What Traverse Data does

Traverse Data is a Seattle-based, privately held data company that aggregates deterministic match data from a proprietary publisher network and operates the DMS Direct product suite — a set of ten interconnected data products for audience identification, enrichment, and engagement. The platform is engineered around a stated throughput of 60 billion signals processed monthly across web, phone, email, and transactional channels, and its core technical components include identity resolution / deanonymization (Direct Identity Resolution), ID-graph construction (Direct Linkage), intent inference from behavioral signals (Direct Intent), lead reactivation (Direct Activity), profile enrichment (Direct Append), email deliverability assessment (Direct Contactability), a real-time scoring API (Direct Lead Scoring), and a cloud-based data marketplace (Direct Marketplaces). The product is positioned to address three primary buyer personas — enterprise marketers, publishers, and AdTech companies — with concentrated vertical focus on five high-volume performance-marketing categories: auto and home insurance, health insurance, education, consumer finance, and home services.

The commercial model is data monetization through sales-led enterprise licensing, API access, and marketplace transactions; pricing is not publicly disclosed and is mediated through Request Info / Contact Us flows, consistent with a consultative sell rather than self-service PLG. Distribution is multi-pronged: direct enterprise sales, the Direct Marketplaces cloud product, and an Everflow-based publisher partnership portal. The company is closely intertwined with Digital Media Solutions LLC (the legal entity) and is operating in a headcount band of 1–10 employees with only $1,000,000 of disclosed funding (raised 2017-05-17). Leadership disclosed consists of co-founder/CTO Sam Brown and Chief Product Officer Andrew Cooper.

Traverse Data's value proposition is anchored in deterministic, opt-in match data and the ability to convert anonymous traffic into identifiable, scored, and reachable audiences while maintaining privacy compliance — capabilities aimed at regulated, lead-generation-heavy verticals where deterministic match outperforms probabilistic alternatives.

Name

Traverse Data

Legal name

Digital Media Solutions LLC

Website

https://traversedata.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Traverse Data operates the DMS Direct platform — a suite of ten data products that aggregate deterministic match data from a proprietary publisher network, serving enterprise marketers, publishers, and AdTech companies with audience identification, identity resolution, and lead scoring.

Ownership category

akta.pro rank

Product category

Marketing Data and Identity Resolution

SIC

Services-Advertising (7310)

akta.pro primary industry

Marketing Database & Contact Data Providers (B2B/B2C Lists) (BPAFAKAF)

akta.pro secondary industries

Lead Generation & List Building Services (Prospecting, Data Sourcing) (BPAFAKAE), Direct Response & Database Marketing (Mailing Lists, Data Hygiene) (MPAAAIAK)

Keywords

• Data solutions
• Audience insights
• Identity resolution
• Intent data
• Lead scoring

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Data Solutions and Audience Insights: Provides data-driven marketing solutions including intent data, audience segmentation, identity resolution, and lead scoring services to marketers, publishers, and AdTech companies. Revenue is generated through data licensing, API access, and cloud-based marketplace transactions for accessing audience insights and consumer signals.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Traverse Data, operating as DMS Direct (a Digital Media Solutions LLC brand), provides a B2B data-driven marketing platform that processes 60 billion signals monthly to deliver intent data, audience segmentation, identity resolution, and lead scoring solutions. The suite of products helps marketers, publishers, and AdTech companies identify high-intent audiences, reactivate dormant leads, enrich customer profiles, and power real-time personalized marketing campaigns.

Product overview

DMS Direct is a data-driven marketing platform that provides a suite of interconnected data products for audience targeting and engagement optimization. The platform consists of ten core products: Direct Intent (behavior-based audience identification), Direct Activity (dormant lead reactivation), Direct Audiences (custom audience creation), Direct Identity Resolution (deanonymization), Direct Linkage (ID graph building), Direct Append (profile enrichment), Direct Contactability (email deliverability assessment), Direct Marketplaces (cloud-based data augmentation), Direct Lead Scoring (real-time API-based scoring), and Direct Retargeting (consumer retargeting). The platform processes 60 billion signals monthly and offers both marketer and publisher solutions through real-time, privacy-conscious data integration.

Differentiator

Problem solved

Functional benefit

Brands

• DMS Direct: Data solutions platform for deeper audience insights and real-time engagement. Products include Direct Intent, Direct Activity, Direct Audiences, Direct Identity Resolution, Direct Linkage, Direct Append, Direct Contactability, Direct Marketplaces, Direct Lead Scoring, and Direct Retargeting.

Products and services

• Direct Intent Identifies marketing intent through web browsing behavior, content engagement, and purchase history to target high-value prospects. Built for enterprise marketers seeking behavioral audience targeting.
• Direct Activity Reactivates dormant prospect lists by leveraging event signals from internet, phone, and email interactions. Targeted at marketers looking to recapture lost leads.
• Direct Audiences Combines intent data with append data to create highly targeted custom audiences for precise marketing campaigns. For enterprise marketers and advertisers.
• Direct Identity Resolution Transforms anonymous site visitors into leads by deanonymizing traffic through identity resolution. Built for marketers and AdTech companies needing visitor-to-lead conversion.
• Direct Linkage Builds ID graphs by connecting diverse data sources to enable deeper customer insights. For enterprise data teams and AdTech platforms.
• Direct Append Enriches customer profiles with additional demographic and behavioral insights for personalized messaging. Aimed at marketers and data teams.
• Direct Contactability Assesses email deliverability to ensure current, accurate contact information for higher engagement rates. Used by email marketers and campaign managers.
• Direct Marketplaces Cloud-based data marketplace for augmenting and enriching internal data sets with intent, activity, and append data. For data teams and mid-market buyers seeking self-service data access.
• Direct Lead Scoring Scores every lead at routing time on category-specific intent and authenticity via a real-time API that is IAB-aware and calibrated from conversion data. For marketers and AdTech platforms.
• Direct Retargeting Messaging solution that helps marketers build a community of engaged users and retarget consumers across channels. For marketers and publishers.

Quantifiable outcome

• 60 billion signals processed monthly
• +1 more outcomes

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature10 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Bombora: Bombora is a B2B intent data provider that aggregates signals from a publisher co-op to score company-level purchase intent — directly comparable to Traverse's Direct Intent and Direct Audiences products, with the same sales-led motion into enterprise marketers.
• 6sense: 6sense combines intent data, identity resolution, and predictive scoring for ABM and B2B demand generation — overlapping closely with Traverse's Direct Lead Scoring, Direct Intent, and Direct Identity Resolution products.
• Demandbase: Demandbase sells an ABM platform that uses intent signals and account identification to drive B2B marketing and sales — a direct competitive analog to Traverse's marketer-facing intent and identity stack.
• Lotame: Lotame provides audience data, identity, and data collaboration tools used by publishers and marketers — directly comparable to Traverse's publisher partnership model and audience segmentation products.
• LiveRamp: LiveRamp operates an identity resolution and data collaboration network (RampID) used by marketers, publishers, and AdTech companies — directly comparable to Traverse's Direct Identity Resolution, Direct Linkage, and three-sided data network model.
• Zeta Global: Zeta Global combines a marketing data cloud (Zeta Data) with identity, intent, and activation products serving enterprise marketers across verticals — directly comparable scope to Traverse's DMS Direct platform.
• Madison Logic: Madison Logic uses intent signals to power B2B account-based marketing and demand generation — comparable in buyer segment, intent-data sourcing, and ABM activation motions to Traverse's offering.

Emerging players

• Stirista: Stirista is a mid-market data and audience solutions provider offering identity, append, and acquisition services — comparable to Traverse's Direct Append, Direct Contactability, and direct-response data products but with a smaller enterprise footprint.

Broad incumbents

• Acxiom (IPG): Acxiom operates large-scale marketing data, identity, and clean-room infrastructure used by major enterprise marketers — overlaps with Traverse's Direct Append, Direct Linkage, and identity capabilities, but as part of a much broader data and ad platform portfolio.
• Experian Marketing Services: Experian provides consumer data, identity, and marketing services (audience targeting, data append, lead quality) — directly overlaps with Traverse's Direct Append and Direct Audiences products but with significantly broader scale and a credit-bureau-distribution channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/TraverseData

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Traverse Data