Siprocal - Comprehensive Analysis Report

Summary

Siprocal is a leading media technology platform engineered to forge meaningful connections between its extensive inventory and collected data, thereby significantly boosting growth and monetization for brands and partners. Operating as a comprehensive cross-device growth and monetization platform, Siprocal provides unparalleled access to premium audiences and communities throughout the Americas. Its core mission is to develop the next-generation advertising platform, offering widespread access to high-quality audiences across diverse channels. The company was founded in March 2023 through the strategic merger of Column6 (a Connected TV (CTV) Supply-Side Platform), Digital Reef (a mobile ad tech platform), and Gamers Club (a prominent gaming community platform in Latin America). Siprocal currently impacts hundreds of millions of individuals monthly across their preferred channels, including mobile, Connected TV, streaming, and gaming.

1. Strategic Focus & Objectives

Core Objectives

Siprocal's primary strategic objective is to empower leading publishers, operators, and advertisers across the Americas to expand and monetize their user bases across various devices. This is accomplished by leveraging direct audience access and first-party data intelligence to drive new connections and conversions. The company is committed to delivering premium access to audiences at scale. A privacy-first product approach is central to its operations, ensuring clients can effectively engage their target audience while respecting privacy and navigating cookieless environments.

Specialization Areas

The company specializes in CTV, mobile, and gaming advertising, offering a comprehensive suite of solutions. Siprocal's unique value proposition includes helping clients reach and engage their audiences through unique content and immersive experiences. Its proprietary content-targeting technology allows for precision targeting, enabling advertisers to connect with specific audiences, such as sports viewers, with highly tailored advertising.

Target Markets

Siprocal primarily targets key markets across the Americas, with a strong focus on North America, Latin America, and Brazil.

2. Financial Overview

Funding History

Siprocal has successfully raised a total of $1.72 million in funding across three financing rounds and has five investments.
March 2024: Siprocal received growth capital from Solace Capital Partners. While the specific amount of this deal was not disclosed, these funds are earmarked to support the company's growth strategy, particularly across its Connected TV, mobile, and gaming business units.
Key Investors: Notable investors include Solace Capital Partners, Fifth Growth Fund, HOF Capital, and NewBound Venture Capital.

Siprocal's estimated annual revenue is approximately $55.3 million.

3. Product Pipeline

Key Products/Services

Siprocal's development pipeline is consistently focused on enhancing its core media technology platform, with a strong emphasis on expanding its content targeting capabilities.
Content Targeting Features: The company is continuously introducing new content targeting features designed to revolutionize CTV/OTT advertising. These features provide advertisers with granular precision, enabling them to leverage seasonal tentpoles, genre-level targeting, and build custom Private Marketplaces (PMPs) aligned with their campaign objectives.
Audience Fusion and Targeting: The platform allows for the fusion of CRM audiences with lookalikes derived from viewership patterns, facilitating highly granular targeting.
Dynamic Creative Delivery: Siprocal emphasizes dynamic creative delivery, where ad units adapt in real-time to viewer interests, enhancing ad relevance and engagement.
End-to-End Measurement: The platform provides comprehensive end-to-end measurement capabilities to optimize campaigns, with recent successes demonstrating significant increases in client site visits and conversion rates.

4. Technology & Innovation

Technology Stack

Siprocal leverages cutting-edge technology, with its core innovation residing in its proprietary content-targeting technology.
Content-Targeting Technology: This advanced technology extracts, organizes, and transforms first-party data into powerful targeting cohorts. It enables advertisers to place ads contextually aligned with viewer interests and digital footprints, allowing for precise placements based on content and titles (e.g., advertising during specific sports events).
Privacy-First Design: The platform is designed with a privacy-first approach, utilizing anonymized and contextual data for advertising and engagement channels.
Direct Publisher Relationships: Siprocal maintains direct relationships with publishers, providing access to premium inventory and high-quality audience data.
Built-for-CTV Technology: Its technology stack is specifically built for Connected TV and offers advanced streaming TV support, optimized for international publishers and advertisers with a local presence.
Cross-Channel Capabilities: The platform supports high-impact ad formats and cross-channel targeting across CTV, mobile, and gaming.
Security and Analytics: It features enterprise-grade security and robust reporting and analytics, including real-time data insights into creative performance based on Key Performance Indicators (KPIs) and overall campaign objectives.

5. Leadership & Management

Executive Team

Ari Segal, Chief Executive Officer: As CEO since March 2023, Mr. Segal brings extensive experience from his tenure as CEO and President & COO at Immortals Gaming Club (IGC) from 2017 to 2023, where he oversaw significant growth and strategic acquisitions. His prior roles include Chief Operating Officer at Arizona Coyotes and President, Business Operations at San Diego Gulls. Mr. Segal holds a BA from the University of Virginia and an MBA and JD from Stanford University. He is a licensed attorney.
Sam Berenato, GM of Streaming & SVP Global Operations: Mr. Berenato assumed this role in March 2023. His background includes leadership positions at DigitalReef and Column6 (a DigitalReef company), where he served as EVP of Strategy & Operations and SVP of Partnerships. He has held various Vice President roles focusing on partnerships across the ad tech industry. Mr. Berenato holds a Bachelor of Arts degree from the University of Montana and is recognized for his deep understanding of product strategy and market analysis, emphasizing "intentional innovation."
Max Gideon, VP of Streaming: Mr. Gideon is crucial to Siprocal's streaming initiatives. He is instrumental in applying the company's content-targeting technology to deliver precise advertising outcomes for clients, including detailed title-level reporting on ad impressions.

Recent Leadership Changes

Ari Segal and Sam Berenato both assumed their current roles as Chief Executive Officer and GM of Streaming & SVP Global Operations, respectively, in March 2023. These appointments coincided with the foundation of Siprocal through the merger of Digital Reef, Column6, and Gamers Club, establishing the leadership team for the newly formed entity.

6. Talent and Growth Indicators

Hiring Trends and Workforce

As of 2025, Siprocal operates with a team of 397 employees, reflecting an employee growth rate of 4%. The company cultivates a dynamic, collaborative, and entrepreneurial culture, valuing trust, diversity, and continuous pursuit of quality, empowering employees to make decisions quickly, take calculated risks, and innovate.
Recent job postings, such as "Analista de Mídias Digitais (AdOps / Programática)" (a remote position), indicate ongoing recruitment in commercial and marketing technology roles, particularly with a focus on expanding its presence in the Latin American market.

7. Social Media Presence and Engagement

Digital Footprint

Siprocal maintains an active presence across major social media platforms, including LinkedIn, Twitter, Facebook, and Instagram, which are utilized for brand positioning and community engagement. The company's digital communications frequently highlight its advancements in content targeting technology and strategic partnerships. Siprocal also uses a YouTube channel to share video content related to its offerings and insights.

LinkedIn: [https://www.linkedin.com/company/siprocal/](https://www.linkedin.com/company/siprocal/)
Twitter: [https://twitter.com/SiprocalTech](https://twitter.com/SiprocalTech)
Facebook: [https://www.facebook.com/Siprocal/](https://www.facebook.com/Siprocal/)
Instagram: [https://www.instagram.com/siprocaltech/](https://www.instagram.com/siprocaltech/)
YouTube: [https://www.youtube.com/@SiprocalTech](https://www.youtube.com/@SiprocalTech)

8. Recognition and Awards

Industry Recognition

In the third quarter of 2024, Siprocal received significant industry recognition, being ranked by Pixalate's Seller Trust Index as the #1 CTV supply-side platform (SSP) in North America specifically on Samsung TV devices. This achievement underscores its leadership in the highly competitive CTV market, particularly on a major platform like Samsung. Additionally, Siprocal secured noteworthy rankings on other prominent platforms, placing #7 on Amazon devices and #29 on Roku devices, demonstrating a robust presence across the broader CTV ecosystem. This recognition highlights Siprocal's commitment to innovation and quality, positioning it ahead of several major industry players.

9. Competitive Analysis

Major Competitors

Siprocal operates within the highly competitive digital advertising and ad tech industry, contending with established players.
Magnite: As the world's largest independent sell-side advertising platform, Magnite assists publishers in monetizing content across various screens and formats, including CTV, video, audio, and display. Formed from the merger of Rubicon Project and Telaria, Magnite has strategically expanded its CTV capabilities through significant acquisitions like SpotX and SpringServe, offering a comprehensive platform with global reach for programmatic advertising.
Xandr (Microsoft Advertising): Formerly AT&T's advertising and analytics division, Xandr (now part of Microsoft Advertising since 2023) provided a platform for buying and selling consumer-centric digital advertising through products like Invest DSP, Monetize SSP, and Curate. It focused on leveraging data with premium content for advanced advertising across various screens. Microsoft announced in 2025 its plan to shut down the buy-side Invest product in early 2026.
LiveIntent: LiveIntent is a people-based marketing platform primarily powered by email addresses, connecting publishing and advertising brands with verified individuals across media. It specializes in cookieless advertising solutions, resolving customer identity through its identity graph to help publishers generate revenue from email and web inventory. LiveIntent was acquired by Zeta Global Holdings in October 2024.

10. Market Analysis

Market Overview

The global digital advertising market is experiencing substantial growth, with an estimated size of USD 488.4 billion in 2024. It is projected to reach USD 1,164.25 billion by 2030, demonstrating a Compound Annual Growth Rate (CAGR) of 15.4% from 2025 to 2030. North America commands a dominant share of over 31% in this market. Key drivers for this growth include increasing internet usage, widespread mobile device penetration, the adoption of data-driven advertising strategies, and rising digital media consumption. Video advertising remains a critical component and is expected to capture a substantial share of digital ad expenditures by 2025.

Connected TV (CTV) advertising is a rapidly expanding segment. Digital video is projected to account for nearly 60% of total TV/video ad spend in 2025, surpassing linear TV. U.S. CTV ad revenue is expected to reach $20.5 billion in 2025 and $30 billion by 2029. Marketers are increasingly allocating budgets to CTV, with 58% planning to increase their spend in the second half of 2025. The market is propelled by innovations such as shoppable formats and interactive experiences, alongside a growing focus on precision storytelling and addressing market fragmentation. The shift towards privacy-first advertising and the deprecation of third-party cookies are also driving a greater reliance on first-party data and contextual targeting.

11. Strategic Partnerships

Siprocal engages in strategic collaborations to enhance its market position and innovation capacity.
Causal IQ: Partnered with Causal IQ, a programmatic solutions provider, Siprocal's content-targeting technology has been successfully utilized to deliver tailored advertising experiences, particularly within the sports industry.
Major Publishers and Industry Entities: Siprocal has forged strategic partnerships with major industry entities and publishers, including AMC, Fubo, Vizio, Samsung, LG, and Scripps, to gain access to exclusive first-party data.
Latin American Telecommunications Companies: The company benefits from exclusive relationships with telecommunications companies in Latin America, strengthening its mobile business unit and creating significant growth opportunities in the region.
Global Game Publishers and Application Manufacturers: Siprocal also maintains partnerships with global game publishers and application manufacturers, further enhancing its mobile and gaming advertising capabilities.

12. Operational Insights

Siprocal's operational strategy is distinguished by several key competitive advantages in the digital advertising landscape.
Direct Publisher Partnerships: The company emphasizes direct partnerships with publishers, significantly reducing reliance on resellers and ensuring access to premium, high-quality inventory.
Privacy-First Approach: A core operational tenet is its privacy-first product approach, which proactively addresses market shifts towards cookieless environments, enabling clients to engage audiences while maintaining data integrity.
Proprietary CTV Technology: Siprocal's proprietary built-for-CTV technology stack and advanced streaming TV support offer a differentiated offering in the rapidly expanding Connected TV market.
Unified Cross-Channel Solution: The ability to operate across mobile, gaming, and CTV provides a comprehensive "one-stop-shop" solution for advertisers seeking unified audience targeting and management.
Exclusive Regional Relationships: Exclusive relationships with telecommunications companies in Latin America create a strong competitive moat and offer significant growth prospects in that pivotal region.
* Precision Targeting and Real-time Optimization: