Undertone (advertising company)

Undertone
Private
Industry online advertising, internet services
Founded 2002
Founder Michael Cassidy
Headquarters New York City, United States
Number of locations
 12
Key people
 Michael Cassidy (President and CEO)
Eric Franchi (Co-Founder)
Number of employees
 200 (as of February 2012)
Parent Perion Network
Website www.undertone.com

Undertone is a digital advertising company founded in 2002, initially as a subsidiary of Intercept Interactive, a digital media buying company. In December 2015, Undertone was acquired by Israeli software making company Perion Network for a fee of $180 million.[1]

History

In 2010 and 2011, the company introduced proprietary high impact display ad units called "PageGrabber" and "PageSkin". Undertone's clients include AccuWeather and Britannica.[2]

Undertone has been described as one of the last independent ad serving platforms in 2009 but has since bought up several competing companies.[3]

Services and products

Undertone offers online advertising display and video advertising services that allows businesses to target ads to specific locations, demographics and keywords.[4] Additionally, Undertone offers service guarantees, promising to refund money if clients demonstrate that their ads are displayed outside the agreed-upon portfolio of website.[2]

Working conditions

Among other benefits, Undertone gives employees three to four weeks of vacation, pays 100% of premiums for health, life and disability insurance and gives everyone in the firm stock options. Employees also get a $5,000 bonus for referring staff members.

Undertone was recognized by Crain's New York in 2008,[5] 2009, 2010,[5] and 2011 as one of the Best Places to Work in New York City. In 2012, Advertising Age named Undertone the 9th Best Place to Work in Marketing & Media for the company's unique culture and emphasis on its employees.[6]

Acquisitions

In 2008, Undertone raised $47 million from JMI Equity to acquire smaller competitors.[3][7] 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.[8] Upfront, which was founded in 2010 as Legolas Media, offered managed and self-serve consoles for programmatic buying of ads direct to publishers and through a number of supply and demand partners.[9]

References

  1. ↑ "Ad tech firm Perion buys Undertone for $180 million in cash". Reuters. 1 December 2015.
  2. 1 2 O'Malley, Gavin (February 3, 2012). "Undertone solidifies publisher network, signs exclusive deals with top titles". MediaPost. Retrieved 2012-02-14.
  3. 1 2 Olsen, Stefanie (March 31, 2008). "Undertone Networks raises millions to buy online ad upstarts". CNET. Retrieved 2009-08-05.
  4. ↑ "Undertone targeting options". Retrieved 2012-06-06.
  5. 1 2 "Crain's Best Places to Work 2008".
  6. ↑ "Advertising Age Best Places to Work 2012". March 26, 2012.
  7. ↑ Fung, Amanda (April 19, 2008). "NY venture capital shrugs off recession". Crain's New York Business. Retrieved 2009-08-05.
  8. ↑ http://adage.com/article/digital/undertone-acquires-upfront-media/293657/
  9. ↑ http://mobilemarketingmagazine.com/undertone-acquires-programmatic-firm-upfront

External links


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