Metrigo

Metrigo, a key player in the ad-tech space, was established in Hamburg, Germany, in 2011 by founders Tobias Schlottke, Philipp Westermeyer, and Christian Müller. The firm specialized in providing data-driven and targeted display advertising solutions through its proprietary Demand Side Platform (DSP). This platform facilitated real-time bidding (RTB), data management, and ad serving, leveraging machine learning to estimate user behavior and optimize campaign performance.

The company's business model revolved around offering these integrated services to clients seeking sales-oriented display advertising campaigns. Metrigo catered to a notable client roster that included companies such as Zalando, mobile.de, Axel Springer, and Mister Spex. Its revenue was generated by providing its managed DSP for these performance-focused campaigns. The founding team's expertise in online marketing and technology was central to the company's development, attracting early engagement from prominent German investors.

Metrigo's journey involved significant milestones, beginning with a Series A funding round in December 2012, led by Project A Ventures. A major development occurred in November 2013 when the performance advertising network Zanox acquired a majority stake in the company to bolster its own performance display segment. However, this partnership was later unwound. Subsequently, in March 2015, the e-commerce giant Zalando acquired 100% of Metrigo to integrate its ad-technology expertise. The founding team remained with the company following the acquisition, which was reported to be in the low single-digit million-euro range, and Metrigo continued its operations from its Hamburg base as part of Zalando's tech division.

Keywords: Metrigo, ad-tech, demand side platform, real-time bidding, programmatic advertising, display advertising, data-driven advertising, Tobias Schlottke, Philipp Westermeyer, Christian Müller, Zanox acquisition, Zalando acquisition, ad technology, Hamburg startup, performance marketing, online advertising, machine learning advertising