"What drives the business and we're really focused on [are] custom formats that we create that allow brands to stand out that's really rich-media enabled," Franchi said. For instance, Undertone is tackling cross-screen creative, a key challenge brands and agencies come up against in planning mobile campaigns, with ScreenShift, a responsive design format that optimizes creative for different screens.
Undertone operates an Undertone Ad System, which combines data management, ad delivery, reporting and analytics. Programmatic is another area the company is considering, according to Franchi, who noted it will be "a big focus for the company moving forward."
Undertone is rumored to be gunning for an IPO and has revenues in the $200 million range, per Business Insider.