Improvado, a San Francisco, California-based marketing middleware platform provider, as per recent reports, has just raised $8 million in a Super Seed funding round participated by 60 Silicon Valley investors. The funding round was participated by venture capitals – Bullpen Capital, Cabra.vc, and IAdata; angel investors – Google and Oracle executives, along with founders from other marketing companies, which includes – Auren Hoffman (LiveRamp founder), Joe Zawadzki (MediaMath founder), Omar Tawakol (BlueKai founder), Rajeev Goel (Pubmatic founder) and many more.
With this recent funding, the San Francisco-based Improvado is all set to disrupt the marketing technology industry with its unique platform offering that’s capable of connecting and consolidating data from different sources into one single central repository, without any kind of engineering or tech support.
Speculations are that the integrations include over 150 marketing platforms, such as Facebook, Google, Linkedin, and Salesforce, and visualization tools such as Tableau and Looker. Improvado’s central repository offering has piqued much interest from both marketers and engineers, who’re excited about this turnkey solution that does not require developers to build and maintain APIs, and yet can handle complex data types at scale.
“Improvado’s sustained and rapid growth is proof of its ability to manage the scale of data that leading brands are utilizing in today’s digital ecosystem,” mentions Paul Martino, Managing Partner at Bullpen Capital. “With one unified view of key metrics and insights, enterprises can make smarter decisions across the entire customer journey, uncover data blind-spots and increase organizational transparency.”
“There are now over 7,000 marketing technology platforms, up 20x in the last 10 years, and the average marketer uses at least 12 different platforms while managing ads, email automation, web analytics, social media, search, SEO and more,” states Daniel Kravtsov, Founder & CEO of Improvado. “Every leader in the space agrees that this creates a huge problem when it comes to data aggregation. Salesforce, IBM, and Talend all raced to acquire middleware companies in 2018. Marketing middleware is the glue that brings this fragmentation together.”