MarTech Edge Interview with Hector Pantazopoulos, CRO & Co-Founder, SourceKnowledge

Could you share the remarkable journey and valuable insights you have gained while leading SourceKnowledge for the past 13 years?

Co-founding SourceKnowledge in the fast-paced digital sector has shown the importance of being adaptable in the face of ever-changing technology. SourceKnowledge itself has pivoted since its video-focused inception in 2009 to become an advertising network dedicated to recognizing quality publishers and allowing retailers and DTC brands to spend based on their goals, all while showcasing the power of the open web.

What factors contribute to SourceKnowledge being recognized as the premier performance platform in the industry?

A key factor contributing to SourceKnowledge being recognized as the premier performance platform on the open web is our ability to adjust to the current digital landscape. With industry changes over the last decade and a half, SourceKnowledge has had several iterations. Being flexible and adaptive is vital to any successful business.

Can you outline the key strategic approaches you adhere to in order to achieve and scale revenue at SourceKnowledge?

• Define clear revenue goals and track that targets are being met
• Build strategic partnerships
• Address user feedback and continuously improve the tech/products and tools available to our advertisers
• Provide effective customer support and account management to strengthen relationships

How do you effectively align the efforts of the product, marketing, sales, and customer success teams to drive revenue growth within SourceKnowledge?

Our product, marketing, sales, and customer success teams remain in sync by connecting on a regular basis. Our developers, along with product and marketing teams, review the product roadmap regularly to prioritize critical and revenue-driving projects. Our sales and customer success teams closely monitor campaign performance to identify the potential for revenue optimization, as well as identify new revenue and business development opportunities. Having teams with open lines of communication keeps efforts aligned, which ultimately supports our top line. 

Are there any upcoming solutions or innovations that SourceKnowledge plans to introduce in the near future?

We are currently working on completely revamping our dashboard to provide a new framework, new skin, additional tools, and visual insights to our users.

When faced with revenue challenges during economic downturns, what strategies have you implemented to overcome them at SourceKnowledge?

During economic downturns, SourceKnowledge has continued building and strengthening publisher relationships. By partnering with non-traditional deal-centric publishers (such as coupon sites, comparison shopping engines, coupon influencers, or BNPL services) with a focus on helping shoppers save, advertising remains relevant. Retailers can increase traction, effectively get in front of shoppers looking to save, and make the most of their ad dollars.

From your perspective, what significant disruptions do you foresee shaping the adtech landscape in the next decade?

Some key factors that will continue to shape the adtech landscape are:

• Compliance/privacy laws and regulations: Increasingly strict regulations will affect ad targeting and tracking.
• The deprecation of the cookie: A cookieless future will require new solutions for targeting ads and tracking.

What advice would you offer aspiring entrepreneurs seeking to establish themselves in the competitive adtech niche?

In the digital space, things change so rapidly, so it’s important to be adaptive and reactive. Getting stuck on a specific idea or result for your business won’t be productive. If an idea or project is no longer feasible, be nimble and adjust. Keeping up with the industry is key and also sparks your creativity.

Surround yourself with good people. The team you hire, as well as the publishers you partner with, are big decisions that should be made with thoughtfulness. You want to be able to work with people for the next many years and have mutual trust. This is key to growing your business.