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33Across: Programmatic advertising, identity resolution, and cookieless solutions for digital publishers. Monetizes first-party data and ad inventory.
Based in New York City, 33Across is an advertising technology company that provides programmatic monetization and identity resolution solutions for digital publishers and advertisers. The firm operates a supply-side platform and the Lexicon identity solution, which enables privacy-safe transactions and audience targeting without the use of third-party cookies. The company facilitates digital advertising inventory across a network of approximately 800,000 publishers and generated $100 million in annual revenue in 2024. To support its cookieless infrastructure, 33Across has integrated its technology with major demand-side platforms including The Trade Desk and Amobee. Operating with a workforce of around 60 employees, the enterprise has raised over $27 million in total venture funding from backers such as Flybridge Capital Partners and First Round Capital. 33Across was founded in 2007 by Eric Wheeler.
33Across has raised $22.8M across 3 funding rounds.
33Across has raised $22.8M in total across 3 funding rounds.
33Across has raised $22.8M in total across 3 funding rounds.
33Across's investors include Pelion Venture Partners, FirstMark Capital, FJ Labs, Flare Capital Partners, Flybridge Capital Partners, Highland Capital Partners, iNovia Capital, Trinity Ventures, First Round Capital, Great Oaks Venture Capital, Greycroft, Metamorphic Ventures.
33Across is an advertising technology company that builds an Attention Platform to solve the challenge of capturing consumer attention in automated (programmatic) advertising. It provides publishers with programmatic video and display ad monetization solutions, contextual targeting, measurement tools, and cookieless inventory management via its Lexicon software, while enabling brands to deliver high-impact, quality ads with superior audience engagement.[1][2][3] Serving over 800,000 websites, one million publishers, and major clients like iHeartRadio, Daily Mail, Warner Bros., and USA Today, it processes five billion daily ad events to optimize yield, reduce intrusive ads, and drive incremental revenue—achieving 100% year-over-year growth for four years to a $100M annual run-rate while becoming profitable.[1][3][4]
The platform unifies high-impact creative, quality supply, viewable impressions, and attention-based targeting, resulting in greater efficiency, better consumer experiences, and privacy-focused monetization amid cookie deprecation.[1][3]
33Across pivoted its business model amid industry shifts toward programmatic advertising, transparency, and ad quality demands, which initially threatened its original operations but became the foundation for its revival.[1] Founder Eric (full name not specified in sources) led this turnaround by rebuilding around software platforms that deliver attention-grabbing ads, convincing investors, agencies, and brands to stay committed.[1] Key early milestones include four years of 100% YoY growth from zero to $100M run-rate profitability, alongside tech advancements like near-real-time dashboards for five billion daily events, developed with partners like Lineate around 2020.[1][4]
The company humanizes its tech by focusing on consumer-friendly advertising—less intrusive, more engaging—evolved from direct-response roots into a quality-driven leader, now powering over one billion global users across one million publishers.[3][5]
33Across rides the programmatic advertising wave, addressing fragmented attention in automated ecosystems by prioritizing quality, viewability, and engagement over volume.[1] Timing is ideal amid cookie phase-out and privacy regulations, where Lexicon's cookieless targeting fills a critical gap, increasing inventory prices without third-party data.[3] Market forces like demand for transparency, non-intrusive ads, and publisher yield optimization favor it, especially as brands seek measurable ROI in a $500B+ digital ad market.[1][3]
It influences the ecosystem by enabling 1M+ publishers to monetize efficiently, fostering a shift to attention-driven, consumer-respecting ads—partnering with SSPs like Pubmatic and powering premium content from USA Today to iHeartRadio.[3][4]
33Across is poised to dominate cookieless ad tech as privacy norms solidify, expanding Lexicon and attention metrics into emerging formats like video and CTV. Trends like AI-driven targeting and real-time bidding will amplify its 5B-event scale, potentially doubling revenue amid programmatic growth. Its influence may evolve from publisher enabler to full-stack attention orchestrator, shaping a more efficient, user-centric ad ecosystem—proving that solving attention scarcity builds enduring tech moats.[1][3]
33Across has raised $22.8M across 3 funding rounds. Most recently, it raised $13.0M Series C in July 2012.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Jul 1, 2012 | $13.0M Series C | Pelion Venture Partners | FirstMark Capital, FJ Labs, Flare Capital Partners, Flybridge Capital Partners, Highland Capital Partners, iNovia Capital, Trinity Ventures, First Round Capital, Great Oaks Venture Capital, Greycroft, Metamorphic Ventures, Panorama Capital, QED Investors |
| Jan 1, 2011 | $9.0M Series B | Flybridge Capital Partners | Flare Capital Partners, Highland Capital Partners, Trinity Ventures, First Round Capital, QED Investors |
| Mar 16, 2009 | $750K Other Equity | First Round Capital |