Tom Riordan, CEO

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Why I Founded SugarFree

I've worked with advertisers for over a decade to help them add thoughtfulness to targeting & measurement strategies amidst a growing sea of available consumer datapoints.

During stops at then-boutique agency Spark Foundry, cross-screen video disruptors TubeMogul and enterprise level personalization leaders Adobe, I found an ad industry obsessed with tracking, targeting and measuring individual people -- despite a growing chorus of regulators and consumers saying they're not OK with this sort of behavior long term.

 

Could it make sense for advertisers to altogether reject hyper-personalized targeting and measurement in favor of approaches that are both broader-reaching and more consumer-friendly? SugarFree was founded to help brand & agencies answer this question for themselves.

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