Brandscreen

Brandscreen was an Australian-founded ad-tech company that developed an online trading platform for media agencies. Founded in 2006 by Seth Yates and Julian Tol, the company created algorithms and systems that enabled real-time bidding and programmatic media buying. The platform was a demand-side platform (DSP) that allowed brands and agencies to purchase display and mobile advertising across multiple exchanges. Clients included digital agencies, brand advertisers, and media trading desks.

The founders brought significant industry experience to the venture. Seth Yates previously served as the chief technology officer for Fairfax, a major media company. Julian Tol had a background in startups, having helped establish The Campaign Centre Europe, which was later sold to Publicis Groupe. Brandscreen secured a total of $13.7 million in funding over two rounds, including a Series A in 2010 and a Series B round of $11.2 million in 2012 from investors like Macquarie Group and Southern Cross Venture Partners.

The company's journey included several significant events. In late 2013, Brandscreen entered voluntary administration after facing challenges, including increased competition. In March 2014, it was acquired by the U.S.-based ad exchange Zenovia, a move intended to provide Brandscreen's clients with access to a global supply of media and anti-fraud filtering. However, in a strategic turn, the Sydney-based management team, led by Robert Manning and Neil Anderson, bought the business back from Zenovia in March 2015. The newly independent entity aimed to focus on the Asia-Pacific market and expand into digital out-of-home programmatic advertising. In March 2016, the company announced a major deal with Chinese software developer ChannelSoft to expand its technology into the Chinese market. Despite these efforts, Brandscreen was ultimately unable to secure further investment and was wound up by liquidators in late 2016, ceasing operations in 2017.

Keywords:Brandscreen, adtech, demand-side platform, DSP, programmatic buying, real-time bidding, RTB, media trading, online advertising, digital advertising, display advertising, mobile advertising, Julian Tol, Seth Yates, Zenovia, ad exchange, media buying platform, Southern Cross Venture Partners, Macquarie Group, Australian startup