Peter Kafka

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Greycroft Keeps Betting on Ad Tech, Adds New Partner John Elton

john elton greycroftLots of investors say they are done putting money into ad tech. But Alan Patricof’s Greycroft Partners thinks it can still find interesting opportunities in that sector.

And that’s part of the thinking behind the company’s newest hire: It has brought on John Elton, a VC with a bunch of experience in ad tech, as a partner.

Elton was previously a partner at iNovia Capital in Montreal, but his roots in digital ads go back to his time at 24/7 Media, a digital marketing pioneer. His current engagement with the industry includes a board seat at TripleLift, a startup that’s supposed to help brands figure out the best visuals to use for their marketing.

Elton is one of several hires Greycroft has made in the past couple years, and this one was easy for them to source: At iNovia, he worked with Greycroft on eight deals.


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Another gadget you don’t really need. Will not work once you get it home. New model out in 4 weeks. Battery life is too short to be of any use.

— From the fact sheet for a fake product entitled Useless Plasticbox 1.2 (an actual empty plastic box) placed in L.A.-area Best Buy stores by an artist called Plastic Jesus