140 Proof

140 Proof was an advertising technology firm specializing in social and mobile ad targeting, founded in 2009. The company was co-founded by Jon Elvekrog, who also served as its CEO. Its core business centered on addressing the challenge of audience targeting within mobile applications. The firm operated in the programmatic advertising market, serving major brands like General Motors, Kraft, and ESPN by helping them connect with their desired audiences. Revenue was generated by selling targeted advertising solutions.

The company's key offering was its patented Blended Interest Graph technology. This system analyzed public social data from an extensive network of over 700 million social accounts to build detailed audience profiles. By processing billions of interest signals, the technology could identify individuals across various social platforms and deliver advertisements matched specifically to their interests. This allowed for more granular targeting and aimed to improve the effectiveness of digital media campaigns. The platform supported a range of ad formats, including standard IAB banners, native text, rich media, interstitials, and video ads.

In August 2016, Toronto-based AcuityAds Holdings Inc. acquired 140 Proof in a deal valued at up to $20 million. The acquisition was an all-cash transaction, with an initial payment of $3 million and subsequent performance-based earn-outs. For AcuityAds, the purchase was a strategic move to integrate 140 Proof's social data intelligence into its programmatic marketing platform, thereby enhancing its mobile and social targeting capabilities. The acquisition also provided AcuityAds with a stronger foothold in the U.S. market. At the time of the deal, 140 Proof had received funding from investors including Bluerun Ventures, Founders Fund, and SV Angel. AcuityAds has since rebranded to illumin. Keywords: 140 Proof, AcuityAds, illumin, adtech, mobile advertising, social targeting, programmatic marketing, Blended Interest Graph, Jon Elvekrog, in-app advertising, audience targeting, ad network, social data, interest targeting, digital media, Founders Fund, SV Angel, Bluerun Ventures, ad technology, mobile ad targeting