Some of the money will also be allocated to beefing up Altitude’s data infrastructure, with new datacenters in key markets abroad. More traditional international expansion is also on the docket.
“We’re going to get really aggressive in Europe in 2015 and into 2016,” Ostermiller said, pointing to Italy, Germany and Spain as potential locations for new offices. In addition to its home base in Denver, Altitude already operates offices in Los Angeles, New York and San Francisco.
The nature of Altitude’s designs on Europe are still in the air. In terms of staffing, it’s a toss-up between build and buy, Ostermiller said.
“If we were to build, we would open a European headquarters in London or Amsterdam, but at the same time, we’re looking at a couple of different acquisitions that would get us to market quicker,” he said. “Overseas in particular, we’re looking for companies with established sales teams that have programmatic experience in video and mobile.”
For the moment, Altitude Digital remains independent, although for how long remains to be seen. Although Ostermiller touted this independence – “Most SSPs out there are advertising companies because they were bought by advertising conglomerates, but we’re independent, and we consider ourselves to be a partner to publishers,” he said – an exit, IPO or otherwise, appears to be in the cards.
“Last year, we had over 10 offers to sell the company, and we decided to stay independent and continue growing,” Ostermiller said. “But our future plans are to either go public or to sell to a strategic partner.”