Data Platform Tracer Closes Oversubscribed Series A

New York City and London-based data intelligence platform Tracer has closed an oversubscribed $18.1m Series A round of funding.

Launched in 2015 as part of creative and media agency VaynerMedia, by co-founders Jeffrey Nicholson and Leighton Welch (pictured), Tracer processed more than $1bn in transactions before spinning off into a standalone entity in 2021. The firm's platform can automate ingestion of advertising, customer, sales and web site data, to help marketers analyze their campaigns across platforms.

Today, Nicholson serves as Tracer CEO and Welch as CTO, and the company has also recently appointed Obele Brown-West as President, leading its revenue, operations and growth initiatives. The funding was co-led by NewRoad Capital Partners, Progress Ventures and BDMI, with participation from S4S Ventures and Arbour Way Investors; and adds to an undisclosed amount of investment announced in June.

Nicholson comments: 'Tracer is at a significant inflection point in solving one of the media and marketing industries' biggest problems: turning data into informed decisions. In a challenging funding and growth landscape, we are humbled by the confidence our investors have in our potential. This oversubscribed round is a testament to the value we've proven our platform can deliver'.

Web site: www.tracer.tech .