When we acquire technology, data, or IP, it improves the entire platform — not just one product or one business unit. Better bidding infrastructure makes every campaign more efficient. Better identity data makes every audience more accurate. Better measurement makes every client relationship more accountable.

Our platform is organized into four pillars — Demand, Supply, Data, and Creative. We are particularly attracted to technology that is modular by design, defensible through engineering depth or data advantage, and relevant to more than one customer type.

We operate multiple Business Units, each organized around a specific customer type. When we acquire a business with deep customer relationships, those relationships either strengthen an existing Business Unit or become the foundation for a new one.

This is what Tidemark Capital calls “Follow the Workflow.”  Once you earn a customer’s trust through one product, you have an unfair right to expand. Our platform gives acquired teams an entire portfolio of adjacent capabilities day one.

The execution layer — the infrastructure where advertising is actually transacted. Bidding, optimization, pacing, forecasting, audience targeting, campaign decisioning, and ad serving across every format and channel. This is our control point.

Every business unit depends on Demand infrastructure. An improvement to bidding logic improves campaign performance for every advertiser across the platform. As we build toward agent-compatible execution using MCP, the Demand pillar becomes the foundation for the next generation of media buying.

Bidding and optimization technology. Workflow automation. AI/ML for campaign optimization. Agent-compatible or API-first execution infrastructure. Ad serving across CTV, DOOH, audio.

Manages integrations and relationships connecting advertiser demand to media inventory. SSP integrations, direct publisher relationships, inventory quality management, supply path optimization, and the infrastructure ensuring bidders have the right inventory at the right price.

Supply is the raw material of every campaign. When we optimize a supply path, that improvement flows to every business units and every advertiser. For Media business units, exclusive publisher relationships power premium products like TrueX. For Enterprise business units, transparent supply access makes our infrastructure competitive.

Direct publisher relationships with exclusive inventory. SPO and curation technologies. PMP and programmatic guaranteed capabilities. Publisher-side tools that create stickier relationships.

Identity resolution, audience construction, measurement, attribution, and data interoperability. Manages proprietary data assets — first-party location data, CTV device graphs, survey-based audiences, engagement signals — and transforms them into private-label data products.

Data is the most natural compounding asset. Two data sets combined are dramatically more valuable than either alone — what Tidemark calls “Data Enriching Data.” As privacy regulation tightens and third-party signals deprecate, proprietary data compounds faster because it becomes scarcer and harder to replicate.

Identity resolution and deterministic matching. Measurement, attribution, incrementality. Clean rooms. Proprietary data — purchase data, location data, attention signals, health data. Privacy-compliant ingestion pipelines.

Develops technology that renders and delivers advertising experiences. Ad format development, interactive and engagement-based creative (the foundation of TrueX), dynamic creative optimization, video ad serving, and tools enabling the Media BU to bring new ad products to market.

Creative is where differentiation becomes visible. High-engagement formats — interactive video, shoppable units, attention-based experiences — command premium CPMs because they are difficult to replicate. As AI-driven creative generation matures, ML models analyzing performance feed back into templates generating higher-performing variants.

Differentiated ad formats — interactive, shoppable, CTV-native, DOOH. Creative rendering and optimization. Dynamic creative tools. AI-powered creative generation, testing, or personalization. Video ad serving infrastructure

You built something valuable. We want to give it the platform to compound. Your team stays. Your technology reaches more customers. Your expertise matters more inside our system than it does outside of it

You have a strong asset that deserves focused ownership. We will invest in the business, retain the team, and integrate the technology into a platform where it creates more value than it can as a non-core division