How to Cover an IPO

I’m rather proud of this story, even though it’s pretty “inside baseball.” While the advertising technology sector may be opaque to most people, it’s huge and it matters. Please note the story elements I brought in:

  • Analysis of the company’s growth and revenue vs P&L, debunking the “the company isn’t making money” approach some journalists took
  • A Forrester analyst’s sector comparison
  • A customer’s viewpoint on what direction the company might take
  • Discussion of why the company filed now
  • A look at what it might spend some extra money on

Will Marin’s IPO Let It Buy an Ad Server?

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