Genesis Media

Genesis Media, founded in 2012 by Mark Yackanich and Andrew Rutledge, established itself in the digital advertising landscape by developing a platform that links user behavior with content analytics and programmatic advertising. The company's core offering was a Supply-Side Platform (SSP) designed to analyze how users interact with online content. This data was then used to create and place viewable video ad experiences tailored for specific web pages and devices.

The business model centered on providing premium publishers and programmatic buyers with technology to assess the value of content and improve advertising efficiency. Genesis Media's platform aggregated high-quality ad inventory into private marketplaces and direct deals, aiming to benefit both advertisers and content creators. The company's technology was utilized by notable publishers and national advertising agencies to enhance the effectiveness of brand advertising campaigns by reducing wasted ad spend.

Mark Yackanich, who served as CEO, brought experience from his time as a General Manager at Canoe Ventures and as COO of NaviSite, a Time Warner Cable company. Co-founder Andrew Rutledge's background included roles as an investment banker at Jefferies & Company and as a senior consultant at Ernst & Young. The company secured $3 million in a Series A funding round in October 2014, led by investment firm BIA Digital Partners. At one point, Genesis Media maintained a significant physical presence with a headquarters in New York and seven other operating offices across the United States. The company appears to have been acquired or ceased independent operations around 2018, as indicated by the acquisition by Bent Pixels and the subsequent inactivity of its website and social media profiles.

Keywords: programmatic advertising, content analytics, adtech, video advertising, supply-side platform, digital media, publisher tools, private marketplace, ad inventory, user behavior