Programmatic platform Choozle picked up $6 million in Series B funding Tuesday, and it’s got growth on the brain.
“We’re buying time to become a bigger player in the mid-market,” said Choozle CEO and co-founder Andrew Fischer, who sees recent ad tech consolidation and the lack of investment in early-stage companies as an opportunity.
Choozle, which has raised more than $14 million in total funding, was founded in 2012 focused on media creation. At the time, its competitive set was populated by companies such as Celtra and Flite, which is now owned by Snapchat.
It became clear, however, that advertisers wanted an end-to-end platform where they could transact their programmatic media through one interface, with data and analytics baked in. So, in 2014, Choozle pivoted.
The company embraced a SaaS model and inked integration deals with enterprise tools and partners, including Oracle, Ensighten, The Trade Desk, AppNexus and OpenX, as it centered on helping medium-sized agencies and advertisers put hands on keyboards. Centro and Simpli.fi are now Choozle’s main competitors.
“Most independent marketing agencies thought we were coming from a different planet when we were trying to introduce self-service to them,” Fischer said. “But, luckily, the market has shifted.”
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