Advocado Company Profile

Background

Advocado is a cross-media data management platform that enhances advertising performance by bridging the gap between linear television advertising and digital consumer behavior. Founded in 2017 and headquartered in St. Louis, Missouri, the company leverages real-time data to optimize multi-screen campaigns, enabling brands, media companies, and agencies to maximize return on investment (ROI) and achieve campaign objectives.

Key Strategic Focus

Advocado's strategic focus centers on:

Real-Time Data Integration: Utilizing patented watermark technology, natural language processing, automated content recognition, and real-time weather data to connect offline and online audience insights.

Advertising Optimization: Enhancing the effectiveness of multi-screen campaigns by triggering real-time actions across search, social, and shopping platforms in response to TV ads or in-program content.

Market Expansion: Serving over 210 local U.S. markets, positioning itself as a leading real-time TV ad insights platform.

Financials and Funding

Since its inception, Advocado has secured approximately $5 million in financing, including a pre-Series A funding round in late 2020. The company plans to initiate an "eight-figure" Series A funding round to further accelerate growth.

Technological Platform and Innovation

Advocado's platform is distinguished by:

Proprietary Technologies: Employing patented watermark technology and automated content recognition to capture and analyze real-time TV signals.

Scientific Methodologies: Utilizing natural language processing and real-time weather data to provide comprehensive audience insights.

AI-Driven Capabilities: Integrating artificial intelligence to automate data analysis and campaign optimization processes.

Leadership Team

Brian Handrigan: Co-founder and CEO, with a background in marketing and technology.

Jeff Linihan: Co-founder, President, and COO, bringing expertise in operations and business development.

Samantha Marlowe: Senior Vice President of Sales, appointed in February 2024, focusing on expanding sales capabilities and driving growth.

Liz Kelley: Vice President of Business Development, joined in July 2023, recognized for her expertise in data, digital, and analytics.

Harold S. Geller: Vice President of Strategic Development, appointed in September 2022, known for his expertise in ad tech, media activation, and planning.

Leadership Changes

In September 2023, Advocado appointed industry veterans Irwin Gotlieb and Steven Saslow to its Board of Directors, aiming to accelerate the company's vision and strategic initiatives.

Competitor Profile

Market Insights and Dynamics

The advertising technology (AdTech) industry is experiencing rapid growth, driven by increasing demand for data-driven marketing solutions and the integration of offline and online advertising channels.

Competitor Analysis

Advocado's primary competitors include:

Hangzhou Guangyun Technology: A Chinese company providing e-commerce SaaS solutions.

Doble Group: A U.S.-based consulting firm offering technology solutions for the commercial sector.

MyExpenses Online: A UK-based provider of cloud-based software solutions.

Aptumo: A UK-based provider of SaaS billing software for the multi-utility sector.

Strategic Collaborations and Partnerships

Advocado has established partnerships with major technology companies, including:

Amazon Web Services (AWS): Leveraging cloud infrastructure to enhance platform scalability and reliability.

Google: Integrating with Google's advertising and analytics tools to optimize campaign performance.

HubSpot: Utilizing HubSpot's content management and marketing automation tools to streamline operations.

Operational Insights

Advocado's decision to expand its headquarters in downtown St. Louis underscores its commitment to leveraging the region's tech talent and innovation ecosystem. The company's plan to add over 100 high-paying technology roles reflects its strategic focus on scaling operations and enhancing product offerings.

Strategic Opportunities and Future Directions

Advocado aims to capitalize on the growing demand for integrated advertising solutions by:

Product Innovation: Continuing to develop and refine its data management platform to offer more precise and actionable insights.

Market Expansion: Extending its services to additional markets and industries to diversify its client base.

Strategic Partnerships: Forming alliances with key industry players to enhance technological capabilities and market reach.

Contact Information

Website: myadvocado.com

LinkedIn: linkedin.com/company/myadvocado

Twitter: twitter.com/myadvocado

Facebook: facebook.com/myadvocado

Advocado's strategic initiatives and technological innovations position it as a significant player in the evolving AdTech landscape, poised for continued growth and market influence.