Undertone (advertising company)

{{Infobox company

| name = Undertone

| logo =

| type = Private

| foundation = 2002

| founders = Michael Cassidy, Eric Franchi

| location_city = New York City

| location_country = United States

| location =

| locations = global

| key_people = Doron Gerstel CEO of Perion, Dan Aks, President of Undertone

| industry = online advertising, internet services

| products =

| services =

| revenue =

| operating_income =

| net_income =

| num_employees = 250 globablly as of March 2022

| parent = Perion Network

| divisions =

| subsid =

| homepage = [https://www.undertone.com www.undertone.com]

| footnotes =

| intl =

}}

Undertone is a digital advertising company. Founded as a subsidiary of Intercept Interactive, a digital media buying company, in 2002. Undertone introduced its first full page high impact display products between 2010 and 2012 and has followed with TV and CTV offerings.

History

In 2008, Undertone raised $47 million from JMI Equity to buy up competing companies. It became an independent entity in 2012, after the launch of the proprietary high impact display units PageGrabber and PageSkin. At the time, Undertone's clients included AccuWeather and Britannica. In 2015 it became part of Perion Network, after an acquisition for $180 million cash. Since then, Undertone has become part of Perion's plan to become a global media industry holding company.{{Citation needed|date=November 2022}}

Undertone was described as one of the last independent ad serving platforms in 2009, but has since bought up several competing companies.{{cite web|url=http://news.cnet.com/8301-10784_3-9906940-7.html?tag=nefd.top|title=Undertone Networks raises millions to buy online ad upstarts|last=Olsen|first=Stefanie|date=March 31, 2008|publisher=CNET|accessdate=2009-08-05}}

Services and products

Undertone creates advertising campaigns across all screens and platforms, including interactive connected TV (CTV). Undertone product includes "cookieless" targeting technology called "Smart Optimization of Responsive Traits" SORT and "Uplift Collective," a publisher portfolio of minority, LGBTQIA+ and women publishers aimed at advancing social issues.

Acquisitions

In 2008, Undertone raised $47 million from JMI Equity to acquire smaller competitors.{{cite web|url=http://www.crainsnewyork.com/apps/pbcs.dll/article?AID=/20080419/FREE/188970707/1064|title=NY venture capital shrugs off recession|last=Fung|first=Amanda|date=April 19, 2008|publisher= Crain's New York Business|accessdate=2009-08-05}} In June 2014, Undertone signed an agreement to purchase Israeli digital media company Upfront Digital Media; it made the purchase in particular to benefit from Upfront's proprietary advertising platform.{{Cite web|url=http://adage.com/article/digital/undertone-acquires-upfront-media/293657/|title = Undertone Acquires Upfront Media, Plans to Sell Premium Units Programmatically|date = 11 June 2014}} Upfront, which was founded in 2010 as Legolas Media, offered managed and self-serve consoles for programmatic buying of ads directly to publishers and through a number of supply and demand partners.{{Cite web|url=http://mobilemarketingmagazine.com/undertone-acquires-programmatic-firm-upfront|title = Undertone Acquires Programmatic Firm Upfront | Mobile Marketing Magazine}}

In June 2015, Undertone announced{{cite news|url=http://undertone.com/press_release_type/undertone-acquires-rich-media-platform-sparkflow/|title=Undertone Acquires Rich Media Platform Sparkflow - Undertone|date=18 June 2015|work=Undertone}} the acquisition of Sparkflow,{{cite news|url=https://adexchanger.com/mobile/undertone-has-creative-on-the-brain-snaps-up-mobile-ad-startup-sparkflow/|title=Undertone Has Creative On The Brain, Snaps Up Mobile Ad Startup Sparkflow {{!}} AdExchanger|date=18 June 2015|work=AdExchanger}} an all-in-one platform for cross-screen rich media advertising. Sparkflow was founded in 2013 in Buenos Aires, Argentina by Sebastián Alberto Miret, Gabriel Sánchez Catena, and Rodrigo Oscar Vazquez.

References

External links

{{official website|http://www.undertone.com}}
[http://undertone.com/blog Official blog]
[http://www.interceptinteractive.com Intercept Interactive homepage]
[https://www.businesswire.com/news/home/20151201005998/en/Perion-Acquires-Undertone]
[https://www.cnet.com/news/undertone-networks-raises-millions-to-buy-online-ad-upstarts/]

Category:Marketing companies established in 2002

Category:Digital marketing companies of the United States

Category:Companies based in New York City

Category:2002 establishments in New York City