ExchangeLab
Company connected to the world's largest programmatic digital point.
| Date | Investors | Amount | Round |
|---|---|---|---|
| investor | €0.0 | round | |
N/A | Acquisition | ||
| Total Funding | 000k | ||
| EUR | 2015 | 2016 | 2017 |
|---|---|---|---|
| Revenues | 0000 | 0000 | 0000 |
| % growth | - | (7 %) | (12 %) |
| EBITDA | 0000 | 0000 | 0000 |
| % EBITDA margin | (22 %) | (37 %) | (68 %) |
| Profit | 0000 | 0000 | 0000 |
| % profit margin | (22 %) | (38 %) | (66 %) |
| EV | 0000 | 0000 | 0000 |
| EV / revenue | 00.0x | 00.0x | 00.0x |
| EV / EBITDA | 00.0x | 00.0x | 00.0x |
| R&D budget | 0000 | 0000 | 0000 |
| R&D % of revenue | 1 % | 3 % | 19 % |
Source: Company filings or news article
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Founded in 2007 by James Aitken and Tim Webster, The Exchange Lab established itself as a programmatic marketing solutions company based in London, United Kingdom. The firm developed a proprietary technology, 'Proteus', which served as a programmatic operating system for marketers. This platform provided a unified interface to a marketplace of demand-side platforms (DSPs), enabling a comprehensive view across all programmatic channels.
The Exchange Lab's business model centered on providing technology-driven services to advertisers, allowing them to create, deploy, and manage campaigns across digital display, video, social media, and mobile channels. The Proteus platform's key function was to normalize data from various DSPs and other sources, which allowed traders to efficiently monitor, troubleshoot, and optimize campaigns from a single dashboard. This addressed the complexity and inefficiency of logging into multiple platforms to manage a single media plan. The company served over 700 clients, including prominent names like Virgin Holidays, Volkswagen, and Vue Entertainment.
A significant milestone in the company's trajectory was receiving an £5m investment in late 2013, which fueled the development of its technology and supported its expansion into North America. By the end of 2014, the company reported revenues of £21.4 million. This growth culminated in its acquisition by WPP's GroupM in December 2015. Following the acquisition, The Exchange Lab was set to operate as an agnostic business layer within GroupM's 'Connect' platform, with its Proteus technology being integrated to enhance GroupM's media investment management capabilities. Co-founder James Aitken stepped down as CEO post-acquisition, with Executive Chairman Chris Dobson taking the helm and co-founder Tim Webster continuing as Chief Strategy Officer.
Keywords: programmatic marketing, ad tech, Proteus platform, demand-side platform, digital media buying, GroupM, WPP, marketing technology, media investment management, campaign optimization, James Aitken, Tim Webster, Chris Dobson, data normalization, cross-channel advertising, digital advertising, ad exchange, real-time bidding, media trading, marketing analytics