AudienceScience
The business, the turning points, and the decisions behind them.
01 / WHAT IT BUILT
What the company did
AudienceScience supplied advertising-data management and media services to corporate advertisers.
02 / AudienceScience FAILURE REASONS
Failure reasons
AudienceScience died of client concentration. The Bellevue ad-tech company — founded in 2000 as digiMine/Revenue Science — had built its business around Procter & Gamble, the world's largest advertiser, as its preferred ad-tech platform since 2009–2010; over the years P&G consumed more and more of the company's time. When P&G pulled its business in March 2017 in favor of Neustar and demand-side platforms including The Trade Desk, the writing was on the wall: no buyer was forthcoming, and less than a month later the company suspended worldwide operations and went into receivership, with its DMP technology assets acquired by Eyeota.
03 / EVENT HISTORY
Events in the structured record
- Operations ended
On 1 June 2017 AdExchanger reported that ad-tech company AudienceScience had ceased operations and gone into receivership; CEO Bill Gossman confirmed it had suspended worldwide operations, after P&G pulled its business. The Drum the next day likewise said the business was in the hands of receivers (~200 staff).
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
Material for this section is being gathered and checked. It will appear here once ready.
Overall assessment: Not completed
05 / CAUSAL CHAIN
How the factors connect
- 01
In January 2017, AudienceScience lays off about 50 people — a quarter of its 200-person staff.
- 02
In March 2017, Procter & Gamble pulls its business from the platform, choosing Neustar as its data-management platform and The Trade Desk among its demand-side platforms.
- 03
On June 1, 2017, CEO Bill Gossman confirms that AudienceScience has suspended worldwide operations and gone into receivership; its approximately 200 employees are let go and its DMP technology assets are acquired by Eyeota.