Buffalo Business First reported that Pulse 360 had closed its New York City office more than a year ago and laid off employees as part of a restructuring. Former CEO Jaan Janes also left the company for first-party data analytics provider Yieldbot.
Keating told Buffalo Business First’s David Bertola that the restructuring was due to changes in Federal Trade Commission regulations making it easier for publishers to sell their ad inventory themselves, bypassing third parties like Pulse 360. “It  was a flat year for us. We made some product changes, we had a restructuring and some jobs were eliminated,” Keating told the publication.
Based in Getzville, New York, Pulse 360 is a subsidiary of the marketing firm Seevast Corp., which was founded by Keating and includes search engine marketing company Kanoodle and ad network-building company Syndigo. Calls to Kanoodle’s office were not returned and the Syndigo website appears to be down. Of what led to Pulse 360's decline, the aforementioned former employee speculated that the company "got away from its core business."
If Pulse 360 does close, it would be the latest in a string of advertising companies running out of steam this year, following former ad exchange AdBrite, news publisher ad network quadrantOne, and ad network Adify.
Zach Rodgers contributed.