Tuesday, June 25, 2024

    Geoff Cleaves, MD, Opticks talks us through compelling content, affiliate marketing and beating ad fraud

    Geoff Cleaves is Managing Director at Opticks, which he helped found in 2017. Opticks provides real time protection to digital marketers against ad fraud.

    Having used computers to analyse data since the age of 14 while living in Panama, Geoffrey has held data centric roles in Chile, Argentina, Spain and the United States across the insurance, telecommunications and internet marketing industries. Prior to joining Opticks, Geoff held roles as Business Intelligence and then Compliance Director at Billy Mobile where he helped analyse over 1 billion clicks a day.

    His areas of expertise include: ad fraud solutions, big data technologies, business intelligence, and MVAS Compliance. When not protecting himself from his young boys, Geoff likes to play tennis and cheer on FC Barcelona.


    Who are you and what is your current role?

    My name is Geoffrey Cleaves and I am the Managing Director at Opticks.

    Which countries or regions do you feel represent the greatest opportunity for telemedia services?

    Our growth is coming from the MENA and Asia regions.

    Which content and/or applications do you see being the most likely to benefit from telemedia billing and/or marketing technologies?

    There is so much competing content out there nowadays that whatever you are marketing, it has to be compelling. Let’s hope the times of low quality, high cost subscriptions are behind us.

    Do you think that Direct Carrier Billing can become mainstream and in which markets?

    I think it will be difficult for DCB to ever compete with banks or PayPal in markets where consumers have credit cards and bank accounts. Carriers have a lousy reputation for invoice transparency and their level of customer support competence lags tremendously versus financial institutions. Who wants to deal with that?

    Thus DCB greatest chances are in markets where consumers don’t use financial institutions.

    What are the key drivers and inhibitors for growth?

    DCB is a natural candidate for payments. However mobile operators lag way behind financial institutions when it comes to cyber security and customer support. Carriers need to improve in these two areas in order to be considered a viable payment alternative.

    Do you see affiliate marketing being a primary, trusted channel for telemedia propositions or do you think alternative routes to market will become more popular?

    Affiliate marketing can be a primary channel, but it can only be trusted when combined with a high quality fraud detection platform like Opticks.

    What are they likely to be?

    Google and Facebook are clearly popular alternate routes to market.

    How likely is it that crypto currencies will become popular telemedia/mobile payment mechanisms for premium content, services and applications?

    It is highly likely. Perhaps Facebook’s Libra will become mainstream and stable enough to take the lead.

    Your words of wisdom: On a more personal level, what is the most inspiring piece of advice that has seen you through a life in business to this day and who gave that advice to you?

    “Always listen to people, especially those who don’t agree with you. Then you can make informed decisions.” I don’t remember who gave me this advice, but it has always helped me.

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