Triggit is a demand-side platform that specializes in cookie-based retargeted advertising, integrating advertiser site data to buy and serve dynamic ads. Its technology can scan advertiser sites and automatically generate headlines and images, and it can buy billions of ads per month. Triggit focused development on Facebook's ad exchange (FBX) and reported a 300% revenue increase in the five months after connecting to FBX. The company had been in business for seven years and was nearing profitability before the FBX opportunity. Performance data published by Triggit shows FBX campaigns delivered materially higher conversions, lower costs, and faster purchase behavior versus other exchanges. Management says it earns revenue on each ad it runs and aims to use retargeting to make ads more relevant rather than interruptive. Risks include increased competition if Facebook opens FBX to more DSPs or expands placement to mobile. Triggit is a demand-side advertising platform that lets advertisers bid on individual ad impressions in real time based on the site and the viewer. The platform can bid across nine different ad exchanges and counts clients such as Kaplan, Groupon, and major ad agencies. Since launching in October the service has seen very strong growth, with impression volume increasing roughly 200% month-over-month; the company grew from around 1 billion impressions in December to roughly 15 billion ad impressions a day. Triggit began as a drag-and-drop JavaScript tool for inserting ads into websites before shifting to real-time bidding in October 2009 and currently has 13 employees. The company competes with Invite Media (recently acquired by Google), MediaMath, and X+1. Financially, Triggit had previously raised $2 million in convertible debt, which is converting as part of its latest financing.

Total raised

$12M

Funding rounds

2

Latest round

Series B

Latest activity

Jan 2013