AdExchanger Talks: Rockerbox’s Attribution Journey – Detailed Summary

Podcast Information

• Title: AdExchanger
• Host/Author: AdExchanger Talks
• Episode: Rockerbox’s Attribution Journey
• Release Date: July 8, 2025
• Host: James Hersher (filling in for Managing Editor Allison Schiff)
• Guest: Ron Jacobson, Co-founder and CEO of Rockerbox

1. Introduction to Ron Jacobson and Rockerbox

The episode kicks off with host James Hersher introducing Ron Jacobson, the Co-founder and CEO of Rockerbox. Jacobson shares his journey into the programmatic advertising space, starting from his early days as a software engineer at the Federal Reserve Bank of New York.

Notable Quote:

"I was fresh out of college with a Computer Science engineering degree, working as a software engineer at the Federal Reserve Bank of New York. It took me six months to realize it wasn't aligned with what I wanted to do with my life." ([02:15])

2. Transition from AppNexus to Founding Rockerbox

Jacobson recounts his transition from AppNexus, where he served as a product manager, to founding Rockerbox alongside his first hire, Patrick Latul. He highlights the supportive and intellectually stimulating environment at AppNexus, which paved the way for his entrepreneurial venture.

Notable Quote:

"AppNexus was a very unique environment with super smart people at a hyper-fast growing company. I got really lucky." ([03:35])

3. Origin of Rockerbox: From Mobile App to Attribution

Initially, Rockerbox started as a mobile shopping app for women's fashion. However, after realizing the mismatch between Jacobson’s interests and the business, he pivoted to focus on attribution and measurement in advertising.

Notable Quote:

"We stopped the mobile app after two months when I realized I shouldn't be in the business of selling women's fashion." ([08:00])

4. Challenges in Scaling and Funding

Rockerbox faced significant challenges in scaling and securing venture capital. Despite generating profits through their initial media business, they struggled to obtain external funding, primarily due to the unfavorable timing of funding rounds and the unpopularity of managed service media businesses at the time.

Notable Quote:

"Every time we tried to raise capital, we failed. It was an adverse election problem." ([10:49])

5. Pivot to Attribution and Overcoming Industry Challenges

In 2018, Rockerbox shifted its focus exclusively to attribution, moving away from the profitable but distraction-heavy media business. This transition was driven by a desire for better alignment with client needs and a more sustainable business model.

Notable Quote:

"Attribution was a much better problem set for me and my co-founder. There was a much better founder-market fit than our original media business." ([15:18])

6. The Evolution of Attribution in AdTech

Jacobson discusses the evolving landscape of attribution over the past seven years. He notes the initial opportunities before significant privacy changes and the acquisition of first-generation attribution companies. Rockerbox differentiated itself by measuring across various channels, including paid social and direct mail, rather than solely focusing on programmatic.

Notable Quote:

"We approached measurement less from a lens of pure programmatic and less from the lens of piggybacking on DoubleClick UIDs." ([22:34])

7. Current Attribution Landscape and Rockerbox’s Position

Rockerbox operates in a highly competitive and fluctuating measurement industry, characterized by cycles of inflated expectations and subsequent disillusionment. Jacobson emphasizes the necessity for measurement providers to offer diverse methodologies, including multi-touch attribution (MTA), marketing mix modeling (MMM), and incrementality testing.

Notable Quote:

"All measurement providers are eventually going to have to provide all types of measurement." ([25:30])

8. Acquisition by DoubleVerify (DV)

The recent acquisition of Rockerbox by DoubleVerify is a significant milestone. Jacobson highlights how this partnership will enhance Rockerbox’s capabilities, allowing for organizational scaling, better go-to-market strategies, and integration with DV’s robust data resources.

Notable Quote:

"Coming together with DoubleVerify is going to be huge for Rockerbox. They bring a lot of resources that we never had." ([33:40])

9. Future Outlook and Optimism

Looking ahead, Jacobson expresses optimism about leveraging the combined strengths of Rockerbox and DoubleVerify. He anticipates accelerated growth, enhanced product offerings, and the ability to better serve clients with increased resources and support.

Notable Quote:

"We're excited to sell into DoubleVerify’s extensive customer base and leverage their data to make our product better." ([33:40])

Conclusion

In this insightful episode, Ron Jacobson provides a comprehensive overview of Rockerbox’s journey from a premature mobile app venture to a leading attribution provider in the ad tech industry. He delves into the challenges of scaling a startup, the strategic pivot to attribution, and the significance of the recent acquisition by DoubleVerify. Jacobson’s experiences underscore the dynamic nature of the advertising technology landscape and highlight the importance of adaptability and strategic focus in driving business success.

Notable Quotes Summary:

• Ron Jacobson ([02:15]): Discusses leaving the Federal Reserve for a startup environment.
• Ron Jacobson ([03:35]): Praises the unique environment at AppNexus.
• Ron Jacobson ([08:00]): Explains the pivot from a mobile shopping app to attribution.
• Ron Jacobson ([10:49]): Details challenges in securing venture capital.
• Ron Jacobson ([15:18]): Justifies the shift to attribution.
• Ron Jacobson ([22:34]): Highlights Rockerbox’s unique measurement approach.
• Ron Jacobson ([25:30]): Emphasizes the need for diverse measurement methodologies.
• Ron Jacobson ([33:40]): Expresses excitement about the acquisition by DoubleVerify.