Eye On With John Snyder, co-founder and CEO of Grapeshot

Sep 15, 2017


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John Snyder, CEO and co-founder of Grapeshot, which help brands better target advertising campaigns through advanced probability algorithms that understand context on real-time basis, says the company he keeps a close eye on teaches him through its mistakes. “I’m strangely interested in Uber, but it’s somewhat of a fear factor – how do you navigate leadership when growth is out of control?”

Snyder admires the way Uber has given passengers a seamless experience and how the company’s use of data has changed the way things are done in the transportation industry. But he is mindful of Uber’s many publicly documented missteps, from creating hostility with local taxi drivers to poor treatment of its drivers and female employees. “It reminds me that when you’re changing the world, technology isn’t the most important thing,” says Snyder. “It’s people – your employees and your customers.”


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We've all been there: followed a bit too long, and a bit too closely. Hopefully not in the real world, but it certainly happens during our digital travels, as advertisements clued in to our search and browsing behavior dog us for hours, days, and weeks on unrelated sites—and well past the point of purchase decision. "In the world of digital ads, the consumer is disenfranchised—they're being stalked or else they're turning on ad blockers," says John Snyder, co-founder and CEO of Grapeshot, which uses adaptive machine learning algorithms to improve ad targeting, creating a more contextual experience.