Gravy Analytics Raises $7.7 Million to Capture Event Attendance

Gravy Analytics has an intriguing business: they build a huge database of real world events, like a yoga class, wine tasting, or real estate open house, and then uses location information from mobile app partners to identify the devices that attended. This information can be enhanced with demographics and then sold back to event organizers and offered as audience segments to mobile advertisers. Of course, no personal identifiers are attached and, when I asked, the company said no one had ever raised any privacy concerns. The company says it tracks one million events each day, 240 million mobile devices, and 15 billion daily location signals. It just raised a $7.7 million Series B, bringing total funding since 2011 to $21.7 million.

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Intertrust Technologies Expands Personagraph Private Marketplace for Mobile App Advertising Audiences

January 20, 2017

Intertrust Technologies (great name, by the way) provides behind-the-scenes technologies to help companies control access to their content and data. We’re talking things like encryption, rights management, and tamper-proof application code. Part of their business involves digital rights management, which gives them an inside view of who’s consuming what. They’ve just announced the next generation of Personagraph, a private marketplace that lets publishers turns this information into biddable mobile app advertising inventory. The marketplace resides in Intertrust’s own Data Management Platform (DMP) system.  It’s highly secure, naturally.

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