SaaS Interviews with CEOs, Startups, Founders
840: Ad Tech: $400m from Apple? Deal! FlashTalking Doing 15-40b Impressions/month
11 Nov 2017
Chapter 1: Who is John Nardone and what is his background in ad tech?
Had a big success with X plus one and a big exit in 2014 to rocket fuel for 230 million bucks. Was seduced by the flash talking founders, invested his own money in the business, decided to join after TA Associates purchased 60% of the company. The company is obviously now growing drastically. They use many different dimensions like weather at the moment. Are they a current customer?
Chapter 2: What led John Nardone to join Flashtalking?
Basically 14 to 15 core data points to figure out what ad to show once the ad is bought. They make money on a CPM model about 20%.
Chapter 3: How does Flashtalking utilize real-time data for advertising?
This is The Top, where I interview entrepreneurs who are number one or number two in their industry in terms of revenue or customer base. You'll learn how much revenue they're making, what their marketing funnel looks like, and how many customers they have. I'm now at $20,000 per talk. Five and six million.
Chapter 4: What is the revenue model used by Flashtalking?
He is hellbent on global domination. We just broke our 100,000 unit sold mark.
Chapter 5: How does Flashtalking leverage client data to enhance advertising effectiveness?
And I'm your host, Nathan Latka.
Chapter 6: What is the current scale of Flashtalking's operations?
Many of you listening right now don't have time to listen to every B2B SaaS CEO that I've interviewed. If you want to get access to the database I've created, with year-over-year growth rates, customer accounts, margins, and many, many other data metrics and data points, you can go to getlatka.com.
Chapter 7: What insights does John Nardone share about the future of advertising?
Here's the thing, though. This database, I keep it to myself. It's so freaking valuable. And to preserve the quality of the data and make sure that the people that have access to it have a true advantage, I'm only letting 10 companies on each month. So we're full this month, but you can go to getlatka.com to get on the waiting list for next month. And look, there's big people on the waiting list.
I mean, the biggest VCs you've ever heard of. You've probably heard of them. They're big, private equity, billions and billions under management. So it's an impressive waiting list. Go get on now at getlatka.com. Hello, everyone. My guest today is John Nardone. He's the CEO of Flash Talking, a first-generation ad tech pioneer.
He served as a founding board member of the Internet Advertising Bureau. He's known for his groundbreaking work at Pepsi, modern media and marketing management analytics, culminating in his receiving the Ad Tech Industry Achievement Award in 2012. As CEO at Xplus One, he helped transform that business into a top-rated data management platform, or DMP.
Rocket Fuel acquired the company for $230 million in 2014. John, are you ready to take us to the top?
Sure.
So are you married? So your wife is going, John, this is a great exit back in 2014. Take six months of vacation. And you just couldn't resist. You had to get back in the game, huh?
Well, you know, Flash Talking was a partner at X Plus One that we worked with. And pretty much days after the acquisition was announced, the call came asking if I would be available to come to Flash Talking. And, of course, I said no. But they called back six weeks later and then six weeks after that. And eventually I said, yes.
What was the tipping point?
You know, early in my career, particularly at Motive Media, at the agency, I was focused on both the media as well as the creative development. And then my career kind of took a turn with MMA where I got really into the hardcore analytics. And X Plus One was a continuation of the analytics and modeling. And I really missed the creative part of the job. And Flash Talking was an opportunity to...
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