Boomerang, which began as a an e-commerce company focusing on social gifting, was initially a flop after it launched, writes Zach Smith, the company's founder and CEO. However, the company's leadership team realized that the business had serious potential as an advertising platform. "By embracing the failure of our launch concept and pushing toward the bright spots, we stumbled upon a form of advertising that advertisers, publishers and consumers benefit from," he writes.

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