What We’re About

AdYapper is a Chicago-based media advisory firm that develops and operates proprietary technology and data forensics to create market advantages exclusively for brands. The firm deploys an accountability and transparency framework across a brand’s digital media operations – including agencies and vendors – rapidly identifying media that doesn’t return value to the business, then directing investment of recaptured budget where it can generate demonstrable increases in return-on-ad-spend and revenue. AdYapper optimizations are performed in real time, with no additional workload required from the brand, and can be deployed and operational in less than 24 hours.

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Executive Team



Let’s face it: Consumers have control over digital media. The advertisers that embrace this fact will fare the best. As senior teams re-evaluate their approach to digital, they should think not just about the metrics that make their partners more accountable, but also what makes them more accountable to their own customers.

Media planners will tell you that frequency is already baked into most insertion orders, so many people think of frequency as “covered.” But frequency is a slippery topic, and the more you peel back the layers, the more you find wrong with current practices. Advertisers that adjust how they manage frequency can cut fraud, create campaign lift and increase transparency.

Everyone from media buyers to trading desks to publishers are compensated based on how much volume they can deliver for a brand. This is why publishers game the system with bots and non-viewable ads, why aggregators keep bad publishers in the rotation and why media buyers are hesitant to cut too much from the media plan.

“We’re finding 60 percent of digital media they’re buying delivers no demonstrable value to the brand,” CEO Elliot Hirsch says. “Typically (the ad) is never seen. Our technology is key, but the real differentiator is independence. That’s turning out to be really important.”

The founders are looking to portray themselves as outsiders ready to point out the many flaws in the digital ad industry, where they say brands waste millions of dollars on ads that can’t be seen, are targeted to bots instead of real people, or are simply ineffective.

…the ecosystem continues to operate in a way that pushes the problem downhill. In fact, AdYapper, a fraud and viewability vendor, aligned itself completely with brands after they saw first hand how loath agencies were to actually try to reallocate advertiser dollars effectively or work with publishers to understand the issues, relying instead on the make-good process. AdYapper has argued that make-goods for discrepancies and viewability are terrible for advertisers, even if agencies don’t give them much thought.

Advertisers need to be inventive to adhere to health marketing regulations, particularly since 2011, when the IAB banned health marketers from using cookies to target patients… [so] Pages are scored on a number of criteria, but most important are contextual relevancy, viewability, and historical ad performance…. PageScience partners with AdYapper, a company that offers below-the-fold reporting on impressions.

Let’s Talk Tech: Elliot Hirsch is the CEO and Founder of AdYapper, MRC accredited ad viewability technology that businesses use to quantify and increase the effectiveness of their digital advertising. We spoke with him about how he pitched his idea to maximize funding for his startup, and he provided us with some useful information for entrepreneurs.

MBuy works closely with companies like AdYapper to provide measurement technologies that enable deeper insights into impression quality across sites. By leveraging these technologies to focus on sites with high impression quality, MBuy achieves significant performance boosts in campaigns.

Founded only 18 months ago, AdYapper is both a TechStars and 1871 alum and is now located at Lightbank, AdYapper specializes in producing data and analytics for marketing purposes. Their innovative Real-time Ad Viewability feature enables you to identify and eliminate ads you pay for, but are never seen. AdYapper’s ad technology has enabled marketers to increase customer engagement by as much as 450 percent for the same spend.

AdYapper, a startup allows marketers to see how often their online ads are viewed, has raised $1 million in new funding from angel investors, including movie producer Jack Giarraputo. The company says it will use the new funding to expand into new markets and explore emerging media.

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