5to1

About 5to1

5to1 was an online advertising technology company that provided a platform for major media publishers to manage and sell their advertisement inventory. Founded in 2008, the Seattle-based startup created a private marketplace where premium publishers could offer their unsold ad space to top brand advertisers, ensuring premium advertisements filled the inventory. The company was co-founded by James Heckman, who also served as the CEO.

The firm's proprietary platform functioned as an advertising alliance, consisting exclusively of major media publishers. This model allowed publishers to control their ad space while providing brand advertisers with access to premium inventory at a large scale. 5to1 worked with over 20 premium publishers, helping them unlock the value of their unsold ad space. The company secured approximately $13 million in funding through various rounds, including a $6.3 million Series B round in December 2009.

In May 2011, Yahoo announced its acquisition of 5to1 for $28 million. The acquisition was intended to expand Yahoo's partnerships with publishers and enhance its premium advertising inventory. Following the transaction, which closed in the second quarter of 2011, the 5to1 team joined Yahoo's Ad Marketplaces group.