San Francisco Ad Tech Firms Shape Next‑Gen Digital Marketing
Demandbase, founded in 2007, has cemented its status as a leader in account‑based marketing for B2B enterprises. Its platform offers data‑driven DSP capabilities and AI‑powered insights that identify and engage high‑value accounts. Recognition on G2's 2024 Best Marketing & Advertising Software list—claiming 42 Leader badges including top spots in 11 categories—underscores its market influence. The company's annual 'State of B2B Advertising' report outlines industry trends such as AI‑driven automation, cross‑channel campaigns, and privacy‑forward advertising, signalling the direction of future strategies.
Marin Software, established in 2006, offers a unified platform for managing search, social and e‑commerce advertising. Its machine learning tools optimise budget allocations across channels. With over US $40 billion in managed ad spend, it remains a cornerstone for performance‑driven advertisers.
ADVERTISEMENT
Since its 2012 founding, Metric Theory—now a part of Media.Monks—specialises in performance marketing for B2B, direct‑to‑consumer, and e‑commerce brands. It combines analytics, paid social, shopping ads, and conversion optimisation to guide advertisers toward data‑based ad decisions.
Segment, another 2012 startup, functions as customer data infrastructure, enabling companies to consolidate first‑party data and activate it across marketing and analytics tools. It offers unified APIs designed to enhance user insights and support data‑informed decisions.
Smartly.io, operating since 2013, automates social ad creative and execution for brands worldwide. Its platform is credited with generating thousands of ad variants automatically, enabling real‑time testing and scaling while reducing manual overhead.
AdRoll, spun off NextRoll in 2007, provides marketers with a suite of data‑driven solutions to understand, acquire and re‑engage buyers through APIs and proprietary technology.
AdEspresso, founded in 2012, offers a user‑friendly Facebook advertising optimisation tool. It allows marketers to conduct detailed split‑tests, track conversions and refine targeting to boost campaign results.
On the mobile front, Liftoff and Vungle apply machine learning to maximise post‑install conversions. The combined platform identifies optimal audience overlaps, while filtering out fraudulent installs.
Quantcast, incorporated in 2006 and headquartered in San Francisco, provides AI‑powered real‑time advertising and audience measurement. It achieved Media Rating Council accreditation for its traffic measurement and now caters to global markets with a cookieless solution deployed in 2021.
These companies collectively illustrate a convergence of technological innovation and strategic insight. A burgeoning focus on privacy—highlighted in Demandbase's report—reflects growing regulatory pressures and a shift away from reliance on third‑party cookies. Simultaneously, AI‑driven optimisation across channels such as Connected TV and programmatic display advertising is reshaping campaign performance and efficiency.
Smaller firms like Marin, Metric Theory and AdEspresso emphasise specialised performance and optimisation techniques suited for advertisers seeking granular control. Larger platforms demand deep integrations across marketing stacks, while mobile‑centric solutions from Liftoff+Vungle illustrate the ongoing importance of user acquisition in app ecosystems. Quantcast's expansion into cookieless audience measurement further signals the industry's commitment to privacy compliance and future‑proof tracking.
Key personnel driving these efforts include Demandbase's CMO Kelly Hopping, championing account‑based strategies, and Quantcast's CEO Konrad Feldman, overseeing global growth and privacy innovations.
Looking ahead, the ad tech sector in San Francisco is set to deepen its alignment with AI‑centred analytics and automated campaign orchestration. Firms are anticipating stricter privacy measures, growing demand for cross‑channel attribution and fragmentation of ad spend across emerging platforms. Partnerships between DSPs, CDPs and analytics providers are likely to strengthen, while smaller and niche players innovate with creative formats and audience segments.
Emerging trends include influencer marketing in B2B—now seen as vital for driving authority—and automated creative testing that scales personalised content delivery. As regulatory frameworks evolve, platforms emphasising data transparency and consent management are expected to gain traction.
Investor activity remains robust, with private investment fueling scalability among mobile‑focused ad techs and martech integrations. Firms securing funding rounds are those offering measurable ROI, privacy compliance, and seamless integration across enterprise systems.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
The National
44 minutes ago
- The National
Oil prices rise after Trump-Zelenskyy meeting as Ukraine ceasefire remains elusive
Oil prices rose on Monday after US President Donald Trump and Ukrainian President Volodymyr Zelenskyy expressed hope that talks with European leaders at the White House could pave the way for a trilateral summit with Russian leader Vladimir Putin to end Moscow's years-long invasion of Ukraine. The talks held at the White House were expected to focus on security guarantees for Ukraine, a possible annexation of Ukrainian territory to Russia and a peace agreement. 'We are ready for a trilateral [meeting with Russia],' Mr Zelenskyy said during a meeting with Mr Trump. At the meeting with Mr Trump and European leaders, he said he would be willing to have the US President present during a meeting with Mr Putin. The hastily arranged meeting came days after Mr Trump and Mr Putin held talks in Anchorage, Alaska. Brent, the global benchmark for crude, rose 0.97 per cent to $65.54 a barrel as of 4pm ET. West Texas Intermediate, which tracks US crude, was 1 per cent higher at $62.60. Oil prices surged to $140 a barrel in March 2022 after Russia's invasion of Ukraine, and sanctions imposed on Moscow by Washington and London. Prices fell in the months since with factors including an inflationary surge, a decrease in Chinese demand and fears of a global economic slowdown. Mr Trump has lately sought to punish Russia by doubling the tariff rate placed on India to 50 per cent as New Delhi continues to buy oil and military machinery from Moscow. The latest tariff is due to go into effect in a couple weeks. 'India's dependence on Russian crude is opportunistic and deeply corrosive of the world's efforts to isolate Putin's war economy,' White House trade adviser Peter Navarro wrote in an opinion piece for the Financial Times on Sunday. 'In effect, India acts as a global clearinghouse for Russian oil, converting embargoed crude into high-value exports while giving Moscow the dollars it needs.' Eyes turn to Jackson Hole Major indexes on Wall Street, meanwhile, were largely muted as traders awaited incoming economic data and Federal Reserve chairman Jerome Powell's address at Jackson Hole this week. The Dow Jones Industrial Average dropped 33.93 points, or 0.08 per cent, when trading closed on Monday. The S&P 500 ticked 0.01 per cent lower while the Nasdaq Composite rose slightly at 0.03 per cent. Mr Powell was due to speak at the annual symposium in Wyoming as traders increasingly expect the Federal Reserve to cut interest rates when it meets next month. The odds of a September rate cut have climbed considerably since a weaker-than-expected jobs report last month. The Fed has held interest rates steady this year after cutting rates three times to its current range of 4.25-4.50 per cent in the final three months of 2024. 'The risk of an earlier cut increased following the release of the July employment report. However, of the Fed's two policy objectives, inflation is still furthest from its target and that gap is likely to widen as the full impact of tariffs becomes apparent in the data,' Oxford Economics lead analyst John Canavan wrote to clients. The Fed is also due to release minutes from its July meeting on Wednesday, where traders will scrutinise a debate among Fed officials in which two governors dissented against last month's decision to hold rates steady. Big-box retailers including Home Depot, Lowes, Walmart and Target were also scheduled to release their earnings reports this week. Jobless claims and fresh housing data are due to be released before Mr Powell's keynote address on Friday.
Zawya
5 hours ago
- Zawya
Agriculture on South African farmers United States (US) exports performance for second quarter
The South African agricultural sector has demonstrated remarkable growth and resilience in the face of significant global trade headwinds, Agriculture Minister John Steenhuisen notes as recent data show South Africa's exports have not only remained competitive, but have increased in the second quarter of 2025 to US$161 million, up by 26% from the same period in 2024. 'However, it is important to examine this performance with a forward-looking perspective. The recent imposition of a 30% tariff on our exports by the United States (US) has brought to light the urgent need to diversify our export markets and enhance our competitiveness to mitigate the economic impact of losing preferential trade access.' Minister Steenhuisen says the results of the second quarter of 2025 also highlight how urgent it is to resolve the ongoing tariff talks with the US. 'Our capacity to gain steady, long-term access to this important market continues to be a top priority,' he adds. The figures speak for themselves. In the first quarter of 2025, South African agricultural exports to the US were US$118 million, up by 19% year-on-year. 'This growth is not merely a statistical anomaly, but a reflection of a bountiful harvest, a surge in high-quality produce, and the efficient operation of our ports. The products leading this charge include a variety of fruits such as citrus, grapes, apples and pears, as well as nuts and wine. As we continue to engage in diplomatic negotiations and work towards a more favourable trade agreement, the focus remains on ensuring that our farmers and exporters can continue to thrive in the global marketplace, securing the future of our agricultural sector,' Minister Steenhuisen emphasised. Distributed by APO Group on behalf of South African Government.
Dubai Eye
5 hours ago
- Dubai Eye
Dubai International Chamber records 138% registration increase in H1
Dubai International Chamber has recorded a 138 per cent increase in companies under its jurisdiction in the first half of 2025, attracting a total of 143 companies. The increase included 31 multinational companies (MNCs), marking a 138 per cent increase over the 13 attracted in H1 2024. Meanwhile, 112 small and medium-sized enterprises (SMEs) joined the Chamber during H1 2025, compared to the 47 attracted during the same period last year. Sultan Ahmed bin Sulayem, Chairman of Dubai International Chamber, stated, 'We are making strong and steady progress in consolidating Dubai's position as the global destination of choice for foreign direct investment and a launchpad for companies targeting international growth. This momentum is fuelled by Dubai's unique competitive advantages, which include world-class infrastructure, a pro-business regulatory environment, and a strategic location connecting global markets.' He added, 'Dubai International Chamber's global network of representative offices plays a major role in attracting entrepreneurs, investors, and multinational companies. Our offices contribute to strengthening trade and investment ties with priority markets while fostering business partnerships between Dubai-based companies and their counterparts across the globe.' During the first half of 2025, Dubai International Chamber continued to advance the objectives of the Dubai Global initiative, which seeks to establish 50 international representative offices by 2030. The chamber's growing global network plays a central role in positioning Dubai as a leading international business hub, attracting foreign direct investment, and supporting the global expansion of Dubai-based companies into 30 priority markets. As part of these efforts, the chamber expanded its international presence with the opening of five new offices in Dhaka (Bangladesh), Cape Town (South Africa), Bengaluru (India), Bangkok (Thailand), and Toronto (Canada). During the first half of this year, the Chamber's representative offices organised 247 business roundtables to promote Dubai as a global business hub, attract foreign direct investments, and introduce Dubai as a launchpad for expansion into global markets. This international network serves as a strategic platform linking Dubai with global business communities. It facilitates two-way investment flows, unlocks new channels for bilateral trade, and helps companies in each market tap into the opportunities Dubai offers as a gateway to the world. The chamber's offices also play a vital role in promoting Dubai's competitive advantages as a destination for business growth and expansion. They deliver actionable market intelligence and provide tailored support for international companies seeking to establish a presence in the emirate and scale into high-potential global markets.
