What Infillion does

Infillion is a privately held advertising technology company, legally PaeDae, Inc. (California) and commercially headquartered in New York, that has built a composable, agent-native advertising platform by acquiring and integrating eleven adtech businesses over roughly a decade. The platform is organized into four pillars — Demand (DSP infrastructure via MediaMath), Supply (inventory access), Data (Catalina deterministic purchase data, XGraph identity, Gimbal location), and Creative (TrueX and IDVx interactive video) — comprising 190+ interoperable components that customers can assemble in any combination.

The company earns revenue through a mix of programmatic platform fees, data monetization, premium creative and interactive video formats, managed measurement and attribution services, and white-label retail media network infrastructure (e.g., powering Walmart Connect Mexico's DSP). It sells to enterprise advertisers, agency holding companies, independent agencies, retail media networks, and commerce enablers through direct field sales, channel partners spanning 1,400+ agencies and brands, and self-serve API/agent access via the Infillion Agent Connector, with HIPAA, GDPR, and COPPA compliance for regulated verticals.

The business is built on a $750 million investment base and was most recently reshaped by the February 2026 acquisition of Catalina, which added $600 billion of annual consumer spending visibility across 130 million US households, and by the December 2025 launch of an agent-native execution layer on Model Context Protocol. Leadership is founder-led by Executive Chairman Rob Emrich, with a C-suite covering operations (Brian Kaminsky), technology, finance, commercial, legal, privacy, accounting, product/strategy, and growth.

Name

Infillion

Legal name

PaeDae, Inc.

Website

https://infillion.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Infillion is a privately held adtech company that operates a composable, agent-native advertising platform built from 190+ interoperable components across Demand, Supply, Data, and Creative, serving enterprise advertisers, agencies, retail media networks, and brands with programmatic buying and closed-loop measurement.

Ownership category

akta.pro rank

Product category

Programmatic Advertising Platform

NAICS

Media Buying Agencies (541830)

SIC

Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Performance Marketing Automation & Bid Management Services (MPAAACAM)

Keywords

• Programmatic advertising platform
• Demand-side platform
• Retail media networks
• Interactive video advertising
• Location intelligence

Headquarters

HQ city

Granville

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Programmatic Advertising Platform Fees: Infillion earns revenue through its Demand-Side Platform (MediaMath) which enables programmatic media buying and optimization across channels. Fees are charged for access to bidding, optimization, pacing, forecasting, audience targeting, and campaign decisioning infrastructure.
2. Data Monetization: Revenue is generated by integrating proprietary data assets (Catalina purchase data, Gimbal location data, XGraph identity graph, Phonic survey insights) into the platform to enhance targeting and measurement, enabling premium pricing for data-enriched advertising campaigns.
3. Creative and Interactive Ad Formats: Revenue from premium interactive video ad formats (TrueX, IDVx, Enhanced Video) and creative studio services that command higher CPMs due to engagement and attention performance, including shoppable units and CTV-native formats.
4. Measurement and Attribution Services: Revenue from proprietary measurement solutions including Arrival (in-store footfall attribution), UpLift (brand lift surveys), and Catalina-powered closed-loop measurement enabling brands to connect media spend to verified sales outcomes.
5. Retail Media Network Infrastructure: Infillion provides the infrastructure for retail media networks and commerce media networks to build and operate their own media businesses, enabling closed-loop measurement, audience development, and custom bidding based on purchase data.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Infillion operates a composable, agentic-native advertising platform built from 190+ interoperable components across Demand (MediaMath DSP), Supply (publisher and SSP integrations), Data (XGraph identity, Catalina purchase data, Gimbal location), and Creative (TrueX and IDVx interactive video) pillars. It delivers programmatic media buying, closed-loop measurement tied to verified purchases, in-store attribution, retail media network infrastructure, and AI-agent controlled execution through the Infillion Agent Connector on Model Context Protocol. The platform is sold to enterprise advertisers, agencies, and retail media networks via managed service, self-serve, and white-label deployments.

Product overview

Infillion is a composable advertising technology platform organized around four pillars—Demand, Supply, Data, and Creative—comprising 190+ interoperable components. The platform integrates MediaMath's DSP capabilities, TrueX's interactive video advertising, InStadium's sports engagement, Gimbal's location intelligence, Catalina's deterministic purchase data, and Phonic's AI-powered research tools. The portfolio includes Infillion Agent Connector for AI-controlled media buying, InfillionX for full-funnel campaigns, IDVx for scalable interactive video, and Arrival for in-store attribution. Advertisers access these capabilities through managed service, self-serve, or API-based automation.

Differentiator

Problem solved

Functional benefit

Products and services

• Infillion Platform The first agent-native composable advertising platform, organizing best-of-breed technology into 190+ interoperable components across four pillars (Demand, Supply, Data, Creative). Enables businesses to compose their ideal marketing solution via managed service, self-serve, or AI-agent control through Agent Connector. Targets enterprise advertisers, agencies, brands, and retail media networks.
• Infillion MediaMath (DSP) Industry's first agent-native demand-side platform (DSP) providing bidding, optimization, campaign execution, and audience targeting across every format and channel. Built on MediaMath technology and now positioned as the core of Infillion's Demand pillar.
• TrueX Industry's premier consumer opt-in value-exchange ad experience pioneered over 12 years ago. Delivers guaranteed attention through interactive engagement formats that respect consumer time, attention, and privacy while achieving high brand lift and conversion rates.
• IDVx (Interactive Video) Industry's first scalable interactive video solution bringing premium shoppable ads across CTV, desktop, and mobile. Combines TrueX's interactive capabilities with MediaMath's programmatic technology; achieves 2% interaction rate and 90%+ video completion rate.
• InStadium Nation's largest live sports fan engagement platform covering 425+ venues across MLB, NFL, NBA, NHL, and NCAA. Provides exclusive inventory and full-funnel sports marketing capabilities.
• Gimbal (Location Intelligence) Location technology and data business providing privacy-safe location intelligence, geofencing, and footfall attribution. Powers the Arrival in-store attribution technology tracking consumer visits with 80% increase in average visits per location.
• Infillion Catalina (Deterministic Purchase Data) Pioneer in deterministic purchase intelligence with four decades of data covering 130 million households, 400+ million shopper IDs, and 11 billion annual shopping trips. Enables closed-loop marketing, SKU-level incrementality, and purchase-based audience targeting.
• Infillion XGraph (Identity Graph) Privacy-safe identity spine mapping 250M+ U.S. individuals deterministically across devices and channels, with interoperability across UID2, RampID, ID5, and other identity standards. Anchors Infillion's deterministic audience targeting and identity resolution capabilities.
• Infillion Agent Connector Industry's first agent-native media execution layer built on Model Context Protocol (MCP), enabling any AI system to plan, buy, and optimize media directly without retrofitting human workflows. Supports AI-driven programmatic buying, agent-native execution, and third-party AI agent integration.
• InfillionX (Full-Funnel Media) First full-funnel media product delivering against any KPI combination, optimizing campaigns with sequential messaging, custom targeting, and guaranteed attention while leveraging geolocation and store visit data for hybrid physical-digital measurement.
• Arrival (In-Store Attribution) In-store attribution technology measuring real-time consumer footfall and store traffic tied to advertising campaigns. Latest version delivers 160% increase in attributable devices and 80% more average visits per location.
• Phonic (Voice & Video Research) AI-powered voice and video survey platform delivering consumer sentiment and measurement solutions. Processes millions of responses in dozens of languages using state-of-the-art analytics.
• Infillion Interactive Video Award-winning interactive video advertising formats optimized for engagement and measurable outcomes across connected TV, desktop, and mobile environments.
• Infillion Enhanced Video Premium video ad formats designed to maximize viewability and engagement across digital video inventory.
• Private Marketplaces (PMPs) Private marketplace capabilities enabling premium programmatic buying with exclusive inventory access and controlled buying environments.
• Infillion UpLift (Brand Lift Measurement) Real-time brand lift measurement methodology using zero-party surveys embedded directly within ads for transparent, actionable campaign insights integrated within the same campaign workflow.
• Infillion Omnichannel Media Unified media execution across multiple channels including CTV, desktop, mobile, audio, and digital out-of-home, powered by the composable platform infrastructure.

Quantifiable outcome

• TrueX interactive video units score 22% above 2024 AU benchmarks
• +6 more outcomes

Named customers23 records

Segments12 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability10 records

Feature8 records

Partnerships

Three partnerships are on record, tiered core.

• Allen Media GroupcoreStrategic or Co-development Partner · 22 December 2025Allen Media Group partnered with Infillion to power advanced advertising across streaming services. The collaboration integrates Infillion's advanced interactive video technology to provide more engaging, measurable, and localized advertising experiences across AMG's streaming platforms, aligning with AMG's digital transformation agenda.
• InnovidcoreTechnology or Integration · 7 June 2023Innovid partnered with Infillion to enable CTV publishers using Innovid's platform to have seamless access to Infillion's award-winning TrueX value-exchange interactive CTV ads without needing an additional technology integration. At the foundation of this partnership is Innovid's CTV Composer tool where designers can build interactive and dynamic CTV ad experiences.
• Walmart Connect MexicocoreOEM/ Whitelabel/ Licensing PartnerWalmart Connect Mexico uses Infillion's MediaMath technology as the underlying DSP for its retail media network, demonstrating Infillion's ability to white-label and power retail media network infrastructure for major retailers.

Scale indicators16 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Pubmatic: Public independent programmatic SSP/DSP hybrid with comparable omnichannel, CTV, and header-bidding capabilities. Competes for agency and publisher relationships in the same supply/demand infrastructure layer.
• Magnite: Largest independent SSP formed via Rubicon Project + Telaria merger, comparable to Infillion's Supply pillar and CTV inventory access. Significant overlap in supply partnerships and CTV demand facilitation.
• LiveRamp: Independent identity-resolution platform that Infillion integrates with via RampID. Direct competitor in identity spine / data collaboration, with overlap in audience activation and CTV addressability.
• The Trade Desk: The leading independent DSP and Infillion's closest head-to-head competitor on programmatic demand-side buying, agency holding-company relationships, and omnichannel (including CTV) execution. Competes directly for the same advertising budgets and agency RFPs.
• DoubleVerify: Independent ad-measurement and verification platform integrated into Infillion's composable stack. Comparable as a peer in attention/measurement adjacencies and competing for the same contextual and brand-safety budgets.
• Walmart Connect: Infillion already powers Walmart Connect Mexico's DSP via MediaMath white-label. Strategic peer in retail media networks and a flagship customer/partner; relevant comparable for retail-media economics and growth.
• Integral Ad Science: Independent ad verification and measurement vendor comparable to Infillion's UpLift, Arrival, and contextual verification components. Competes for verification and brand-safety budgets across the same agency and brand buying teams.
• Criteo: Independent performance/retargeting adtech vendor with comparable retail-media and commerce-data positioning to Infillion's Catalina + MediaMath stack. Competes for mid-market retailer and brand performance budgets.

Broad incumbents

• Microsoft Advertising (Xandr): Broad incumbent operating a major DSP/SSP stack (including Xandr) competing with Infillion across programmatic and CTV, but at much larger scale and with bundled supply. Overlap in API/integrations rather than specialization in Infillion's composable niche.
• Adobe Advertising: Adobe Advertising / Adobe Advertising Cloud is a broad incumbent DSP competing across omnichannel and CTV; overlaps with Infillion's MediaMath on enterprise agency holding-company RFPs. Operates within wider Adobe Experience Cloud portfolio rather than standalone.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat7 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/infillion
• LinkedInlinkedin.com/company/infilliontech

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries9 records

Funding overview

Funding rounds

Investors

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

M&A5 records

Investments

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

Frequently asked questions about Infillion