Augur

Founded in 2012 and based in Boulder, Colorado, Augur operated as a provider of device recognition services. The company offered a suite of Application Program Interfaces (APIs) designed to help security and ad-tech companies recognize devices and their owners across the internet without the use of cookies. This technology was developed to serve two primary client types: security companies and ad-tech customers. For its security clients, Augur's API aimed to authenticate users by their device, providing a layer of protection against unauthorized access to payment, banking, and application accounts. For its ad-tech clients, the platform was designed to enable the delivery of personalized advertising across various consumer devices.

The core of Augur's offering was its cross-device attribution API, which utilized machine learning to identify a unique device and its owner across multiple platforms like laptops and smartphones. The business model centered on providing this API to businesses of all sizes, allowing them to personalize website experiences for users to maximize conversions. The company raised a total of $1.16 million over three funding rounds, with its first round on May 10, 2013, and a subsequent seed round on September 25, 2016. Key institutional investors included iGan Partners, Techstars, and Right Side Capital Management. On May 4, 2017, Augur was acquired by Wunderkind.

Keywords: device recognition, cross-device attribution, API, ad-tech, security authentication, user identification, cookie-less tracking, website personalization, conversion optimization, fraud prevention, marketing analytics, customer journey tracking, device fingerprinting, identity resolution, mobile attribution, Right Side Capital Management, Techstars, iGan Partners, Wunderkind, Boulder startup