Chris Cunningham Of appssavvy Aims To Change Online Ads

, appssavvy co-founder and CEO, appeared on CNBC's Squawk Box to discuss how his company aims to correct the issue with innovation in digital online advertising. "Generally, it's called a page-loader impression that generates the ad. You type in a URL. Ads get delivered, but there's no context to why you receive that ad," said Cunningham. "And's that's why there's a massive problem with online advertising as far as the performance. Click-through rate [on average] is at an all-time low." He described appssavvy as a platform that breaks down what publishers produce, configuring what its most successful content is in terms of engagement, "those are native activities on your show [online]. We would then find the timing to delver an ad, for an American Express

or Coca-Cola

, at a logical time, that's not pre, but potentially mid or post. So we call them 'natural breaks'," said Cunningham, going on to say that timing and context are the "two biggest elements that have been missing in digital advertising."

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Cunningham admitted that their system isn't perfect, citing that advertising is a tricky business. He believes that users are more receptive to contextual advertising on their way out (before moving on to another page from an article) opposed to before they enter a site, and sidebar ads, that aren't sorted by relevance.