BluTonic
- Company typePrivate
- Founded2010
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
BluTonic firmographics
Firmographics- Name
- BluTonic
- Legal name
- bluTonic, Inc.
- Website
- https://blutonic.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
BluTonic industry classification
Industry- Product category
- Programmatic Advertising Technology
- NAICS
- Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (541830), Media Buying Agencies (54183)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Marketing Technology, AdTech & MarTech Services (BPAFAAAN)
- akta.pro secondary industries
- Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement) (MPAHAJAG), Connected TV (CTV) & OTT Performance Advertising (BPAFACAG)
Keywords
Where BluTonic is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
BluTonic business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Publisher Monetization Services: BluTonic helps publishers monetize their digital inventory (websites, apps, CTV/OTT) through programmatic advertising. Revenue is generated through ad serving fees and share of advertising spend flowing through the platform.
- Advertiser Media Buying: BluTonic provides advertisers access to publisher inventory across multiple formats and devices. Revenue is generated through media spend facilitation and managed services fees for campaign optimization.
- Lead Generation Services: BluTonic facilitates lead generation through co-registration processes where consumer PII is exchanged between publishers and advertisers. Data validation and enhancement services are also provided.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Managed Services for Publishers |
| Transaction based/ take rate | Pay-as-you-go | Programmatic Advertising Access for Advertisers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
BluTonic product offering
Product offeringCore offering
BluTonic operates as a digital advertising technology platform that enables publishers to monetize digital inventory across mobile, tablet, desktop, and connected TV (CTV/OTT) through programmatic ad serving. The company's product portfolio spans in-stream video, out-stream video, display, and native ad formats, with optional managed services for advertisers. Transactions are facilitated via real-time bidding (RTB), programmatic direct (PMPs), Deal IDs, and VAST/VPAID tags.
Product overview
BluTonic is a unified digital advertising and publisher monetization platform designed for cross-screen advertising across mobile, desktop, and connected TV/OTT. The platform offers complementary publisher solutions (in-stream video, out-stream video, display, and native advertising) and advertiser-facing managed services (VAST/VPAID, Deal ID, RTB). The portfolio is anchored by the BluTonic Publisher Platform, which enables publishers to monetize digital content through dynamic ad solutions while providing advertisers access to premium inventory with integrated brand safety controls.
Differentiator
Problem solved
Functional benefit
Products and services
- BluTonic Publisher Platform A unified cross-screen publisher monetization platform that enables publishers to monetize digital content across mobile, tablet, connected TV (OTT), and desktop through dynamic ad solutions including video, display, native, and rich media formats.
- In-Stream Video Cross-screen compatible in-stream video ad solution with holistic yield management, data-centric reporting, and simple implementation for maximizing fill rates and reducing latency. Designed for publishers running video content.
- Out-Stream Video Lightweight, responsive out-stream video ad units that overcome skimming behavior and monetize previously unmonetized areas with multiple ad formats and full player solutions.
- Display Advertising Fast, dynamic display ad units tailored for website audiences with guaranteed fill, cross-platform delivery, dynamic tags, and guaranteed performance support.
- Native Advertising Non-disruptive, highly relevant native ad delivery engine that creates responsive ads complementing website aesthetics with customizable widgets and easy implementation.
- Advertiser Managed Services Advertiser-facing managed service offerings including VAST/VPAID tag integration, Deal ID access, and RTB connectivity for programmatic ad buying with integrated brand safety through third-party verification partners.
- Tracsion Wholly-owned performance division of BluTonic, operating as an internal sales and supply team for performance-based advertising services. Spearheaded by co-founder Adam Grossman.
Quantifiable outcome
- Cross-screen delivery across Mobile, Tablet, Desktop, and CTV/OTT
- +2 more outcomes
Companies that use BluTonic
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
BluTonic technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
BluTonic partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TracsioncoreTracsion is identified as a subsidiary of bluTonic and 'a bluTonic Company.' Adam Grossman spearheads the development of BluTonic's performance division (Tracsion). Tracsion appears to be an internal business unit rather than an external partner, focused on performance-based advertising services.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
BluTonic competitors and assessment
Company assessmentDirect peers
- Sovrn: Mid-sized independent ad tech platform providing publisher monetization, header bidding, and demand tools. Sovrn is a comparable scale and segment match for BluTonic's mid-market publisher focus.
- Index Exchange: Independent ad exchange focused on publisher monetization and supply-path optimization across display, video, and CTV. Competes with BluTonic for the same publisher-direct and programmatic demand relationships.
- Magnite: The largest independent sell-side ad platform specializing in CTV and video. Magnite (formed from the merger of Rubicon Project and Telaria) competes most directly with BluTonic in cross-screen video, display, and CTV/OTT header bidding for publishers and advertisers.
- Connatix: Video ad tech and content monetization platform for publishers, offering in-stream and out-stream video solutions. Highly comparable to BluTonic's video product suite for mid-market digital publishers.
- OpenX: Programmatic ad exchange serving publishers and buyers across web, mobile, and CTV. OpenX's header bidding exchange and cross-screen monetization stack overlap closely with BluTonic's publisher platform.
- PubMatic: Independent programmatic SSP offering publisher monetization across display, video, mobile, and CTV. PubMatic's two-sided platform model and emphasis on header bidding directly mirror BluTonic's publisher-advertiser programmatic business.
- TripleLift: Native advertising technology platform serving publishers and programmatic buyers. TripleLift directly competes with BluTonic's native ad widget offering and shares a similar programmatic, two-sided business model.
Broad incumbents
- FreeWheel: Comcast-owned video ad management and monetization platform serving premium publishers and broadcasters. Overlaps with BluTonic's video/CTV offering but at significantly larger scale and with a focus on enterprise TV/video inventory.
- Criteo: Global commerce media and retargeting ad tech platform with display and video capabilities. Criteo's broad ad tech portfolio and advertiser relationships compete for the same Fortune 500 advertiser budgets that BluTonic serves.
- The Trade Desk: Leading independent DSP for programmatic advertising across CTV, video, display, audio, and native. While demand-side rather than supply-side, The Trade Desk directly purchases inventory from publishers and competes for advertiser mind share with BluTonic's advertiser solutions.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
BluTonic social profiles
Digital presenceBluTonic financial estimates
Financial estimateRevenue estimate
Valuation estimate
BluTonic leadership team
Management profileNumber of profiles
Profiles2 records
BluTonic subsidiaries and ownership
Company hierarchySubsidiaries1 record
BluTonic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BluTonic M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BluTonic
What does BluTonic do?
BluTonic operates as a digital advertising technology platform that enables publishers to monetize digital inventory across mobile, tablet, desktop, and connected TV (CTV/OTT) through programmatic ad serving. The company's product portfolio spans in-stream video, out-stream video, display, and native ad formats, with optional managed services for advertisers. Transactions are facilitated via real-time bidding (RTB), programmatic direct (PMPs), Deal IDs, and VAST/VPAID tags.
Is BluTonic a public or private company?
BluTonic is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BluTonic founded?
BluTonic was founded in 2010. It employs 11 to 50 people.
Where is BluTonic based?
BluTonic is headquartered in Los Angeles, United States, in the North America region.
How does BluTonic make money?
Three revenue lines are on record. Publisher Monetization Services are the primary driver. The others are advertiser Media Buying and lead Generation Services.
Who are BluTonic's main competitors?
Direct peers on record are Sovrn, Index Exchange, Magnite, Connatix, OpenX, PubMatic and TripleLift. Broad incumbents are FreeWheel, Criteo and The Trade Desk.
Does BluTonic have an API?
No public API is recorded for BluTonic.
What industry is BluTonic in?
BluTonic's product category is Programmatic Advertising Technology. Its primary akta.pro industry code is BPAFAAAN, Marketing Technology, AdTech & MarTech Services, with a secondary code of BPAFABAB, Digital & Programmatic Media Buying (Display, Video, CTV, Audio). Its NAICS code is 5418 and its SIC code is 7310.