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As for the near future, Benjamin says that mobile represents an even greater opportunity for Exo Click.
“Six months ago mobile represented 50% of our revenue; in April alone it jumped to 60%. With porn consumption being mostly mobile these days, Exo Click has one more chance to increase its size and dominate in a world where giants can’t compete.
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Asked about the decision to establish the company in Dublin instead of Barcelona, Benjamin quickly points out four key factors: the fact that many US tech multinationals are based in the Irish capital, low taxes, good talent and an interesting bridge to establish relationships with US VCs.
The existence of EXADS, which counts Exo Click as one of its main clients, will allow the latter to focus on sales and to work on one of its most recent products, an API for developers that “will hopefully help us transform ourselves into more of an ad platform and to become more transparent with our clients”.
The Barcelona-based company, founded by Benjamin Fonzé in 2006 and now run with his brother Adrien, had revenues of €84 million in 2014 ( 30% year-on-year) and continues to dominate in an area where giants like Facebook or Google can’t compete.“We also saw that these sites -despite having a huge amount of traffic- worked in a very old fashioned way, with static ads, very little transparency and no analytics services. Fast forward to today and the 50-person company has become the fourth biggest ad network in the world, according to W3Techs.What’s even more interesting is that this growth has been achieved with no outside investment and with most of the tech behind the company being developed by a single engineer, Benjamin himself.It all started in 2006, when several of Benjamin friends launched their own blogs and began playing with advertising.However, most did not know how to optimize or to automate the buying and selling process.“The ad network industry was very small in 2005”, Benjamin remembers.“From 2006 and on it started to open up, and by then we had already started working with casinos and other gambling sites”.“I was good at coding but not at many other things, including finances.I never wanted to take on debt or spend more than what was really needed”.If so, that page may get a rankings boost for that keyword. Google Hummingbird: This “algorithm change” helped Google go beyond keywords.Thanks to Hummingbird, Google can now better understand the topic of a webpage. Duplicate Content: Identical content on the same site (even slightly modified) can negatively influence a site’s search engine visibility. Rel=Canonical: When used properly, use of this tag may prevent Google from penalizing your site for duplicate content. Image Optimization: Images send search engines important relevancy signals through their file name, alt text, title, description and caption. Content Recency: Google Caffeine update favors recently published or updated content, especially for time-sensitive searches.