What 33Across does

33Across is a New York-headquartered (now fully remote since November 2021) supply-side programmatic advertising technology company founded in 2008 by CEO Eric Wheeler. The company operates an integrated platform consisting of four core product lines: the 33Across Exchange (an in-house SSP launched in 2016 connecting publishers directly to DSP demand), Lexicon (a proprietary identity resolution technology powering 150 billion daily bid requests across all browsers and digital channels), Glossary (a supply-side curation product that combines identity enrichment with audience segments and premium inventory for curated private marketplaces), and a Data Licensing business offering 1,500+ packaged audience segments across 20+ categories. The platform processes over 300 billion monthly data signals and is integrated across 800,000+ global publisher sites, with a partnership ecosystem spanning 20+ SSPs (TripleLift, IndexExchange, Magnite, PubMatic), DSPs (The Trade Desk, Microsoft), and data providers (Epsilon, TransUnion).

The company's revenue is generated through three streams: marketplace commissions on programmatic transactions through the SSP, data licensing of audience segments and identity resolution technology, and transaction fees on curated marketplace deals. It serves a horizontal customer base across publishers, advertisers/brands, and DSPs, with named publishing customers including USA Today Sports, DailyMail.com, Shinez, Factinate, and Regional News Group, plus retail media networks as an emerging segment. A March 2026 exclusive supply-side partnership with Valpak adds deterministic new-mover data covering 41 million households, and a March 2026 CPO appointment signals continued product investment.

33Across operates in a fully distributed remote model across the United States and India, with 51-100 employees. The company has raised approximately $27.2M in total disclosed funding across rounds ending in 2016, with the most recent being a $1.5M tranche from Flybridge in February 2016, suggesting a self-sustaining, profitable operating profile. Strategic positioning centers on the cookieless advertising transition, where Lexicon's identity resolution and Glossary's pre-bid supply curation address the signal loss that has historically cost 40-70% of match rates through traditional cookie syncing approaches.

Name

33Across

Legal name

33Across Inc.

Website

https://33across.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

33Across is a supply-side programmatic advertising platform offering identity resolution (Lexicon), curation (Glossary), an in-house SSP exchange, and data licensing across 800,000+ publisher sites, serving publishers, advertisers, and DSPs with AI-driven cookieless solutions.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Supply-Side Platform (SSP): Platform fees and revenue share from publishers monetizing their display, CTV, and app inventory through the 33Across exchange. The company acts as a sell-side platform connecting publishers with demand-side platforms.
2. Data Licensing: Licensing of audience segments, identity resolution technology, and data enrichment services to advertisers and platforms. Includes 1,500 packaged segments and custom-built segments based on customer needs.
3. Curation Deals: Revenue from curated marketplace deals that pre-select inventory based on audience characteristics and contextual relevance before bids reach the DSP, enabling premium pricing.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

33Across operates a supply-side programmatic advertising platform that connects publishers with advertisers and DSPs. Its core offerings are the Glossary curation product, a Supply-Side Platform (33Across Exchange), Data Licensing of ML-built audience segments, and Lexicon identity resolution technology that enables addressable and cookieless inventory monetization across CTV, display, mobile, and apps.

Product overview

33Across is a supply-side programmatic advertising platform offering an integrated portfolio of products including a Supply-Side Platform (SSP) for publishers, Glossary curation for curated audience targeting, Data Licensing for machine learning-powered audience segments, and Lexicon identity resolution technology. The platform connects data to media activation across CTV, display, mobile, and app channels, processing over 300 billion monthly data signals to create 1,500+ audience segments. The core architecture is built around Lexicon's identity resolution technology (powering 150B daily bid requests) feeding into the Glossary curation product, which filters supply before reaching DSPs through the 33Across Exchange.

Differentiator

Problem solved

Functional benefit

Products and services

• Glossary (Curation) Supply-side curation product that combines identity enrichment, high-performing audience segments, and premium inventory into curated private marketplaces across CTV, display, and mobile. Sold to advertisers, agencies, and DSPs seeking pre-bid filtered inventory.
• Supply-Side Platform (33Across Exchange) In-house programmatic exchange that directly integrates with publishers and yields deep insights into supply auctions and optimization, supporting display, CTV, and app inventory monetization.
• Data Licensing Licensed offering of 1,500+ machine-learning-built audience segments across 20+ categories, plus custom-built segments and global ID sync/match rate expansion across 800k+ publisher sites, sold to advertisers, agencies, DSPs, and data platforms.
• Addressability for Publishers Scaled supply-side addressability offering that lets publishers transform display and video inventory into data-driven programmatic revenue, including cookieless impressions, leveraging Lexicon identity resolution.

Quantifiable outcome

• 165% cookie alternative revenue lift for publishers using Lexicon
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

14 partnerships are on record, tiered core.

• ValpakcoreTechnology or Integration · 3 March 2026Exclusive supply-side partnership integrating Valpak's deterministic new mover audience data into 33Across' Glossary curation product. Enables advertisers to activate verified lifestage data through curated private marketplaces across CTV, display, and mobile before inventory reaches the DSP. Provides access to 41 million mover households through exclusive deal IDs.
• NexxencoreTechnology or Integration · 1 October 2025Nexxen's curated marketplace enables partners to unlock new value from data for smarter curation. Strategic partnership enhancing data activation capabilities within the 33Across platform.
• Unified ID 2.0 (UID2)coreTechnology or Integration · 15 October 2024Integration with Unified ID 2.0, an open-source identity solution pioneered by The Trade Desk that prioritizes privacy and transparency. Expands addressability across digital channels.
• TripleLiftcoreTechnology or IntegrationSSP/exchange partner integrated with 33Across platform for programmatic inventory exchange
• IndexExchangecoreTechnology or IntegrationSSP/exchange partner; Paul Zovighian, VP Corporate Development featured in partner spotlight
• MagnitecoreTechnology or IntegrationSSP/exchange partner integrated with 33Across platform
• PubMaticcoreTechnology or IntegrationSSP/exchange partner integrated with 33Across platform
• TheTradeDeskcoreTechnology or IntegrationDSP partner for programmatic demand; co-pioneer of UID2 identity solution
• TransUnioncoreTechnology or IntegrationData and identity partner integrated with 33Across platform
• MicrosoftcoreTechnology or IntegrationDSP partner integrated with 33Across platform
• EpsiloncoreTechnology or IntegrationData partner integrated with 33Across platform for audience targeting
• YahoocoreTechnology or IntegrationSSP/exchange partner integrated with 33Across platform
• BidSwitchcoreTechnology or IntegrationProgrammatic infrastructure partner providing neutral supply-demand matching
• NAI (Network Advertising Initiative)coreOthersNAI member; adheres to NAI compliance standards for digital advertising

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nexxen: Omnichannel programmatic platform offering SSP, DSP, and curation products. Both a recent 33Across curation partner and a direct competitor across the programmatic stack.
• Equativ: Independent ad-tech platform combining SSP, curation, and identity solutions following the Smart AdServer merger. Competes directly with 33Across in supply-side curation and addressability.
• OpenX: Independent SSP operating a programmatic exchange with supply-side curation and data products. Comparable to 33Across in serving publishers with identity and audience activation.
• TripleLift: SSP and exchange specializing in native and programmatic inventory. A current 33Across exchange partner, but overlapping publisher and curation capabilities create direct competition in specific inventory types.
• Index Exchange: Independent SSP and exchange focused on header bidding and curation. A core 33Across partner but also a direct competitor for publisher supply and curation budgets.
• Magnite: Independent SSP and the largest pure-play sell-side platform post-Rubicon Project/Telaria merger. Directly comparable to 33Across as a competing SSP serving CTV, display, and app inventory with curation capabilities.
• PubMatic: Public independent SSP with supply-side curation and identity/data products. Directly comparable across programmatic supply, header bidding, and publisher monetization offerings.

Broad incumbents

• LiveRamp: Identity resolution and data connectivity platform. Operates as a broader incumbent in the identity space where 33Across competes via Lexicon, with deeper enterprise penetration and a public market profile.
• The Trade Desk: Largest independent DSP and co-pioneer of UID2 identity. Operates on the demand side of the same programmatic ecosystem 33Across sells into; broader incumbent with vastly greater scale and capital.

Emerging players

• Lotame: Independent data collaboration and audience platform with identity solutions. Comparable to 33Across in offering data licensing and audience segments to the open web, but smaller scale and more focused on data onboarding.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/33Across
• LinkedInlinkedin.com/company/33across-inc.
• Instagraminstagram.com/_33across/?
• Facebookfacebook.com/33Across

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds7 records

Investors11 records

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

M&A1 record

Investments

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

Frequently asked questions about 33Across