OneRiot
Network of mobile apps that analyzes mobile social media activity to determine audience characteristics.
| Date | Investors | Amount | Round |
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| - | investor | €0.0 | round |
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| N/A | N/A | Acquisition | |
| Total Funding | 000k | ||
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OneRiot was established in 2006 by founders Robert Reich, Peter Newcomb, and David Mandell, initially positioning itself as a real-time search engine. The Boulder, Colorado-based company later pivoted its strategy to focus on mobile and social advertising, a move that aligned with the explosive growth of social media on mobile devices. This strategic shift proved successful, attracting clients such as The Gap, Toyota, and AT&T. OneRiot secured a total of $22 million in funding over two rounds, with investors including Spark Capital, Appian Ventures, and Commonwealth Capital Ventures.
The company's core business was providing socially targeted mobile advertising. OneRiot developed technology to analyze vast amounts of data from social media platforms like Twitter and Facebook to discern audience interests. This enabled brand advertisers to target their campaigns with considerable precision, segmenting audiences by not only geo-location, device, and demographics but also by their specific social media-derived interests. Advertisers could run campaigns directly through OneRiot's network of mobile applications or utilize its rich targeting data across other mobile inventory sources. This ability to parse real-time social signals was a key differentiator in the burgeoning mobile ad market.
The company's trajectory culminated in its acquisition by Walmart on September 13, 2011. The acquisition was a strategic move by Walmart's technology arm, @WalmartLabs, to bolster its social and mobile commerce capabilities. The deal was reportedly closed swiftly, within 30 days of the initial meeting between the two companies. Following the acquisition, the OneRiot technology team was integrated into @WalmartLabs, applying its expertise in real-time data analysis to enhance Walmart's retail and e-commerce platforms.
Keywords: OneRiot, mobile advertising, social media advertising, ad targeting, real-time search, data analytics, WalmartLabs, social genome, audience interest, mobile ad network, Robert Reich, Peter Newcomb, David Mandell, ad-tech, acquisition, Boulder startup, brand advertising, social signals, ad campaign management, mobile commerce