Closed Loop

What Closed Loop does

Closed Loop is a privately-held digital advertising agency headquartered in Roseville, California, founded in 2003 by Lance Loveday. The agency provides full-funnel paid media management, creative production, and data-driven analytics to growth-driven brands, with a publicly-disclosed client roster that includes Calendly, Slack, Rakuten, Calm, Clover, Huckberry, RingCentral, Harvest, and Bloomerang. Its go-to-market is direct enterprise sales targeting CMOs and marketing leaders, supported by thought leadership content, case-study marketing, and a portfolio of industry awards.

The agency's core technology is Forager, a proprietary data platform that connects creative, media, and performance signals in real-time across ad platforms, backend data, and CRM systems, enabling predictive simulation of outcomes across funnel stages and asset-level creative-impact correlation. Forager underpins the company's broader service stack, which spans Paid Media (search, social, display, programmatic, connected TV, ABM, shopping, app), Creative Studio (video production, 3D animation, motion graphics), and Data-Driven Insights (Tableau Pulse, Funnel.io, Tellius). Closed Loop holds Google Premier Partner status and integrates platform-native AI tools (Smart Bidding, Performance Max, Market Finder) alongside generative AI (Firefly, Canva, Adobe, Claude) for creative and analytics workflows.

Closed Loop generates revenue through managed-service fees and retainers on the over $100 million in annual client advertising spend it manages, supplemented by creative production and strategic consulting revenue. Pricing is custom and quote-based, delivered under multi-year enterprise contracts. Following an October 2023 leadership transition, Amanda Evans became CEO & President after nearly three years as President during which agency revenue nearly tripled, while founder Lance Loveday moved to Executive Chairman. The company is founder-owned and controlled, with no disclosed external investors, funding rounds, or parent entities.

Name

Closed Loop

Legal name

Closed Loop Marketing, Inc.

Website

https://closedloop.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Closed Loop is a digital advertising agency that serves growth-driven brands and CMOs with full-funnel paid media management, in-house creative production, and proprietary data analytics via its Forager platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Roseville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Managed Services / Retainer Fees: Closed Loop operates as a digital advertising agency earning revenue through managed service fees and retainers. They manage over $100 million in annual client advertising spend, providing integrated paid media campaigns, creative production, and data-driven strategic insights. Revenue is generated from service fees based on client scope and spend management.
2. Creative Services: Full-service creative production including video commercials, 3D animation, connected TV spots, and multimedia content creation. Creative services are bundled with media buying or offered as standalone production.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Closed Loop is a digital advertising agency that provides full-funnel paid media management, creative production, and data-driven marketing analytics for growth-driven brands. The agency integrates media buying, creative production, and proprietary analytics (Forager) across search, social, display, programmatic, connected TV, and other digital channels. Closed Loop manages over $100 million in annual client advertising spend for brands such as Calendly, Calm, Clover, Rakuten, Slack, and Huckberry.

Product overview

Closed Loop is a digital advertising agency offering an integrated suite of services that combines full-funnel paid media, creative production, and data-driven insights. The core offering centers on their proprietary Forager analytics platform, supplemented by Paid Media Services (spanning search, social, display, programmatic, CTV, and app marketing), Creative Studio (full-service video/animation production), and Data-Driven Insights (analytics and strategy). These services work together to help brands like Calendly, Calm, Clover, Rakuten, and Huckberry drive performance across the customer funnel.

Differentiator

Problem solved

Functional benefit

Products and services

• Forager Proprietary data solution that connects creative, media, and performance signals in real-time across ad platforms, backend data, and CRM systems. Visualizes the impact of advertising investment and enables revenue-backed decisions by correlating performance trends across campaigns.
• Paid Media Services Full-funnel paid media campaign management across social, search, display, programmatic, connected TV, digital out-of-home, ABM, shopping, and app marketing channels. Integrates strategy, media buying, and data-driven insights to drive performance at every funnel stage.
• Creative Studio Full-service creative production including video production, 3D animation, motion graphics, and multimedia content creation. Produces award-winning commercials (e.g., Telly Award-winning 'Kitchen' spot) optimized across digital channels such as connected TV and programmatic.
• Data-Driven Insights Marketing analytics and insights services leveraging proprietary data technology and AI tools (Tableau Pulse, Funnel.io, Tellius) to inform media planning, creative strategy, and campaign optimization decisions.

Quantifiable outcome

• Agency revenue nearly tripled under leadership as President
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability7 records

Feature3 records

Partnerships

One partnership is on record.

• GooglecoreTechnology or Integration · 1 January 2023Closed Loop is a Google Premier Partner with multiple recognized achievements including winning the Google Premier Partner Award for international growth. They utilize Google Ads, Performance Max, Smart Bidding, and Google's AI tools extensively in their service delivery. The partnership involves access to Google's AI-powered advertising tools, GET Team Services for forecasting and sustainable growth, and Market Finder for international opportunity identification.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wpromote: Mid-sized US digital marketing agency offering paid media, SEO, creative, and data analytics to enterprise and growth-stage brands. Closely comparable to Closed Loop in scale, service mix (full-funnel paid media + creative), and enterprise client focus.
• Tinuiti: Large independent performance marketing agency combining paid media, creative, and analytics across search, social, programmatic, and CTV. Directly comparable to Closed Loop's full-funnel paid media model and enterprise SaaS/retail client base.
• Disruptive Advertising: Performance-driven digital advertising agency specializing in paid media, lifecycle marketing, and creative for growth-stage and enterprise brands. Similar mid-market positioning and full-funnel service orientation to Closed Loop.
• NP Digital: Performance marketing agency led by Neil Patel offering paid media, SEO, and content services to enterprise brands. Comparable to Closed Loop in its integrated approach and enterprise client focus.
• WebFX: Full-service digital marketing agency offering paid media, SEO, creative, and web development to mid-market and enterprise clients. Comparable to Closed Loop in service breadth and enterprise growth-segment focus.
• SmartSites: Mid-sized digital marketing agency offering paid media, SEO, web design, and creative services to SMB and mid-market clients. Comparable service mix to Closed Loop though more weighted toward smaller client accounts.
• Rise Interactive: Performance marketing agency specializing in paid media, analytics, and customer experience services for enterprise brands. Comparable to Closed Loop in its data-driven, full-funnel approach and enterprise client base.
• 97th Floor: Digital marketing agency offering paid media, SEO, content, and creative services to mid-market and enterprise clients. Similar scale and integrated service model to Closed Loop.

Broad incumbents

• iProspect: Global performance marketing agency within the dentsu network, offering paid media, SEO, and content services to enterprise clients. Comparable capabilities to Closed Loop but operates at significantly larger scale as part of a global holding company.
• Performics: Global performance marketing agency within Publicis Groupe offering paid media, SEO, and commerce media services. Overlapping capabilities with Closed Loop in full-funnel digital advertising, but at much larger scale and as part of a holding company.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/closedloopmarketing
• LinkedInlinkedin.com/company/closed-loop-inc
• Xx.com/closedloop

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

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 Closed Loop