Red Aril
Online media technology company providing real-time audience and media-optimized solutions to the digital advertising market.
| Date | Investors | Amount | Round |
|---|---|---|---|
| investor investor investor | €0.0 | round | |
N/A | Acquisition | ||
| Total Funding | 000k | ||
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Red Aril, founded in 2009, operated in the digital advertising market as a provider of a Data Management and Audience Optimization Platform (DMP). The company was headquartered in San Mateo, California, with offices in New York. Red Aril's core business involved offering a software-as-a-service (SaaS) platform that enabled websites and advertisers to manage and profit from their audience data through enhanced targeting and site personalization.
The firm's technology collected and organized non-personally identifiable data, such as website activities and third-party information, to build detailed audience profiles. A key feature of its platform was the use of predictive modeling to integrate various data types from any source, allowing clients to qualify and score their audience in real-time. This process helped publishers and media companies increase the value of their advertising inventory and drive revenue. The business model was centered on providing this independent, full-featured platform to clients, giving them direct control over their own data assets without the company selling its customers' data. Red Aril worked with clients such as top media companies, including Rodale, Inc.
A significant milestone in the company's history was its acquisition by iCrossing, a global digital marketing agency owned by Hearst Corporation, in December 2011. The acquisition was aimed at integrating Red Aril's DMP capabilities to provide a more holistic, cross-channel view of customers for iCrossing's clients, shifting focus from channel optimization to audience relationship optimization. The deal also provided iCrossing with a trading desk application that utilized the DMP's insights to execute and inform media campaigns across various networks. Following the acquisition, Red Aril became a unit of iCrossing. The company had received funding from institutional investors, including Illuminate Ventures, Sierra Ventures, and Trinity Ventures.
Keywords: Red Aril, data management platform, DMP, audience optimization, digital advertising, ad tech, predictive modeling, audience targeting, site personalization, iCrossing, Hearst Corporation, SaaS, data integration, online media, audience data, real-time bidding, media optimization, campaign optimization, customer data platform, advertising technology