Archive for Chad Little

Changing your Company’s Name: How we used crowdsourcing to generate 1125 options

Posted by Chad Little on September 18th, 2014 at 10:08 am

Naming a startup is a difficult task. It’s made even more difficult by the fact that the majority of the great .com domains are gone. Choosing a good name that embodies what you do, creates a real identity and it’s easy to say and spell is a challenge.
I’ve faced this challenge several times with (online fantasy sports), myGeek and then Fetchback.  We were especially proud of the brand we built at FetchBack. The name had meaning and a real identity. It was easy to build our marketing around and it attracted clients and employees that were like-minded. It was also a .com; a huge plus in a world where it becomes harder and harder to find a good domain.
Our current startup is and it’s in the online ad-tech industry. We chose adhesive because easy to understand when spoken, has a positive meaning and ‘ad’ is a core part of the word (. We also liked the tie-in with 3M, a very innovative company.  That was the impetus anyways.
It’s hard to admit that the name you chose isn’t a good fit.
Unfortunately, lacks that soul and identity we’ve had in previous company names. It’s a ‘good’ domain but it’s... Read more

Look-Alike vs. Do-Alike Data

Posted by Chad Little on August 16th, 2013 at 7:37 am

It can be difficult to get a straight, simple answer from most companies in our industry about what they do – they/we tend to overcomplicate things. It’s what I like to refer to “Booth Babble syndrome.” You know, that tradeshow booth that contains an ungodly amount of text that says absolutely nothing. When asking the people attending the booth, “So what they hell do you do?” you’ll get a different answer each time. You lost me at “asynchronous” or “synergistic” or “bla bla bla.”
I think a lot of companies do this because there really isn’t a good answer as to what makes them different. They just don’t have a product or service that’s unique in any way. So the only real way to sell their useless products is to layer on lots of fancy, confusing words and attempt to baffle the buyer.
Some of the worst culprits are data companies and the metrics they use to sell to advertisers. I tend to look at online data in 2 simplified buckets: look-alike and do-alike. Advertisers tend to be very confused about the difference, but it’s something they need to know.
Look-Alike Data: Why Not Use It?
Advertisers would purchase this type of data based... Read more

Retargeting’s Dirty Little Secrets

Posted by Chad Little on July 24th, 2013 at 7:18 am

The team here at has been in the retargeting industry for a long time. We helped pioneer the space with the founding of FetchBack in 2007, back when the networks didn’t even know what retargeting was.
Since that time FetchBack has grown into the niche we knew it would, a service that has become a budget-line item for online marketers. It’s also become a hyper-competitive space with everyone claiming they can provide the same services and features. In the long run, this competition is great for marketers. Service levels should be increasing with prices declining. There are always the good players in with the bad. We thought it would be important to put together a quick checklist of what to watch out for when reviewing a retargeting partner. Never be afraid to ask pointed questions when you’re in the evaluation process. Actually, it doesn’t hurt to ask these questions of those you’re already working with!

Frequency caps: This is a big one. There are benefits to having a cost-per-click model when purchasing ad inventory, including retargeting. But there is a downside. The vendor is motivated to ship as many ads as possible in order to drive clicks. This can create a... Read more

Why ad tech companies have to invest in design

Posted by Chad Little on October 30th, 2012 at 1:36 pm

Design is not just about a company's logo, brochure or website. It’s not limited to the interface or code architecture. Design, and more specifically good design, is all encompassing. Good design can be found in product ecosystems where technology is used to provide information to the end user and control over product functions through different interfaces. Apple won with the iPod not solely on the merits of the device but because they also made it incredibly easy to purchase music. Innovation is now fundamentally linked to good design. Many companies now recognize how crucial design is to their success and fighting off commoditization. Good design can help a company, business, or even person reach their full potential.
Phase one of even some of the worlds most important innovations have been able to get away with less than perfect design. The first browser with the minimal capabilities of left justified text and images, a mobile phone that weighed 5 lbs. or a computer that did basic addition. The luxury of time to create incremental improvements in design is dwindling.
The amount of dollars and time that it takes to create a new startup has become cheaper and faster. Open source software, the cloud... Read more