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D 5 · C 5 · P 5 · Cm 4 4.85
Q Yeah. Yeah. I mean, so interesting. Uh, tell me more about funding history. Have you raised or you're bootstrapping this thing?
A So we bootstrapped it. Um, from the beginning, we, it was just the two of us. There wasn't really much of a, much of a product, but we kind of had a few good connections in the space and started running some campaigns as a purely managed service. And then really tried to parlay that into hiring a contracted tech team, building a platform, establishing a DMP, getting that out into the publisher space. Um, that was another reason why we went with the publishers early. When we work with somebody like a tech target, they already had a hundred sales reps out in the field, talking to Dell and Lenovo and, HP and all those guys. And that would have taken us months, years to break into on our own. Um, so we really focused on the Boston market, especially that was kind of taking advantage of our network. Um, and then we just kind of reinvested as much as we could to grow the company, to grow the team, continue to build more technology.
AI assessment note: “So we bootstrapped it. Um, from the beginning, we, it was just the two of us.”
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D 4 · C 5 · P 5 · Cm 4 4.55
Q Got it. Makes sense. And is it a pure SaaS play, or is there kind of a cut of spend deal as well?
A Uh, so it's not SaaS at all, actually. The way that, that, I'll give you a little bit of a history of the business, and I'll kind of explain how we got there. So we, we really started in ad tech. Um, my co-founder, Kevin, and I worked At a, uh, enthusiast kind of portal where we had a gardening site, photography, stuff like that. He ran sales. I ran ops. Um, this is around 2009. We saw the, the world was moving towards data, towards audience targeting, and, uh, the kind of real time bidding environment provided the liquidity to start doing those things at scale. Um, so we built a product initially to work with publishers to help them gather all their first party data, realize who's going to their site, what those patterns look like, and then reach out and target them, um, primarily as like an audience extension play. And that morphed into a greater focus on B to B, which then morphed into kind of creating our own unique data asset. Um, and once we had that, we had a compelling story to go out to add agencies as well. So currently the business is entirely focused on B to B. We do work with both B to B publishers, we're like a tech target of spice works, bent and media, things like that. And then directly with ad agencies and brands as well.
AI assessment note: “so it's not SaaS at all, actually.”
