Company:Raptive
| Formerly | AdThrive CafeMedia |
|---|---|
| Type | Private |
| Industry | Digital advertising Media technology |
| Founded | 2013 |
| Founders | Andy Marzka Kelly Marzka |
Key people | Michael Sanchez Andrew Shue |
| Services | Digital advertising Programmatic advertising Publisher monetization Audience development |
| Website | raptive |
Raptive is an American digital media and advertising technology company that provides advertising management, monetization, audience-growth, and business-development services to independent content creators, publishers, and media brands.[1]
The company was originally known through the brands AdThrive and CafeMedia. In April 2023, CafeMedia announced that it had unified AdThrive, CafeMedia, and CafeMedia Ad Management under the single Raptive brand.[2]
History
AdThrive
AdThrive was founded in 2013 by blogging entrepreneurs Andy Marzka and Kelly Marzka. The company initially focused on helping independent website publishers increase their advertising revenue through advertising optimization and publisher support.[3]
The company's original business centered on display advertising and programmatic advertising for publishers. Rather than requiring individual publishers to manage advertising relationships and optimization themselves, AdThrive provided advertising technology, optimization, and support services.
As its publisher network expanded, AdThrive became associated with independent websites covering subjects including food, home, parenting, lifestyle, and do-it-yourself content.[4]
CafeMedia
AdThrive subsequently became part of CafeMedia, a digital media and advertising company. The combination gave AdThrive access to additional advertising technology, sales capabilities, and resources for expanding its publisher services.
The company continued to operate under the AdThrive name for creators while CafeMedia was used in other parts of the advertising business. Raptive later described the two brands as different names used by the same broader organization for different audiences.[5]
In 2021, CafeMedia acquired Chia Labs, the developer of Topic, an artificial-intelligence-assisted content optimization and search-engine-optimization platform. Topic's technology was subsequently made available to publishers in the CafeMedia and AdThrive network.[6]
Expansion beyond advertising
During 2022, the company expanded its services beyond traditional advertising management. It introduced additional products and services intended to help creators develop audiences, diversify revenue, and build businesses around their content.[7]
The company identified three broad areas of support: audience, revenue, and business development.
Raptive
On April 19, 2023, CafeMedia announced that CafeMedia and AdThrive would operate under the unified name Raptive. The company said the new name reflected its development from an advertising-management network into a broader creator-focused company.[8]
Raptive's management described the rebrand as an effort to unify the company's relationships with creators, publishers, advertisers, and technology partners. Advertising management remained a major part of the company's business while its services expanded into audience development and other areas.[9]
Business
Raptive provides infrastructure and services intended to help digital publishers monetize their audiences. Its principal business areas include digital advertising, programmatic advertising, ad optimization, publisher support, audience development, and brand partnerships.[10]
Advertising
Advertising remains a central part of Raptive's business. The company manages advertising inventory for publishers and uses advertising technology and optimization techniques to improve monetization.
Its services include display advertising, programmatic advertising, and video monetization. The company combines technology with account management and strategic support rather than operating solely as a self-service advertising platform.[11]
Creator services
Raptive provides services intended to help digital creators increase revenue, expand their audiences, and develop additional business opportunities.
The company has described its services as covering three broad areas: revenue, audience, and business development.[12]
Publisher network
Raptive works with independent creators as well as larger publishers and media businesses. In 2023, the company stated that it worked with more than 4,000 creators and enterprise publishers and reached approximately 195 million monthly unique visitors across its network.[13]
The company's publisher network has included websites and digital brands covering food, family, home, lifestyle, technology, and other subjects.
Technology
Raptive uses programmatic advertising and publisher technology to manage and optimize advertising across participating websites. Its technology infrastructure is designed to evaluate advertising opportunities and help publishers optimize factors including revenue and advertising performance.
The company has also invested in technologies intended to help publishers with search-engine optimization and content development. Its 2021 acquisition of Topic expanded its capabilities in this area by incorporating artificial-intelligence-assisted content optimization tools into its publisher products.[14]
Leadership
Michael Sanchez is a co-founder and chief executive officer of Raptive. According to the company's biography, Sanchez has led the company through its development from CafeMedia and AdThrive into Raptive.[15]
Andrew Shue is also identified by Raptive as a co-founder. Shue is known for his previous work as an actor, professional soccer player, producer, and social entrepreneur.[16]
Headquarters and corporate status
Raptive is headquartered in New York City, New York. LinkedIn identifies the company's headquarters as 1411 Broadway, 27th Floor, New York, and describes it as a privately held company operating in the technology, information, and Internet sector.[17]
The company's legal name is reported as CMI Marketing, Inc..[18]
Former names
- AdThrive – the company's original creator-focused advertising brand.
- CafeMedia – the broader digital advertising and media company under which AdThrive operated.
- Raptive – the unified brand adopted in 2023.[19]
The AdThrive name remains relevant in historical references and older publisher documentation, but the company currently operates under the Raptive brand.[20]
See also
References
- ↑ "CafeMedia and AdThrive are now Raptive, a new kind of creator company". Raptive. April 19, 2023. https://raptive.com/newsroom/cafemedia-and-adthrive-are-now-raptive-a-new-kind-of-creator-company/.
- ↑ "CafeMedia and AdThrive are now Raptive, a new kind of creator company". Raptive. April 19, 2023. https://raptive.com/newsroom/cafemedia-and-adthrive-are-now-raptive-a-new-kind-of-creator-company/.
- ↑ "AdThrive". Crunchbase. https://www.crunchbase.com/organization/adthrive.
- ↑ "AdThrive". Crunchbase. https://www.crunchbase.com/organization/adthrive.
- ↑ "Meet Raptive". Raptive. https://raptive.com/blog/meet-raptive/.
- ↑ "CafeMedia announces acquisition of leading SEO platform, Topic". Raptive. September 29, 2021. https://raptive.com/newsroom/acquisition-seo-platform-topic/.
- ↑ "Introducing the new team at CafeMedia dedicated to developing new revenue streams for our publishers". Raptive. https://raptive.com/blog/introducing-the-new-team-at-cafemedia-dedicated-to-developing-new-revenue-streams-for-our-publishers/.
- ↑ "CafeMedia and AdThrive are now Raptive, a new kind of creator company". Raptive. April 19, 2023. https://raptive.com/newsroom/cafemedia-and-adthrive-are-now-raptive-a-new-kind-of-creator-company/.
- ↑ "Meet Raptive, a new kind of creator company". Raptive. June 15, 2023. https://raptive.com/newsroom/meet-raptive-a-new-kind-of-creator-company/.
- ↑ "Raptive". LinkedIn. https://www.linkedin.com/company/weareraptive/.
- ↑ "Raptive". LinkedIn. https://www.linkedin.com/company/weareraptive/.
- ↑ "Meet Raptive, a new kind of creator company". Raptive. June 15, 2023. https://raptive.com/newsroom/meet-raptive-a-new-kind-of-creator-company/.
- ↑ "CafeMedia and AdThrive are now Raptive, a new kind of creator company". Raptive. April 19, 2023. https://raptive.com/newsroom/cafemedia-and-adthrive-are-now-raptive-a-new-kind-of-creator-company/.
- ↑ "CafeMedia announces acquisition of leading SEO platform, Topic". Raptive. September 29, 2021. https://raptive.com/newsroom/acquisition-seo-platform-topic/.
- ↑ "Our Team". Raptive. https://raptive.com/team/.
- ↑ "Our Team". Raptive. https://raptive.com/team/.
- ↑ "Raptive". LinkedIn. https://www.linkedin.com/company/weareraptive/.
- ↑ "Raptive". Crunchbase. https://www.crunchbase.com/organization/raptive.
- ↑ "CafeMedia and AdThrive are now Raptive, a new kind of creator company". Raptive. April 19, 2023. https://raptive.com/newsroom/cafemedia-and-adthrive-are-now-raptive-a-new-kind-of-creator-company/.
- ↑ "AdThrive Login". AdThrive. https://adthrive.com/log-in/.
External links
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