online advertising

Don’t call it AdTech. It’s “Adhesive”

For about the past year my partners have been pushing me to write up some thoughts on AdTech investing. “We’re not AdTech investors,” I’d push back, “we just have a bunch of companies in the portfolio that are working in and around online advertising.” And for a while that worked pretty well. Most of our AdTech investments would be labeled “glue” (they were all connecting or intermediary technologies – just applied to online advertising). Then Jason came up with the name “Adhesive” which seemed to stick (that was bad, wasn’t it) and after a few months procrastinating I ended up writing up our thoughts on AdTech investing and posted them today over on the Foundry blog. And while I really…