33Across Explained

33Across is a publisher monetization company, founded in 2008 by Eric Wheeler, the CEO of 33Across.^[1] The 33Across platform delivers programmatic video and display ad revenue to publishers across devices. Its headquarters are in Sunnyvale, California. The platform connects buyers and sellers through attention-focused ad formats and has offices and employees in New York, Chicago, Los Angeles, the UK, India, and Japan.^{[2] [3]}

History

33Across was among the first companies to leverage social data to build predictive targeting for brands. The company grew quickly with Series A venture backing from First Round Capital. Flybridge provided Series B, providing the capital to acquire San Franciscobased Tynt, a sharing technology on about 800,000 websites in over 195 countries that reaches 1 billion global users monthly. After heavy revenue losses in 2012 and plateauing in 2013, the company downsized and began to build a new business focused on securing quality in-view ad impressions.^{[1] [4]}

In 2014, 33Across signed its one millionth publisher.^[5] In 2017, the company promoted Yuri Burka to managing director of the EU^[6] and Shyam Kuttikad to CTO.^[7] After four years of triple-digit growth, in 2018, the company expanded to Europe and Asia.^[8] 33Across marked its strongest year in its 14-year history with EBITDA growth of 500% from 2019 to 2020.^[9] In 2021, Paul Bell was appointed as president.^[10]

In 2021, the company launched Lexicon; an identity solution created specifically to help publishers succeed without cookies.^[11] In June, 2022, it was announced that Lexicon saw 15X year-over-year growth in daily cookieless revenue for publishers as well as 300% increase in fill rates and 150% increase in cookieless CPMs.^[12]

Today, 33Across has over 800,000 integrated global publishers, over 1 billion global users, and over 500 billion in monthly traffic.^[13]

Corporate affairs

33Across is managed by CEO Eric Wheeler. Other key executives are:^[14]

• Paul Bell, President
• Shyam Kuttikkad, Chief Technology Officer
• Amey Bordikar, Senior Vice President of Engineering
• Matt Meyer, General Manager, Platform

Notes and References

1. Web site: 33Across CEO On Bringing The Company Back From The Brink. Perna. Gabriel. 2019-07-12. ChiefExecutive.net. en-US. 2019-10-19.
2. Web site: MarTech Interview with Eric Wheeler, CEO, 33Across. 2019-06-17. MarTechSeries. en-US. 2019-10-19.
3. Web site: CEO Eric Wheeler Builds 33Across To Solve Quality Issues For Automated Advertising. Rogers. Bruce. Forbes. en. 2019-10-19.
4. Web site: 33Across Acquires Publishing Data Gold Mine Tynt. Heussner. Ki Mae. January 25, 2012. www.adweek.com. en-US. 2019-10-19.
5. Web site: Spangenthal . Jason . 2014-03-04 . 33Across Signs Project Nursery as 1 Millionth Publisher, Expands Reach and Scale of its Intent Signal Platform . 2022-10-26 . VentureBeat . en-US.
6. Web site: 2017-07-13 . 33Across Announces Revenue Growth Exceeding 100% and European Expansion . 2022-10-26 . 33Across . en-US.
7. Web site: 33Across Names Ex-AOL Exec To COO, Promotes Engineering Leader TO CTO . 2022-10-26 . www.mediapost.com . en.
8. PRNewswire . 2018-04-28 . 33Across Reports Triple Digit Growth, Overseas Expansion and Strategic Executive and Engineering Hires . 2022-10-26 . MarTech Series . en-US.
9. 2021-06-02 . 33Across Introduces Lexicon, New Identity Solution Makes 90% of Publisher Inventory Addressable . 2022-10-26 . GlobeNewswire News Room . en.
10. Web site: 2015-04-07 . 33Across Expands Management Team, Appoints Industry Veteran Paul Bell as Chief Revenue Officer . 2023-01-04 . www.businesswire.com . en.
11. 33Across Introduces Lexicon, New Identity Solution Makes 90% of Publisher Inventory Addressable . 2022-10-26 . www.prnewswire.com . en.
12. 33Across' Lexicon Identity Solution Sees 15X Year over Year Growth in Daily Cookieless Revenue for Publishers . 2022-10-26 . www.prnewswire.com . en.
13. Web site: Home . 2022-10-26 . 33Across . en-US.
14. Web site: About Us. 33Across. 33Across UK. en-US. 2019-10-19.