Canadian Business: How Sortable wants to take the pain out of digital advertising

Christopher Reid has no small ambition when it comes to his company, online advertising startup Sortable.

“Things are very broken in the ad space in publishing in general,” he says. “Our goal is to start cleaning things up.”

He’s referring to the overly complicated jumble that advertising has become. In order to get their messages out, advertisers have to deal with a host of middle-men, from agencies and trading desks to buying networks and supply platforms. Read more