Today David is joined by 33 Across founder David Wheeler. While the biggest players in the industry like Google, The Trade Desk and agency programmatic platforms like Xaxis scoop up the majority of the $50 billion now flowing through automated advertising trading platforms, specialist services have emerged to meet marketers’ needs for transparency and impact. The company name refers to the toughest crossword puzzles that can be solved if you decipher a large horizontal word in the middle of the puzzle. According to Wheeler, in many difficult puzzles these are often around 32 or 33 across. “33Across unlocks the puzzle of quality online advertising,” says Wheeler.