be the largest of the small handful of companies certified to buy media across all the social platforms.
All the big agency groups, along with many independents, use its technology. Total ad spend through its platform exceeds $1 billion across Facebook, Instagram, Snap, Twitter, LinkedIn and Pinterest.
That scale is somewhat surprising given the company was a relative latecomer to social ad technology.
On the AdExchanger Talks podcast this week, CEO Lance Neuhauser attributes the company’s rapid growth to its data science capabilities.
“Because we had used so much data science and the data science manifested itself into better targeting and optimization recommendations, we were very quickly able to demonstrate better results,” he says.
4C is not strictly a social API integrator. It also plugs into NBCUniversal’s supply sources, enables OTT buys and even owns a TV monitoring service, Teletrax, acquired in 2015.
Neuhauser gives an update on the whole business and talks about 4C’s product pipeline in areas like attribution and audience deduplication across platforms.
Also in this episode: Snap’s promise, Google as the industry’s self-appointed cop and the evolution of agencies.
