- Ad network You & Mr. Jones hired Integral Ad Sciences co-founder Will Luttrell as its first chief technology officer.
- Luttrell is building a tech platform to help marketers take more control of their ad budgets.
- Advertisers have grown more concerned about a lack of transparency in their ad buys.
- See more stories on Insider’s business page.
You & Mr. Jones, a network of digital advertising businesses, hired a veteran adtech exec as its first chief technology officer as it tries to give marketers more control over their ad spending.
Will Luttrell, who also will become a partner, co-founded ad verification company Integral Ad Science and Amino Payments, which focuses on transparency in the ad supply chain.
Luttrell said he’s building a system to connect You & Mr. Jones’s companies, such as data analytics firm Fifty-Five and influencer agency Collectively, to help marketers do more of their ad-buying themselves.
He’s also helping them in-house their ad buying through You & Mr. Jones Media, a new ad-buying division run by Nick Emery; and will guide M&A strategy.
Advertisers have grown more concerned about transparency since a 2016 study by the Association of National Advertisers revealed that publishers paid kickbacks to the agencies that bought ads from them, he said.
A 2020 survey of programmatic ad sales by the Incorporated Society of British Advertisers found that only about 50% of digital ad dollars went to publishers and at least 15% couldn’t be tracked at all. The ANA recently announced another project focused on waste in programmatic buying.
Luttrell said the digital ad marketplace is rigged against CMOs who manage hundreds of millions in ad dollars every year but can’t access the data they need to figure out where that money is going.
“When you can’t get answers to questions like ‘What happened to the $10 million I spent on this North American campaign?’ that’s a big problem,” he said.
You & Mr. Jones Media is privately owned and does not share its finances, but CEO David Jones said organic revenue grew by 34.3% year over year in the first quarter of 2021.