AdTheorent offers a predictive advertising technology platform that leverages Big Data, adaptive models, and device and environment mapping to identify audiences most likely to engage with digital ads and deliver targeted impressions. The company commercialized Barometric, a SaaS product that uses proprietary cross-channel tracking and attribution to help brands identify consumers and measure media performance across desktop, mobile, TV, radio and in‑home environments. Led by Co‑Founder & CEO Anthony Iacovone, AdTheorent emphasizes machine learning and identity mapping to enable efficient audience targeting at scale. The company intends to use proceeds from the recent financing to continue building and growing operations and its technology solutions. Financial details and operating metrics were not disclosed in the article. AdTheorent describes itself as the world’s first 2nd generation mobile ad network built to address the specific needs of the mobile advertising ecosystem. Its platform integrates more than 35,000 mobile inventory sources and analyzes hundreds of thousands of potential impressions per second using enriched demographic, behavioral, location and device data. The platform applies real-time predictive modeling to identify impressions with higher propensity for conversion and places bids in real time within advertiser pricing parameters. In the first half of 2013 the company tripled its advertiser clients, more than doubled revenue versus the first half of 2012, and realized a 25% increase in average campaign spend. The company plans to use the newly raised funds to expand research and development as well as sales and marketing. AdTheorent combines premium mobile sites, brand safety and managed services with data-driven RTB technology to deliver higher conversion rates at lower cost.

Total raised

$4M

Funding rounds

2

Latest round

Equity

Latest activity

Sep 2013