What Tunnl does

Tunnl is a privately held AI-powered audience intelligence platform founded in 2021 and headquartered in Arlington, Virginia. The company sells a closed-loop subscription platform that connects survey research, audience building, activation, and measurement, underpinned by a proprietary data layer that includes 10+ years of opinion data on every U.S. adult, 6.9 trillion data points, and 23,000+ predictive models. Its core products include Research Studio, Audience Explorer, Audience Builder, Campaign Effectiveness, Reach & Frequency, TV Ratings (including VAMOS for Hispanic audiences), Media Mix, and the Halo stakeholder-targeting system, plus a Premier Audience Suite for high-stakes verticals such as healthcare, finance, and tech.

Tunnl monetizes through annual subscription contracts for platform access, usage-based data activation fees when audiences are pushed to third-party ad platforms ($1.50 CPM for programmatic display, $2.50 CPM for CTV/OTT, 10% of media for social), and professional services for custom audience builds. The go-to-market is enterprise sales-led, targeting Fortune 500 brands, agencies, and advocacy organizations, with an inside sales motion for mid-market accounts. Named customers include DoorDash, Salesforce, Moderna, National Grid, American Beverage, AAR, Roundtable, and Televisa, supported by 64 employees as of the latest disclosure.

The platform integrates with major media endpoints including The Trade Desk, Freewheel/NBCU, Beeswax, Basis, Hulu, Facebook, Pinterest, and LinkedIn, with a Lookalike Modeling App available on the Snowflake Marketplace. Tunl was formed through the convergence of TargetPoint (founded 2003) and Deep Root Analytics (founded 2012), with TargetPoint Consulting formally integrated in 2025, bringing 20+ years of political campaign data science methodology into the commercial product.

Name

Tunnl

Legal name

Tunnl, LLC

Website

https://tunnldata.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Tunnl is an AI-powered audience intelligence platform that connects survey research, audience building, activation, and measurement in one closed-loop system, serving Fortune 500 brands, agencies, and advocacy organizations with proprietary predictive models built on 20+ years of political campaign data science.

Ownership category

akta.pro rank

Product category

Audience Intelligence Platform

NAICS

Marketing Research and Public Opinion Polling (541910), Software Publishers (5132), Media Buying Agencies (541830)

SIC

Services-Prepackaged Software (7372), Services-Advertising (7310)

akta.pro primary industry

Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK)

akta.pro secondary industry

Personalization, Recommendations & Search (MPAHAJAF)

Keywords

• Audience intelligence platform
• Predictive audience targeting
• Campaign effectiveness measurement
• TV advertising analytics
• Political microtargeting data

Headquarters

HQ city

Arlington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Platform Subscription: Subscription-based access to the Tunnl intelligence platform providing on-demand access to audience insights, research tools, planning, activation, and measurement capabilities. Subscribers gain access to hundreds of prebuilt audiences and the ability to build custom audiences.
2. Data Usage Fees: Fees charged when activating Tunnl audience data outside the Tunnl platform in third-party ad platforms. These fees are imposed by ad platforms when using third-party audience data for targeting.
3. Premier Audience Suite: Premium prebuilt audience products including U.S. Policy Opinion Makers and industry-specific Opinion Makers (healthcare, finance, tech) available as add-on to base subscription.
4. Custom Audiences: Bespoke audiences curated based on client-designed survey questions and proprietary data modeling process for specific campaign needs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Tunnl sells a subscription-based AI-powered audience intelligence platform that connects survey research, audience building, campaign activation, and measurement in a single closed-loop system. The platform is built on 20+ years of proprietary opinion data on every U.S. adult, 6.9 trillion data points, and 23,000+ predictive models, and is sold to Fortune 500 brands, agencies, and advocacy organizations navigating complex regulatory, public health, and reputational environments. Customers subscribe for on-demand access to 1,100+ prebuilt audiences and tooling that lets them run custom survey research, build and activate audiences across TV, digital, social, and CTV, and measure campaign effectiveness in one workflow.

Product overview

Tunnl is an AI-powered audience intelligence platform with a unified platform-plus-modules architecture connecting research, audiences, and measurement in one closed loop. The core platform integrates Research Studio (survey research), Audience Explorer (insights), Audience Builder (audience creation), and Campaign Effectiveness (measurement), all powered by a proprietary data infrastructure of 20+ years of survey data and 6.9+ trillion data points. Supporting modules include TV Ratings, Media Mix, Halo (stakeholder targeting), Ad Explorer, and Activation capabilities. The platform offers 1,100+ prebuilt audiences and access to 23,000+ predictive tools in its model library. Premier Audience Suite provides premium tier access to Opinion Maker audiences for high-stakes targeting.

Differentiator

Problem solved

Functional benefit

Products and services

• Research Studio Survey research tool that enables teams to ask questions, see answers instantly, and activate insights directly within the platform. Eliminates handoffs between survey vendors, audience builders, and media buyers by keeping all research within the connected Tunnl ecosystem. Targeted at brand, advocacy, and agency research teams running custom survey work.
• Audience Explorer AI-powered audience insights experience providing psychographic, consumer, policy, geographic, and media consumption insights. Enables users to explore audience characteristics, compare against baselines, and generate AI-powered summaries and AI Personas narratives.
• Audience Builder Tool for building custom audience segments using demographics, behaviors, sentiments, and geographies from Tunnl's data library, with real-time previews and persuasion-based sentiment models in version 3.0.
• Campaign Effectiveness Measurement tool for tracking audience movement and sentiment shifts across campaigns. Shows which audiences moved, which messages worked, and what actions to take next, with pre/post survey comparisons at individual level.
• Reach & Frequency Model-driven measurement tool for linear television advertising delivering ad exposure insights and audience cuts, with market breakdown charts, creative filtering, and streamlined exposure charts.
• TV Ratings Television ratings and planning tools including standard broadcast ratings and VAMOS TV Ratings for Hispanic audiences, providing viewership data for media planning and campaign optimization across linear and streaming TV.
• Halo (Stakeholder Targeting) Stakeholder targeting system for identifying, prioritizing, and influencing critical decision-makers across policy, business, and public discourse. Builds influence-based audiences using spheres of influence including core stakeholders, their staff, advisors, and community leaders.
• Ad Explorer CTV data exposure tool that identifies ads playing on TVs and models reach across the U.S. population, with the ability to filter by market, sponsor, or date range, search by keywords spoken within ads, and push creatives directly into Reach & Frequency.
• Premier Audience Suite Premium prebuilt audience package including U.S. Policy Opinion Makers and sector-specific Opinion Makers for healthcare, finance, and tech, available as an add-on to the base subscription to target the most influential decision-makers shaping policy and public discourse.
• Custom Audiences Bespoke audiences curated based on client-designed survey questions and proprietary data modeling process for specific campaign needs.

Quantifiable outcome

• Connected research, audiences, and measurement in one platform with seamless data flow from insight to activation
• +3 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability5 records

Feature9 records

Partnerships

Eight partnerships are on record, tiered core.

• TiVo AdscoreTechnology or Integration · 9 June 2026TiVo Ads has partnered with Tunnl to integrate its television viewership data into Tunnl's audience intelligence platform, targeting local and regional television markets. The partnership provides advertisers and agencies with better audience behavior insights across linear and streaming television, addressing fragmentation of TV viewing habits. Both companies emphasized privacy-first, consent-based data sharing as a core element.
• Comcast/FreewheelcoreTechnology or Integration · 1 April 2026Comcast/Freewheel integration enables expanded audience activation destinations. New activation options include Freewheel and NBCU following the integration.
• VIZIOcoreTechnology or IntegrationPartnership significantly enhances the TV data foundation behind Tunnl's audience intelligence platform. VIZIO's TV viewership data powers next-generation TV-first media planning capabilities.
• SnowflakecoreTechnology or IntegrationTunnl's Lookalike Modeling App is available on the Snowflake Marketplace, enabling customer acquisition through accelerated lookalike audience building.
• BeeswaxcoreTechnology or IntegrationBeeswax available as activation destination for Tunnl audiences, enabling programmatic activation across additional DSP platforms.
• NBCUcoreTechnology or IntegrationNBCUniversal available as audience activation destination following Comcast/Freewheel integration, enabling premium TV inventory access.
• LiveRampcoreTechnology or IntegrationTunnl audiences can be activated via LiveRamp for social media campaigns, enabling seamless data onboarding for targeted advertising.
• The Trade DeskcoreTechnology or IntegrationTunnl audiences available through The Trade Desk with hybrid pricing model for programmatic display and CTV activation.

Scale indicators10 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Resonate: Resonate is an AI-driven consumer intelligence and audience platform that combines first-party data, survey-based psychographics, and predictive modeling for advertisers — directly comparable to Tunnl's audience intelligence offering and closed-loop research-to-activation workflow.
• iSpot.tv: iSpot.tv is a TV and CTV measurement and attribution platform providing real-time ad performance and audience analytics. Comparable to Tunnl's Reach & Frequency and TV Ratings products, and increasingly competing in the CTV/OTT intelligence space that is central to Tunnl's strategy.

Broad incumbents

• Nielsen: Nielsen is the dominant incumbent in TV ratings, audience measurement, and consumer intelligence. Tunnl's TV Ratings, Reach & Frequency, and audience measurement products compete against Nielsen's portfolio across linear and CTV, though Tunl differentiates with survey-based psychographic overlay.
• Comscore: Comscore is a cross-platform measurement and audience analytics company with deep TV ratings, digital audience, and advertising effectiveness capabilities. Comparable to Tunnl's TV measurement and audience intelligence offerings as a broader-scale, publicly traded alternative.
• The Trade Desk: The Trade Desk is the leading independent DSP and a major channel for Tunnl's audience activation. While not a direct audience intelligence competitor, it is both a critical distribution partner and a potential competitor as TTD expands its data and identity offerings (e.g., UID2).
• LiveRamp: LiveRamp is a data collaboration and identity resolution platform that powers onboarding of third-party audiences (including Tunnl's) to social and CTV platforms. Comparable as a data connectivity layer and as a broader incumbent in the same customer workflows.
• Oracle Advertising (Oracle Data Cloud / Moat): Oracle Advertising offers a portfolio of audience data, measurement, and ad verification products (Grapeshot, Moat, BlueKai) that overlap with Tunnl's audience intelligence and TV measurement capabilities at significantly greater scale.

Emerging players

• Zeta Global: Zeta Global operates a marketing data and audience platform that combines first-party identity, predictive scoring, and multi-channel activation — closely mirroring Tunnl's closed-loop model but with much broader scale and a public-company financial profile.
• Morning Consult: Morning Consult is a survey-based research and consumer intelligence company serving brands, agencies, and advocacy organizations — directly comparable to Tunnl's Research Studio and survey-derived audience insights, with overlap in Fortune 500 / public affairs buyers.
• HarrisX: HarrisX is a market research and public opinion polling firm serving brands, agencies, and political clients — directly comparable to Tunnl's research, polling, and public affairs audience intelligence offerings, and notably the prior employer of CEO Sara Fagen and VP Sam Zaleski.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/tunnldata
• LinkedInlinkedin.com/company/tunnldata
• Facebookfacebook.com/TunnlData

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tunnl