Mayfield Fund News: May 2012

Analytics, SaaS & the Quantification of Advertising

Today’s brand marketers, publisher ad sales teams, and agencies have very few tools to understand their online brand equity – the ad tech market does not have access to simple Google Analytics or Omniture-style SaaS solutions, or even Google Search-style tools to dynamically lookup or index online ad performance and metrics. We believe this void presents a dramatic opportunity for a hybrid agency/SaaS company that combines the simplicity of Google Image Search, specialized tastes of Pinterest users, and the back-end power of a Google Analytics. With the emergence of companies like Moat, ad tech can benefit from real brand intelligence and brand analytics at the same level of granularity and depth that all other online businesses, from gaming to eCommerce to social media, now enjoy.