NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Chris Paquette: CEO & Co-founder, DeepIntent

My NativeAdVice:


Chris Paquette is a technologist and innovator who serves as CEO and Co-founder of DeepIntent, an AI-powered marketing platform. With a background in machine learning-based systems, Chris built DeepIntent with the mission to become an efficient programmatic marketplace in the industry with AI at its core. DeepIntent is headquartered in New York City. Previously, Chris applied natural language processing and AI technologies at Memorial Sloan Kettering Cancer Center through textual analysis of medical records, exposing correlations in certain diseases and outcomes. Since the start of his career, Chris has approached complex domains through a creative lense, designing technical solutions with far-reaching impact. Most recently, Chris led his team at DeepIntent to an acquisition by Propel Media, within a year of the company's inception.

How did you get into the industry?

I worked in search advertising for my first job out of college and became familiar with the industry that way. I was part of a small data science team that built the algorithmic bidder for the company. After I left, I went to work at  Memorial Sloan Kettering Cancer Center, where I helped build out the Data Science team. We focused on building algorithms that analyzed text within patient medical records and aimed to predict outcomes and identify patients at high risk of surgical site infections. Inevitably, this experience made me think of the applications back in advertising of understanding patterns in text and linking it back to “performance.” DeepIntent was inspired by the work we did in healthcare.

Any emerging industry trends?

What we see happening, like many others in the industry are predicting, is a convergence of martech and adtech. It’s quickly becoming impossible to talk about one without talking about the other. Conversations and topics related to this are identify graphs, data onboarding, 1:1 deterministic audiences, personalized messaging, all together comprising what we call Intelligent Programmatic, which DeepIntent is building.

Any industry opportunities or challenges?

For programmatic teams, it’s been a challenge to find value in building highly niche audience segments for two reasons: first is scalability, and second is that niche audiences require a lot of human effort and a level of knowledge and transparency into marketing data sets that simply doesn’t exist in the ecosystem. Many ad ops teams are used to simply checking boxes off and buying data sets from third parties without asking questions about the fidelity and quality of the data. We think this is a big problem. Additionally, when you begin to layer many datasets together from multiple data sources, there’s significant loss in scale due to issues with the process of cookie matching. (Typically DSPs can only match 30% of their data).

Since DeepIntent built a holistic, integrated programmatic stack (an AI + Data Management Platform + Demand Side Platform all in one), we develop interest profiles primarily from our own first party data (and only when absolutely needed we can combine it with second, and third-party data) to build highly niche, complex audiences with a few keystrokes on our platform. We have a 100% match rate with our own DMP, which means we have the maximum amount of reach on these audiences.

Inspiration for the business idea, and your vision for the Business?

As we are engineers by trade, DeepIntent’s founding team sat in a unique position to see the technical and business challenges to building what is ultimately a marketing platform combined with a DSP - the first platform that truly integrates the most advanced marketing and advertising technologies and practices. Our platform can source data from CRMs, email lists and then enrich the data set with our own first party interests/affinity data in addition with third party datasets. We use our data to build highly granular look-a-like audiences in order to expand upon these known customers and add additional scale and reach.

For those advertisers who have an idea of their customer persona(s), we can easily translate these personas into programmatically targetable audiences. This is because our AI can understand up to 30 million individual concepts and sentiments, so DeepIntent can get very specific when building very complex audiences that represent varying levels of detail in their personas. For example, we can target users who are interested in specific car models and place considerable interest in fuel economies.

What's next for the Business in the near future?

Our company is growing 30% month over month and, having been acquired only 15 months after we first entered the market, we have plenty of resources to support hiring and building our vision of an integrated platform. We’re directing considerable resources to our data science team and investing heavily in natural language processing and computer vision as our core data sets.

Your key initiatives for the success of the Business?

We’ve invested considerably in building the various components of programmatic media buying, which has given us a unique position to work with partners in numerous ways with our data and media buying. We maintain a global vision that focuses heavily on the client’s needs and building a platform that is intuitive and simple to use.

Your most difficult moment at the Business? (and what did you learn?)

Organization charts don’t exist for early stage companies because everyone needs to play multiple roles and be an expert in multiple areas of the business all at once. Businesses are complex systems that are composed of many team members, all of whom have varying types of personalities, strengths and weaknesses. There are times when we’ve had the mirror held to us that’s forced us to evaluate ways we can be better. For any company going through a period of high growth, it’s vital that the CEO and management can construct an environment that allows employees to self-learn and self-organize in a way that’s maximally productive to the mission of delivering value for our clients.

Ideal experience for a customer/client?

At DeepIntent, we deliver frictionless service. Our goal is that our services are delivered without stress and our customers find delight in the simplicity of working with DeepIntent.

How do you motivate others?

I’ve always maintained that the easiest way to earn motivation is to build an environment that correctly aligns talent with projects and roles that challenge and force people to learn new skills. When combined with keeping members of the team as close to the client as possible, the team at DeepIntent sees their own growth and the value of their work reflected in the value they’re delivering daily to our clients.

Career advice to those in your industry?

Never settle; always keep learning. If you’re in sales, expose yourself to the tech side. If you’re in tech, learn what motivates the clients. You can always apply learnings from various parts of the business to your current role.

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