The Mobile Majority (Gimbal)
The Mobile Majority, a mobile advertising and attribution company founded in 2012 by Rob Emerich, has raised about $25 million and grew to roughly 100 employees. It earns a revenue share on ad spend run through its platform, and it reported over 10,000 end advertisers, from large brands like Ford to small local businesses. Emerich said the company was acquiring Qualcomm spinout Gimbal, and would rebrand under the Gimbal name.
After selling his earlier e-commerce companies in 2011, Emerich saw that offline commerce, which he said is more than 90% of all commerce, lacked good attribution and targeting. Mobile phones could bridge offline and online behavior, so he built a platform around that data.
- •Taking a revenue share on ad spend aligns the company's earnings with measurable advertising results, which makes its model easier for media partners and advertisers to accept.
- •Offering mobile-based attribution for offline behavior addresses a gap that cookie-based ad tools cannot fill, giving it a differentiated position.
- •Selling through large media companies lets the platform reach thousands of advertisers without building a direct sales force for each one.
- •Reaching over 10,000 advertisers, from national brands to small local businesses, suggests the platform works across very different budget sizes.
- 1.Identify a measurement gap your target customers face, such as offline attribution, and build your product around solving it.
- 2.Structure pricing as a share of revenue or ad spend that flows through your platform, so your income rises with your customers' results.
- 3.Partner with established media companies that already have audiences and sell ad inventory to their advertiser base.
- 4.Make attribution results visible to advertisers with clear metrics, such as store visits or dwell time, so they can judge the value of the spend.
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AI-extracted from the linked source. Monthly revenue can include one-time sales or donations, and may describe a later stage than the first-customer story.