MediaJel
MediaJel is a programmatic advertising platform purpose-built for regulated industries—primarily cannabis, with alcohol, gaming, sexual wellness, and political advertising—offering compliant ad buying, 21+ audience verification, attribution analytics, and white-label SaaS for agencies.
- Company typePrivate
- Founded2018
- HeadquartersWalnut Creek, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What MediaJel does
MediaJel is a programmatic advertising platform purpose-built for regulated industries where mainstream ad platforms restrict or ban content—primarily cannabis, with alcohol, gaming, sexual wellness, and political advertising as secondary verticals. The company enables compliant ad buying across 175K+ mainstream websites, mobile apps, connected TV (CTV) platforms, and digital out-of-home (DOOH) screens, with automated Legal Drinking Age (LDA) compliance verification achieving 90% compliant delivery against the 76.6% threshold required in strictest jurisdictions. The company reports 200+ trusted brands as customers and claims $300M+ in revenue generated for clients through the platform, with an average client ROAS of 2-4x.
The core technology stack consists of the MediaJel Platform (a programmatic DSP), DataJel (multi-touch attribution and analytics dashboard connecting ad spend to revenue), DemoGraph (a 21+ audience builder with 196M+ verified profiles backed by census and voter registration data), and a white-label SaaS option for agency partners. The platform supports multiple channels including display, CTV, DOOH, native advertising, SEO, and Google Ads/SEM, with Adelaide AU integrated for attention-based performance metrics. AI-adjacent capabilities include predictive audience modeling and multi-touch attribution optimization, though no proprietary AI models or research are disclosed.
MediaJel generates revenue through four streams: SaaS subscriptions for self-serve DSP access, managed services for full-service campaign execution, media buying pass-through on compliant inventory, and white-label licensing for agencies. The company operates three GTM motions simultaneously: direct enterprise sales with demos and strategy consultations for MSOs and large operators, self-serve programmatic access for mid-market and SMB customers, and OEM/white-label licensing for agencies serving regulated industries. The company was formed through a 2021 merger with Foottraffik and has raised approximately $2.6M in disclosed funding led by Merida Capital Holdings, a cannabis-specialist investor.
MediaJel firmographics
Firmographics- Name
- MediaJel
- Legal name
- MediaJel, Inc.
- Website
- https://mediajel.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- MediaJel is a programmatic advertising platform purpose-built for regulated industries—primarily cannabis, with alcohol, gaming, sexual wellness, and political advertising—offering compliant ad buying, 21+ audience verification, attribution analytics, and white-label SaaS for agencies.
- Ownership category
- akta.pro rank
MediaJel industry classification
Industry- Product category
- Programmatic Advertising Platform
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)
- SIC
- Services-Allied To Motion Picture Distribution (7829)
- akta.pro primary industry
- Content Supply Chain Orchestration & Workflow (Ingest-to-Publish, Automation) (MPAHALAG)
Keywords
Where MediaJel is headquartered
LocationHeadquarters
- HQ city
- Walnut Creek
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
MediaJel business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform/SaaS Subscriptions: Subscription-based access to the MediaJel programmatic advertising platform including audience tools, compliance automation, and analytics. Customers can choose self-serve, fully managed, or white-label options.
- Managed Services: Full-service campaign management where MediaJel's team handles campaign planning, execution, optimization, and reporting for clients who prefer not to self-manage.
- Media Buying: Revenue derived from media spend passing through the platform, potentially with margins on premium compliant inventory.
- White-Label Licensing: Licensing of the platform technology to agencies for white-label deployment to their clients in regulated industries.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Self-Serve Programmatic Platform |
| Hybrid | Monthly | Full-Service Managed Campaigns |
| Subscription | Annual | White-Label Platform |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels15 records
MediaJel product offering
Product offeringCore offering
MediaJel operates a programmatic advertising platform purpose-built for regulated businesses (cannabis, alcohol, gaming, sexual wellness, politics). The platform buys compliant media across 175K+ mainstream websites, mobile apps, CTV platforms, and DOOH screens, and bundles an LDA compliance engine, a 196M+-profile 21+ audience builder (DemoGraph), a multi-touch attribution dashboard (DataJel), and a self-serve DSP, deployable as self-serve, fully managed, or white-label.
Product overview
MediaJel is a programmatic advertising platform built for regulated industries (cannabis, alcohol, gaming, sexual wellness, politics). The core platform enables compliant ad buying across 175K+ mainstream websites, mobile apps, CTV platforms, and DOOH screens. The product suite is organized around the MediaJel Platform as the core system, DataJel for marketing attribution and analytics, DemoGraph for audience intelligence (196M+ verified profiles), a White-Label SaaS option for agencies, and a Self-Service Ad Platform (DSP) for direct campaign management. The platform supports multiple advertising channels including CTV, DOOH, native, display, SEO, SEM, SMS, and social media. The company also offers an extensive resource ecosystem including a Cannabis Marketing Academy, webinars, podcasts, and eBooks for education, along with Cannabis Advertising Laws compliance guidance.
Differentiator
Problem solved
Functional benefit
Products and services
- MediaJel Platform A programmatic advertising platform built for regulated businesses (cannabis, alcohol, gaming, sexual wellness, politics) that enables compliant ad buying across 175K+ mainstream websites, mobile apps, CTV platforms, and DOOH screens, with built-in LDA compliance verification and unified attribution from impression to revenue.
- DataJel A marketing attribution and analytics platform that shows which inventory, devices, creatives, and channels are driving revenue, enabling multi-touch revenue attribution tracking through the customer journey and connecting ad spend to ROAS, CLV, and CPA.
- DemoGraph Audience Builder An advanced 21+ audience builder with 196M+ verified profiles, enabling lookalike audience creation, first-party CRM data activation, and behavioral consumer mapping across web devices for regulated-industry targeting.
- Self-Service Ad Platform (Programmatic DSP) A self-serve demand-side platform (DSP) that enables users to independently launch and manage compliant programmatic advertising campaigns, with full campaign control across display, CTV, DOOH, native, and mobile inventory.
- White-Label Regulated Programmatic Advertising Platform A white-label SaaS version of the MediaJel DSP that agencies can rebrand and resell to their regulated-industry clients, providing compliant programmatic advertising capabilities under the agency's own brand on annual licensing terms.
- Marketing Attribution Dashboard A dashboard providing insights into which campaigns, audiences, and channels drive revenue, with ROAS tracking, customer analytics, and multi-touch attribution reporting for regulated-industry advertisers.
- Managed Cannabis Marketing Services Full-service campaign management in which MediaJel's in-house team plans, executes, optimizes, and reports on compliant advertising campaigns for cannabis dispensaries, MSOs, and brands, combining programmatic display, CTV, DOOH, native, SEO, and Google Ads.
Quantifiable outcome
- Clients generate $300M+ in revenue through the platform
- +5 more outcomes
Companies that use MediaJel
Customer profileNamed customers7 records
Segments8 records
Ideal customer profiles5 records
MediaJel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature5 records
MediaJel partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FoottraffikcoreMediaJel and Foottraffik announced a merger on July 19, 2021, combining their digital marketing and SEO services for regulated industries, primarily cannabis. The merged entity operates under the MediaJel name, leveraging the software platform and combining expertise to enhance marketing solutions for cannabis and regulated brands across the United States, Canada, and worldwide.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
MediaJel competitors and assessment
Company assessmentDirect peers
- Mantis (formerly Mantis Ad Network): Mantis is a cannabis-specific programmatic advertising network that delivers compliant display, video, and CTV ads to cannabis audiences on mainstream and cannabis-approved inventory. It competes most directly with MediaJel for the same dispensary, brand, and MSO advertisers and operates with a comparable compliance-led pitch.
- Trellis: Trellis is a cannabis-specific digital marketing agency and adtech provider offering programmatic, SEO, and creative services for regulated cannabis brands. It serves the same customer set and competes for the same managed-services and white-label engagements as MediaJel.
Emerging players
- Springbig: Springbig is a cannabis-focused customer engagement and marketing platform with deep SMS/loyalty penetration, increasingly expanding into programmatic and email. It targets the same dispensary and brand buyers as MediaJel, but its core competency is retention marketing rather than media buying.
- AlpineIQ: AlpineIQ provides cannabis marketing automation, CRM, and loyalty tooling for dispensaries, and has expanded into programmatic activation. It overlaps with MediaJel in the dispensary segment but is differentiated by its CRM-centric stack rather than DSP infrastructure.
Broad incumbents
- The Trade Desk: The Trade Desk is the largest independent programmatic DSP and offers cross-channel campaign management at global scale. While not cannabis-native, it increasingly competes with MediaJel for generalist brand spend and could encroach on regulated verticals with its own compliance tooling.
- StackAdapt: StackAdapt is a self-serve programmatic DSP with native, display, CTV, and DOOH capabilities. It targets mid-market and agency buyers in a similar GTM motion to MediaJel's self-serve and white-label offerings, and adds compliance features that increasingly intersect with MediaJel's regulated-industry positioning.
- AdRoll: AdRoll is a programmatic retargeting and display platform targeting SMB and mid-market advertisers. It competes with MediaJel's self-serve motion for cannabis-adjacent eCommerce advertisers (notably CBD brands) where compliance restrictions are lighter.
Others
- Leafly: Leafly is a cannabis marketplace and media property that sells advertising to dispensaries and brands. It is not a DSP, but competes for the same advertiser marketing dollars and increasingly offers audience-targeting products that overlap with MediaJel's DemoGraph proposition.
- Weedmaps: Weedmaps is a cannabis marketplace and advertising platform that connects brands and retailers with consumers. It competes for the same regulated-industry ad budgets as MediaJel through marketplace listings and promoted placements rather than programmatic media buying.
Regional players
- Cannabis Creative Group: Cannabis Creative Group is a cannabis-focused creative and digital marketing agency offering programmatic, SEO, and content services to dispensaries and brands. It competes with MediaJel primarily on the agency/managed-services side rather than on DSP technology.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MediaJel social profiles
Digital presenceMediaJel financial estimates
Financial estimateRevenue estimate
Valuation estimate
MediaJel leadership team
Management profileNumber of profiles
Profiles6 records
MediaJel funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MediaJel M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MediaJel
What does MediaJel do?
MediaJel operates a programmatic advertising platform purpose-built for regulated businesses (cannabis, alcohol, gaming, sexual wellness, politics). The platform buys compliant media across 175K+ mainstream websites, mobile apps, CTV platforms, and DOOH screens, and bundles an LDA compliance engine, a 196M+-profile 21+ audience builder (DemoGraph), a multi-touch attribution dashboard (DataJel), and a self-serve DSP, deployable as self-serve, fully managed, or white-label.
Is MediaJel a public or private company?
MediaJel is a private company. It is classified as venture growth investor backed and is currently operating.
When was MediaJel founded?
MediaJel was founded in 2018. It employs 51 to 100 people.
Where is MediaJel based?
MediaJel is headquartered in Walnut Creek, United States, in the North America region.
How does MediaJel make money?
Four revenue lines are on record. Platform/SaaS Subscriptions are the primary driver. The others are managed Services, media Buying and white-Label Licensing.
Who are MediaJel's main competitors?
Direct peers on record are Mantis (formerly Mantis Ad Network) and Trellis. Emerging players are Springbig and AlpineIQ. Broad incumbents are The Trade Desk, StackAdapt and AdRoll. Others are Leafly and Weedmaps. Cannabis Creative Group is listed as a regional player.
Does MediaJel have an API?
No public API is recorded for MediaJel.
What industry is MediaJel in?
MediaJel's product category is Programmatic Advertising Platform. Its primary akta.pro industry code is MPAHALAG, Content Supply Chain Orchestration & Workflow (Ingest-to-Publish, Automation). Its NAICS code is 51621 and its SIC code is 7829.