SeeSaw Networks

SeeSaw Networks operated as a digital out-of-home media network, founded in 2006 by Monte Zweben and Peter Bowen, with Russell “Rocky” Gunderson also serving as a co-founder and Vice President. The company, which is now defunct, was headquartered in San Francisco and specialized in aggregating a wide array of digital video advertising networks into a single, comprehensive platform. Gunderson brought extensive operational experience from the enterprise applications market, having held leadership roles at Blue Martini Software, Vigilance Software, Baan Software, and Hewlett Packard. He holds degrees in Industrial Engineering from UC Berkeley and Stanford, and an MBA from UCLA.

The firm's core business was providing media planning and buying technology for location-based digital video advertising. It developed a Software as a Service (SaaS) platform, SeeSawAds.com, which enabled media agencies and affiliate networks to plan, purchase, and measure digital signage campaigns with precision. This platform allowed clients to customize campaigns across more than 40 affiliated networks, targeting specific demographics in various venues such as gas stations, grocery stores, coffee shops, and health clubs. The business model centered on creating a centralized marketplace that simplified the execution of campaigns across multiple networks, offering consolidated planning, invoicing, and proof-of-delivery services. This approach was termed "Life Pattern Marketing," aiming to integrate brand messages into the daily routines of consumers on the go.

SeeSaw Networks' platform provided a common currency for audience metrics, adhering to guidelines from the Out-of-Home Video Advertising Bureau (OVAB). For media agencies, it offered a secure, customized environment to access unique inventory and create media plans. For advertising networks, it provided tools to manage inventory, improve ad targeting, and track campaign performance effectively. Over its lifetime, the company raised a total of $22.4 million in funding over eight rounds, with its first round recorded in November 2006 and its primary institutional investor being Sutter Hill Ventures.

Keywords: SeeSaw Networks, digital out-of-home, DOOH, media planning, advertising technology, ad-tech, SaaS, digital signage, media buying platform, Life Pattern Marketing, out-of-home media, video advertising network, Monte Zweben, Peter Bowen, Rocky Gunderson, SeeSawAds.com, place-based media, campaign optimization, audience metrics, affiliate networks