When asked how to best explain what a Channel Partner is, Erik Requidan sums it up well: “Channel partners represent something unique in the ad tech industry - it's no secret that the complexities of the ad tech landscape keep growing for both large and small publishers. Channel partners help publishers navigate some of these complexities and work hand in hand with Google to support the ecosystem."
Erik himself is no stranger to the advertising world, but back in 2019, he and his co-founder recognized that the large media companies and independent publishers needed something that traditional ad management companies did not offer, which is custom, high-touch monetization services and specialized operators.
Justin Hansen, a colleague of over 7 years, and Erik architected the first of its kind company, Media Tradecraft, where they could offer this type of support to a holistic roster of publishers while also intentionally fostering inclusivity: “To build something different requires new points of view. We have shown the world that you can find talent that is diverse and great at what they do,” he says. “You have to be intentional about welcoming people of all backgrounds to the industry. Make that part of your company and then nothing else matters. You can’t focus on change and innovation by doing the same thing repeatedly with the same people.” Since then, the company has retained 100% of clients over its 3 year history and averages 102% year-over-year client growth.