Draft:Sharethrough
Submission declined on 12 June 2025 by Lijil (talk).
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| Submission declined on 12 June 2025 by Gheus (talk). This draft's references do not show that the subject qualifies for a Wikipedia article. In summary, the draft needs multiple published sources that are: Declined by Gheus 9 days ago.
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| Submission declined on 12 June 2025 by MCE89 (talk). This draft's references do not show that the subject qualifies for a Wikipedia article. In summary, the draft needs multiple published sources that are:
Your draft shows signs of having been generated by a large language model, such as ChatGPT. Their outputs usually have multiple issues that prevent them from meeting our guidelines on writing articles. These include: Declined by MCE89 9 days ago.
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Comment: Some sources are irrelevant, most are to promotional sites like PRnewsire, article is written in a promotion tone. Lijil (talk) 16:51, 12 June 2025 (UTC)
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| Company type | Subsidiary |
|---|---|
| Industry | Advertising technology |
| Predecessor | District M (merged).[1] |
| Founded | 2008[2] |
| Founders | Dan Greenberg[3], Rob Fan[4] |
| Fate | Acquired by Equativ |
| Headquarters | Montreal, Quebec , Canada[5] |
Key people | JF Cote (CEO)[5] |
| Products | Ad exchange, native advertising, CTV ad solutions |
| Parent | Equativ (since 2024)[6] |
| Website | www |
Sharethrough was a Canadian advertising technology company that operated an omnichannel advertising exchange. Founded in 2008, the company initially focused on native advertising, developing a platform for ads that matched the form and function of the websites on which they appeared.[7][2] Over time, Sharethrough expanded its services to include display, video, and Connected TV (CTV) advertising formats.[8]
In 2021, Sharethrough merged with District M, a digital advertising company based in Montreal. In June 2024, the merged company was acquired by Equativ. Sharethrough's operations were subsequently integrated into Equativ, and the brand was phased out by June 2025.[6]
History
[edit]Founding and Early Years (2008–2020)
[edit]Sharethrough was founded in San Francisco, California, in 2008 by Dan Greenberg and Rob Fan.[3][4][9][10] The company focused on native advertising, which it described as being based on "respect and care" for the user experience.[2]
Dan Greenberg, the company's co-founder and first CEO, co-chaired the Interactive Advertising Bureau (IAB) Native Advertising Task Force. This group was responsible for defining six core native ad formats for the industry.[11]
During this period, Sharethrough built its proprietary ad exchange, the Sharethrough Exchange (STX), to connect publishers and advertisers for native ad placements.[12] The company secured several rounds of funding to support its operations and technology development.[13] Research cited by the company indicated that its native ad formats received more consumer attention and generated higher purchase intent than traditional banner ads.[14]
Merger with District M (2021)
[edit]On February 9, 2021, Sharethrough and District M, a Montreal-based digital advertising company, announced a merger agreement.[1][15] The merger was finalized on May 10, 2021, with the combined company operating under the Sharethrough name and headquartered in Montreal.[16]
Following the merger, JF Cote, the former CEO of District M, was appointed CEO of the new company.[5][17] Dan Greenberg became the President.[16] The stated goal of the merger was to combine Sharethrough's native advertising technology with District M's display and video capabilities to create a larger omnichannel ad exchange.[16]
The merged company planned to improve its Supply Path Optimization (SPO) features and expand its network to over 40,000 websites and apps.[18] In connection with the merger, District M secured a Series C funding round of $19 million to support the combined company's growth.[19]
Acquisition by Equativ (2024–2025)
[edit]In June 2024, Equativ, a global advertising technology company, acquired Sharethrough.[6][20] Sharethrough's technology and operations were integrated into Equativ over the following year, and the Sharethrough brand was discontinued by June 2025.[6] After the acquisition announcement, Sharethrough's website was updated with the message, "United as One Sharethrough is now Equativ."[21]
Equativ stated the acquisition was intended to accelerate its growth in the North American market.[6][20] Sharethrough had developed green media products in partnership with Scope3 and had a net-zero emissions program, which aligned with Equativ's focus on sustainability.[22][23]
Products and Technology
[edit]Sharethrough's primary product was the Sharethrough Exchange (STX), an omnichannel ad exchange. The platform used the OpenRTB protocol to manage programmatic ad sales.[12][24]
The company's offerings included:
- Native Advertising: Tools for publishers to integrate in-feed native ads that matched the look and feel of their websites.[11][25]
- CTV Ad Solutions: Products for Connected TV advertising, including the automatic insertion of dynamic QR codes into ad creatives to allow for direct viewer response and performance tracking.[26][27]
- Sustainability Products: "Green Media Products," developed with partners like Scope3, were designed to measure and reduce the carbon footprint of ad campaigns through Green Private Marketplaces (PMPs).[23]
Sharethrough used Amazon Web Services (AWS) for its cloud infrastructure and implemented cost-management tools from Spot by NetApp to optimize its use of EC2 spot instances.[28]
Funding
[edit]Sharethrough raised a reported total of $53 million over 7 funding rounds.[29][30][19] Institutional investors included Floodgate, North Bridge Venture Partners, and Sky.[29][30]
| Round | Date | Amount (USD) | Lead Investor(s) / Notable Investors | Reference(s) |
|---|---|---|---|---|
| Seed | August 5, 2008 | $1 million | Baseline Ventures, Floodgate, Ron Conway | [29] |
| Series A | October 18, 2010 | $5 million | North Bridge Venture Partners, Floodgate | [29] |
| Series B | October 11, 2012 | $5 million | North Bridge Venture Partners, Floodgate | [29] |
| Series C | January 22, 2014 | $17 million | Floodgate, North Bridge Venture Partners | [29][13][19] |
| Conventional Debt | January 22, 2014 | Undisclosed | Floodgate, North Bridge Venture Partners | [29] |
| Series D | September 30, 2014 | $10 million | Sky, Floodgate, North Bridge Venture Partners | [29] |
| Unspecified Round | August 26, 2021 | $15 million | Not specified | [29][31] |
Recognition
[edit]Sharethrough received several industry awards during its operation.
- Deloitte Technology Fast 50 (Canada) (2018–2020) and Fast 500 (North America) (2014, 2018–2020)[32][33]
- Deloitte Best Managed Companies (2019–2022)[34]
- AdExchanger Programmatic Power Players (2021)[35]
- AdAge Best Place to Work (2024)[36]
- Waterstone Human Capital - Canada's Most Admired Corporate Cultures (2022)[37]
- Digiday Awards - Winner for Best Sustainable Ad Tech Platform (2022)[38]
See Also
[edit]- Native advertising
- Ad exchange
- Programmatic advertising
- Equativ
- Advertising technology
- Real-time bidding
References
[edit]- ^ a b "District M merges with U.S. ad exchange Sharethrough". Media In Canada. February 9, 2021. Retrieved 2025-06-12.
- ^ a b c "Sharethrough - 2025 Company Profile, Funding & Competitors". tracxn.com. Retrieved 2025-06-12.
- ^ a b "Dan Greenberg - Brand Innovators". brand-innovators.com. Retrieved 2025-06-12.
- ^ a b "Rob Fan - Founder & CTO/COO @ Sharethrough USA". crunchbase.com. Retrieved 2025-06-12.
- ^ a b c "Sharethrough - Crunchbase Company Profile & Funding". crunchbase. Retrieved 2025-06-12.
- ^ a b c d e "Equativ and Sharethrough Will Now Operate Under Equativ Brand, Solidifying Global Position as Leading End-to-End Media Platform". newshub.medianet.com.au. June 9, 2025. Retrieved 2025-06-12.
- ^ "Sharethrough Partners with White Bullet to Drive a Safer, Cleaner, Higher-Performing Media Ecosystem". ExchangeWire. August 31, 2023. Retrieved 2025-06-12.
- ^ "Sharethrough Case Study". spot.io. Retrieved 2025-06-12.
- ^ "Sharethrough Raises $5M in Series B Funding". finsmes.com. October 2012. Retrieved 2025-06-12.
- ^ a b "IAB Deep-Dive on In-Feed Ad Units: A Supplement to the IAB Native Advertising Playbook". IAB. July 21, 2015. Retrieved 2025-06-12.
- ^ a b "Sharethrough Exchange". Cabinet M. Retrieved 2025-06-12.
- ^ a b "Sharethrough Secures $17 Million in Funding". prnewswire.com. January 22, 2014. Retrieved 2025-06-12.
- ^ DeMers, Jayson (2013-10-08). "Native Ads Are The New Black, But Is It A Trend That's Here To Stay?". Forbes. Retrieved 2025-06-12.
- ^ "District M And Sharethrough Merge To Form Single Exchange". AdExchanger. February 23, 2021. Retrieved 2025-06-12.
- ^ a b c "Following Their Merger, District M & Sharethrough Will Now Operate Under Sharethrough As The Company Name Going Forward". globenewswire.com (Press release). May 10, 2021. Retrieved 2025-06-12.
- ^ "Jean-Francois Cote, Sharethrough Inc: Profile and Biography - Bloomberg Markets". Bloomberg. Retrieved 2025-06-12.
- ^ "District M & Sharethrough Have Entered a Definitive Agreement to Merge and Become One of the Leading Independent Omnichannel Ad Exchanges". PR Newswire. February 9, 2021. Retrieved 2025-06-12.
- ^ a b c "Native Ad Company Sharethrough Raises $17M More". TechCrunch. 2014-02-22. Retrieved 2025-06-12.
- ^ a b "Equativ finalises merger with Sharethrough". Advanced Television. June 9, 2025. Retrieved 2025-06-12.
- ^ "Sharethrough Launches 'Net Zero Publisher Program' with Support from IPG Mediabrands". Martech360. October 19, 2023. Retrieved 2025-06-12.
- ^ a b "GreenPMP™ by Sharethrough (EN)". European Green Award. 2023. Retrieved 2025-06-12.
- ^ "Sharethrough for Header Bidding". Prebid. Retrieved 2025-06-12.
- ^ "Sharethrough - Native Advertising - New 3P Ad Server Connection". DoubleVerify. September 14, 2016. Retrieved 2025-06-12.
- ^ "Sharethrough launches CTV Dynamic QR Codes". Advanced Television. February 15, 2022. Retrieved 2025-06-12.
- ^ "Sharethrough launches connected TV ad enhancements". Media In Canada. November 2, 2022. Retrieved 2025-06-12.
- ^ "Sharethrough Case Study: Powering a Global Ad Exchange with Spot by NetApp". Spot.io. Retrieved 2025-06-12.
- ^ a b c d e f g h i "Sharethrough - Funding Rounds & List of Investors". tracxn.com. Retrieved 2025-06-12.
- ^ a b "Sharethrough - Financials". Crunchbase. Retrieved 2025-06-12.
- ^ "Sharethrough Inc. $15 Million funding round 2021-08-26". fundz.net. Retrieved 2025-06-12.
- ^ "Technology Fast 500 - Winners' Brochure" (PDF). Deloitte. Retrieved 2025-06-12.
- ^ "Sharethrough Ranked As Top 40 Fastest Growing Software Company in North America by Deloitte". PR Newswire. November 13, 2014. Retrieved 2025-06-12.
- ^ "Platinum Club members". Deloitte Canada. May 7, 2025. Retrieved 2025-06-12.
- ^ "AdExchanger - Programmatic Power Players". AdExchanger. 2021. Retrieved 2025-06-12.
- ^ "Best Places to Work 2024: Winners". Ad Age. January 22, 2024. Retrieved 2025-06-12.
- ^ "The 2024 Canada's Most Admired Award Winners". Waterstone MacKay. November 21, 2024. Retrieved 2025-06-12.
- ^ "The Brazilian Report, Paramount Brand Studio, New York Times Advertising and The Wall Street Journal are among the 2023 Digiday Media Awards finalists". Digiday. June 6, 2023. Retrieved 2025-06-12.
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