Magnetic builds digital advertising and marketing technology that helps marketers prospect, acquire, convert and reactivate customers across channels in real time. The company is merging with MyBuys, a San Mateo provider of a multi-channel marketing and personalization platform, to combine capabilities. The united company will operate under the Magnetic name and be led by Magnetic CEO James Green; MyBuys CEO Rita Brogley will join Magnetic’s board. Magnetic says the combined entity will serve 700 customers globally and generate $100 million in revenue. The company intends to use the new funding for product innovation across its combined offerings. The combined product set will cover display, email, on-site and mobile channels in real time. Magnetic is a NYC-based provider of search retargeting solutions. It offers search retargeting capabilities and a proprietary keyword generation solution designed to power both brand awareness and direct response campaigns. The technology enables advertisers to target and engage users outside of search engines with creative messages. The company intends to use the capital to further accelerate growth and product development. Led by CEO James Green, Magnetic currently employs over 40 people and operates offices in Detroit, Chicago and Los Angeles. The article does not disclose revenue or user metrics. Magnetic (formerly Domdex) operates a data marketplace that sells search-engine–derived signals to ad networks, ad exchanges, and demand-side platforms so advertisers can better target display ads. The company positions its product as bringing the power of search intent outside of search engines and into media-rich display inventory. Magnetic works with more than 90 ad agencies, networks, and DSPs and its technology also functions on mobile devices, though mobile campaigns are still limited. The company plans to expand beyond running the marketplace to work directly with advertisers and networks to combine ads with search data and to help manage those campaigns. Financially, Magnetic has completed its first round of institutional funding and will use the new capital to grow its services and operations. The startup is based in New York City.

Total raised

$39M

Funding rounds

3

Latest round

Equity

Latest activity

May 2015