“Everyone from publishers to buyers at the major agencies were saying that they don't have visibility into how dollars are being spent across all the different sales channels and media sources,” Houweling told AdExchanger in January. “As a result, there was a real lack of understanding of being able to know in real time what was performing well and what wasn't.”
She also explained at the time how AdFin has expanded beyond real-time bidded (RTB) inventory on display and mobile, and plans to incorporate video, direct-sold inventory and non-RTB inventory like digital out-of-home advertising. Additionally, AdFin has international aspirations.
“We've already incorporated global data for our multinational customers,” she said. “But what I'm thinking about in terms of going international more fully involves building a platform that has all the elements for a multicountry strategy, where we can put people in-market to more easily develop endemic relationships. That's on the calendar for this year.”
According to Houweling’s LinkedIn profile, she left the company, assumed a role on the advisory board and started her own consulting service, Jeanne Houweling Media & Ad Technology Consulting, all in June.