Native Ads Are the Inevitable Future: Q&A With Inadco, Creator of Form Ads

Fresh off of a big Series B round of funding, Inadco appears to be in prime position to thrive in the increasingly mobile world of marketing and lead generation specifically. Its bread and butter is a product called Form Ads, which are native ads that aim to give marketers intent-based, real-time connections with consumers without taking them out of the app or website they’re in.

To learn more about the company and its take on native ads, we spoke with James Walker, founder and CEO of Inadco. After being part of two online advertising startups in the aftermath of the dot-com boom, Walker decided to venture out on his own, and that’s when Inadco was born.

How would you best describe Inadco in just one sentence?

Inadco is a platform for marketers to create native ad units called Form Ads that enable two-way communication between consumers and marketers, allowing for a better consumer experience and guaranteeing marketers a higher return on investment (ROI).

What’s the history of the company, and how was the name chosen?
Inadco’s platform launched in the summer of 2009 with the goal of enabling marketers to serve ads that add value to the end user and generate a higher ROI. We were originally focused on the display business but have since expanded to search and social. Recently, we have spent some time studying how Inadco could enable demand capture in video.

Inadco’s name is derived from the belief that consumers should be able to have a two-way conversation with marketers in just one click. In other words, consumers shouldn’t have to leave the website or app they are visiting to complete their desired task