Traverse Data Raises Funds for Expansion

In the US, deterministic match data specialist Traverse has raised $1m in funding, which it will use for new product launches and to hire additional sales staff.

Recently re-named Traverse Data matches specific users to their devices, typically using a hashed e-mail address and a cookie, or a mobile ad ID. The company aggregates deterministic match data from its proprietary network of 70 publishers, and then licenses that data to companies that provide onboarding, retargeting, attribution, cross-device marketing and personalization services. For publishers, the firm provides a secure way to license hashed registration data to ad tech companies, currently processing data on several hundred million unique individuals in the US each month.

The new funds come from a variety of industry insiders, including Ryan Schulke, the CEO of purchase behavior data specialist Fluent. Traverse Data CEO and co-founder Craig Swerdloff comments: 'Traverse's growth has been spurred by an increasing demand for alternative sources of deterministic match data, and our differentiated offering has put us in a great position to fulfil this need'.

Web site: www.traversedata.com .