Etology.com

Etology operates as a global advertising network, established in 2005 by founder Bako Kaye. The firm is positioned within the AdTech and Media and Information Services sectors, functioning as an online marketplace connecting advertisers with publishers to trade advertising space on websites and mobile platforms.

The company's core business revolves around managing ad inventory to maximize sell-through for publishers while offering customized media plans for advertisers. Etology's platform is designed for both experienced media buyers and beginners, providing them with tools for a positive return on investment. The service portfolio includes text and banner ads across various standard units like banners, skyscrapers, and in-video formats. Advertisers are equipped with a suite of targeting capabilities, including geographical, gender, device, and site-specific options, with each ad undergoing a manual review process. For optimization, the network provides a self-serve platform with features such as frequency capping, retargeting, and detailed real-time analytics to enhance campaign performance for both advertisers and publishers.

Financially, Etology has a history of venture capital backing. The company secured $4 million in a Series A funding round on November 13, 2006, with participation from investors including DG Ventures, Mustang Ventures, and CGM Marketing. Headquartered in Glendale, California, the company maintains a private status.

Keywords: ad network, adtech, digital advertising, media buying, online marketplace, publisher monetization, advertiser platform, traffic monetization, banner ads, text ads, video ads, geo-targeting, ad optimization, media and information services, B2B advertising, Bako Kaye, performance marketing, ad inventory, real-time bidding, affiliate marketing