FetchBack

FetchBack operated as a specialized digital advertising firm focusing on display ad retargeting. The company was established in 2007 by founder Chad Little and was headquartered in Tempe, Arizona. Little, a serial entrepreneur who had previously founded and sold an ad network called AdOn Network, identified an opportunity in the nascent field of retargeting and launched FetchBack to capitalize on it. The firm's business model centered on providing fully-managed services to recapture potential customers for its clients after they had navigated away from a client's website.

FetchBack's core service utilized its proprietary retargeting platform, known as FIDO, to deliver targeted advertising messages across multiple ad networks and exchanges. This technology analyzed data from prior website visits—such as products viewed, items left in shopping carts, and keywords searched—to generate dynamic ads tailored to individual user interests. The objective was to increase conversion rates and deliver a high return on investment for its clients, which included a diverse range of over 500 advertisers like True Religion and Grand Canyon University. The company's revenue was generated by providing these retargeting solutions to its clients, who sought to re-engage lost prospects.

In 2008, FetchBack secured $1 million in a Series A funding round from investors including Metamorphic Ventures. The company's trajectory shifted significantly in June 2010 when it was acquired by GSI Commerce for a reported sum of around $40 million. Following the acquisition, FetchBack was integrated into GSI's Global Marketing Services division but continued to be led by Chad Little. The corporate structure evolved again when eBay acquired GSI Commerce in 2011 for $2.4 billion, rebranding it as eBay Enterprise. FetchBack, along with other marketing service companies under the GSI umbrella, became part of the newly formed eBay Enterprise Marketing Solutions. This entity was later sold by eBay in 2015 and dissolved, with its various components being sold off or merged into other companies like Pepperjam and Radial, Inc.

Keywords: display ad retargeting, Chad Little, GSI Commerce acquisition, eBay Enterprise Marketing Solutions, FIDO retargeting platform, online advertising, conversion optimization, e-commerce marketing, customer recapture, behavioral targeting, dynamic ad generation, AdOn Network, multi-network ad delivery, digital marketing solutions, abandoned cart recovery, Tempe Arizona tech, ad analytics, campaign optimization, advertiser solutions, marketing services