Sportgenic

Sportgenic, initially known as Active Athlete, Inc., was a digital media and technology firm founded in 2005 by Robert Tas, who previously served as SVP of media and technology at 24/7 Real Media. Headquartered in San Francisco, the company operated as a vertical advertising network focused on the sports market. Its core business was to connect advertisers with millions of sports enthusiasts across a network of over 350 specialized publisher websites. This network covered a wide array of activities, from mainstream sports to niche interests like trekking, surfing, and mixed martial arts.

The company's business model centered on aggregating sports-focused websites and using its proprietary technology to gather user data for targeted advertising, thereby offering marketers a greater return on investment. Revenue was generated by providing advertisers, such as Nike, Ford, and American Express, with access to this highly engaged and segmented audience. For publishers, Sportgenic provided a technology platform that included tools like custom search engines, forums, and other widgets to enhance their sites.

A significant development was the launch of "Torque" in 2009, a web-based platform designed to manage both online and offline advertising campaigns in one integrated system. This tool aimed to increase efficiency and transparency for media outlets and brand marketers. The company secured notable venture capital funding, including a $10 million Series B round in 2008 led by Adams Street Partners. After several years of operation and milestones, including the acquisition of GolfBuzz in 2008, Sportgenic itself was acquired by Glam (now Mode Media) on July 23, 2010.

Keywords: ad network, sports marketing, adtech, digital media, targeted advertising, vertical network, online advertising, media buying, brand marketing, publisher network