Crosswise
Facilitates authoritative cross-device mapping.
| Date | Investors | Amount | Round |
|---|---|---|---|
| investor investor | €0.0 | round | |
| investor | €0.0 | round | |
| investor | €0.0 | round | |
| investor | €0.0 | round | |
| investor investor investor investor | €0.0 | round | |
$50.0m | Acquisition | ||
| Total Funding | 000k | ||
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Crosswise was a data-centric firm that specialized in cross-device identity mapping, operating within the ad-tech and marketing technology sectors. Founded in Tel Aviv, Israel, in August 2013 by CEO Steve Glanz, CTO Jonathan Seidner, and VP of R&D Ron Reiter, the company addressed the challenge of identifying a single user across multiple digital devices. The founding team brought a wealth of experience; Glanz had a background in business development at companies like myThings and Shopping.com, while Seidner and Reiter had technical experience in big data and software engineering, including at the Israeli Defense Forces' elite Unit 8200.
The company's core business was providing a probabilistic device map to clients such as ad-tech vendors, consumer brands, and premium publishers. This service enabled them to execute more effective cross-device advertising, content personalization, and analytics. Crosswise's business model revolved around licensing this mapping data. Its technology processed over a petabyte of user and device activity data monthly, using proprietary machine-learning algorithms to anonymously match billions of PCs, tablets, and smartphones to their individual users. The platform analyzed dozens of data points like IP addresses, WiFi networks, device types, and browsing behavior to establish high-probability links between devices, without personally identifying the user.
After raising a total of $5 million, including a $3 million Series A round in 2015 from investors like Giza Venture Capital, Horizons Ventures, and OurCrowd, Crosswise demonstrated significant traction in the market. This culminated in its acquisition by Oracle in April 2016 for an estimated $50 million. Following the acquisition, Crosswise's technology and team were integrated into the Oracle Data Cloud to enhance its ID Graph capabilities, providing a more complete view of consumer digital interactions.
Keywords: Crosswise, Oracle Data Cloud, cross-device identification, device mapping, ad tech, marketing technology, big data analytics, probabilistic matching, Steve Glanz, Jonathan Seidner, Ron Reiter, Oracle acquisition, user identity, ad targeting, content personalization, data as a service, DaaS, machine learning, ID Graph, consumer analytics, digital advertising, Tel Aviv startup