DIGITAL MARKETING HUB v2.0 - AdExchanger

Digital Marketing Hub v2.0
BMO Capital Markets
Exhibit 81. Selected Private Company Profiles (continued)
Company Company Snapshot Financial Sponsors Include: Headquarters
OpenX is an ad exchange and digital ad serving company that enables publishers to manage their
ad inventory. Products include OpenX Enterprise (ad serving), OpenX OnRamp (customizable ad
serving platform), OpenXMarket (ad exchange), and Orange Ad Market (European ad exchange).
• Index Ventures
• First Round Capital
• SAP Ventures
• AOL Ventures (AOL)
• Mitsui Global Investment
• Presidio Ventures
• Accel Partners
Pasadena, CA
Operative is a sell-side platform (SSP). The Operative.One digital platform brings together the
business processes and systems necessary to package, sell, traffic, manage, optimize and collect
revenue via advertising. Other services include ad trafficking, campaign management, and ad
serving support.
• Edison Venture Fund
• Orix Venture Finance
New York, NY
OptiMine Software is an advertising optimization provider. The flagship product, OptiMine Paid
Search Bid Management, forecasts the performance of paid search ads and automatically sets
optimal bids. OptiMine's SaaS offering is model-based rather than rule-based, optimizes at the
keyword level, and is automated.
• Bill Watkins (angel investor)
• Stuart Larkins (angel investor)
• Calument Venture Fund
St. Paul, MN
Pardot is a B2B cloud marketing automation software provider whose platform features CRM
integration, email marketing, lead nurturing, lead scoring and ROI reporting. Products include
Pardot Marketing Automation (cloud-based marketing automation solution), Pardot Mobile for
iPhone (access Pardot records on iPhone) and LeadDeck (Pardot desktop application).
• Not available
Atlanta, GA
Payfone authorizes and processes mobile payment transactions for app stores and merchants.
Payfone processes transactions using the same network used by mobile operators giving consumers
a credit card-like mobile purchasing experience on their mobile phones. The flagship product is
called SmartBill.
• American Express (AXP)
• Verizon Ventures (VZ)
• Rogers Ventures
• B'berry Partners Fund (RIMM)
• Opus Capital
• RRE Ventures
New York, NY
Pluris Marketing is a data provider specializing in processing large data to create offer catalogues
and execute cross-channel offer optimization programs. Products and services include MORE
(offer management) and Integrated Marketing Solutions or IMS (segmentation, targeting, campaign
management, reporting, analytics and strategy).
• Providence Equity Partners
Boston, MA
Pontiflex operates mobile advertising platform for "signup ads" on mobile platforms. With signup
ads, consumers can opt in to receive ads from the brands they like without leaving a mobile app or
website. In March 2012, the company launched its self-service platform called AdLeads
• New Atlantic Ventures
• Tribeca Venture Partners
• RRE Venture
Brooklyn, NY
PubMatic is a sell-side platform (SSP) that combines an impression-level ad auction, brand
protection tools, and enterprise ad operations support to online publishers. Products include
PubMatic Premier (ad solutions for large media companies), AdFlex (campaign-based inventory
purchasing system for ad networks), REVV (yield optimization platform) and PubMatic Ad
Auction Engine. The recent acquisition of MobiPrimo expands platform to mobile and allows for
cross-device support for publishers.
• Draper Fisher Jurvetson
• Helion Venture Partners
• Nexus India Capital
• Nexus Venture Partners
Palo Alto, CA
PulsePoint was created via the merger of ContextWeb and Datran Media, and provides contextual
advertising, ad exchange and email marketing services across display, social, mobile, video and
email. Services include data management and media mix optimization, content distribution,
contextual ad exchange capabilities, performance price optimization, RTB and crowd sourcing.
• Draper Fisher Jurvetson
• DFJ Gotham Ventures
• DFJ New England
• Investor Capital Growth
• Updata Partners
• VantagePoint Capital Partners
New York, NY
Quantcast connects the planning, buying, and media fulfillment processes, delivering consistent
and accountable audiences. Products include Quantcast Measurement (audience measurement
solution), Quantcast Lookalikes (targeting) and Quantcast demographics (audience segmentation)
• Founders Fund
• Polaris Venture Partners
• Revolution Ventures
• Cisco (C SCO)
San Francisco, CA
RadiumOne is a social advertising company. The company's Dynamic Audience Platform (DAP)
uses social interaction data to capitalize on real-time interests. Products on the RadiumOne DAP
include Via.Me (social publishing platform), Po.st (social sharing monetization platform),
Expressions (social ads), and PingMe (cross platform group messaging).
• Adams Street Partners
• Trinity Ventures
• Crosslink Capital
• DFJ Esprit
San Francisco, CA
Rallyverse is a social media monitoring provider. Rallyverse examines a brand’s content assets
(blog posts, videos, images, etc.) as well as approved third-party content sources to discover items
and links that match trending topics, enabling marketers to connect with the right messages to
consumers in the right places such as Facebook fan pages.
• Not available
New York, NY
Source: Company websites and trade press reports
A member of BMO
Financial Group
102
June 7, 2012