Tracer Gets Funds from Sorrell and Names First President

In the US, marketing data aggregation and reporting platform Tracer has raised an undisclosed amount of Series A funding, with participation from Sir Martin Sorrell's S4S Ventures. The company has also hired Obele Brown-West as its first President.

Tracer's platform can automate ingestion of advertising, customer, sales, and web site data, to help marketers better analyze their campaigns across platforms. The new funding was co-led by Progress Ventures and Bertelsmann's BDMI with participation from Arbour Way Investors and S4S Ventures, whose co-founder and Managing Partner Sanja Partalo is joining Tracer's Board of Directors. Sorrell explains that his firm's digital content production company Media.Monks is a client of Tracer, which he says has provided a 'single source of truth on client accounts'.

Separately, Brown-West (pictured) joins as the company's first President, overseeing all revenue and operations activities. She has twenty years of experience, and most recently served as Chief Solutions Officer at performance marketing firm Tinuiti, before which, she worked at marcoms group Weber Shandwick as EVP, Client Experience Digital & Innovation Lead. Earlier, she worked for digital agency Piston as VP of Account Management, and she held account directing roles at ad agency mcgarrybowen, Google, and digital agency 360i, and was Senior Algorithmic Search Analyst at iPropsect.

Tracer co-founder Jeff Nicholson comments: 'Obele's hiring and the caliber of talent she represents marks the beginning of an exciting growth phase for Tracer. We're extremely humbled by the group of partners that have participated in our Series A and the level of interest we've received. We are thankful for the continued support of our past investors who helped make this opportunity possible.'

Web site: www.tracer.tech .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.