"I was trying to build a programmatic business at Demand Media and Metamarkets was the tool I selected to provide the analytic insights," Ross said. "So I already knew what was under the hood. The goal now is to help Metamarkets go to market and work more closely with the exchanges and supply-side platforms. They have existing momentum in those areas and my job is to solidify and expand that growth pattern."
Metamarkets is mostly used for data processing and visualization. Most data-visualization services are aimed at advertisers and agencies, so the field is a bit wider when looking at the sell side and exchange operators, as many of those companies rely on their own technology to massage the analytics they collect.
Plus, while the packaging of data has evolved, the complaints that the material is more aesthetic than actionable -- i.e., colorful graphs may be easier on the eyes than reams of spreadsheets, but they may not be all that useful in making smarter, quicker decisions -- are as loud as ever.
Adding digital veterans such as Ross and other recent hires could help Metamarkets convince some of the doubters, at least in the short term.
"If you're running a small business and you're just looking for a better solution than Excel spreadsheets, Metamarkets isn't necessarily for you," Ross said. "But if you're a programmatic operator working with large amounts of data that you need available in real time for your campaign and yield managers to see how the business is doing at a glance without having to license a database, invest in servers and hire a new team to work it, then we're the right solution."