A few weeks ago, I wondered what’s up with AdKeeper. Well, it looks like they’ve officially announced their pivot:
The company launched a new holding company Tuesday, called Keep Holdings, which manages a scaled-back AdKeeper in addition to two new products, Swizzle and Keep.com.
MaryAnn Bekkedahl, Keep Holdings’ president, said the new direction isn’t a departure from the company’s original mission of connecting consumers with brands they like. And, she added, they still support the notion of “keeping” ads.
There’s also a new not-yet-announced product:
In the next few weeks, Keep Holdings plans to release another social commerce service called Keep.com. For now, the service is under wraps, but, in an interview with AdExchanger, CEO and co-founder Scott Kurnit described it as “a cross between Pinterest and Instagram in terms of social shopping.”
I say this in jest– Jeff is quite smart and I respect him as a VC (and entrepreneur). He just published a book on venture capital and I think it’s a mighty fine intro to the industry.
Amazing how DSPs didn’t exist 12 months ago, and now they’re on every agency’s and advertiser’s lips.
So I’m not surprised this is happening with some of the upstart optimizers:
interesting today that someone thought large pub CPMs coming from network optimizers not pure revenue but rev + VC $ to maintain inventory.