- by Charlene Weisler , Op-Ed Contributor, July 26, 2017
Gabe Greenberg, CEO and co-founder of GABBCON (Global Audience-Based Buying Conference and Consultancy), has a varied background,working on both the client side (ADT Dealer and Microsoft) and the sales/marketing sides of the advertising marketplace (The Trade Desk, Delivery Agent, Autobytel, Bigfoot Interactive, Vibrant Media).
But a standard corporate job was not in the cards for Greenberg. “I have had an entrepreneurial spirit since I was quite young, I get it from my father/family,” he confessed. “I have always wanted to help shape the market and be part of something bigger, which led to Tina [Greenberg] and I starting GABBCON. We saw a gap in the market that we seized and we have not looked back.”
Charlene Weisler: What are the challenges to audience-based buying and selling? And how to overcome them?
Gabe Greenberg: Technology is no longer an issue. The politics within different sales organizations — and the potential for some of them to try to set up additional walled gardens due to unwarranted fears about the threat to price — is our biggest obstacle today.