# Decide

> Decide is a St. Louis-based advertising technology company - the rebrand of LockerDome, founded in 2008 - that runs a machine-learning platform called the Decision Marketplace. Rather than relying on third-party cookies or intrusive identity data, Decide lets multiple ML models compete in real time to select and price ad impressions, powering a two-sided marketplace that connects publishers and brands across the open web. Its widgets and content-recommendation units have reached over 100 million monthly users, positioning the company as a cookieless, performance-focused alternative to legacy programmatic ad stacks.

- **Founded:** 2008
- **Headquarters:** St. Louis, Missouri, United States
- **Founders:** Gabe Lozano (Co-founder & CEO)
- **Team size:** ~43 (Apollo); ~80 reported around the 2022 rebrand/Austin expansion
- **Products:** Decision Marketplace, Native content & recommendation widgets, Performance advertising marketplace
- **Notable:** Grew from a St. Louis sports social network into an advertising platform reaching 100M+ monthly users., Raised roughly $16.3M total, including a $10M Series B led by Cultivation Capital (2014)., Rebranded from LockerDome to Decide in February 2022, launching the Decision Marketplace ML platform.

## Products & services

- **Decision Marketplace** — A machine-learning platform where multiple models are built, trained, tested, and deployed in minutes and then compete in real time to select and price ad impressions, powering Decide's two-sided open-web ad marketplace.
- **Native content & recommendation widgets** — Embedded content-discovery and native advertising units placed across third-party media properties, historically reaching 100M+ monthly users and delivering real-time conversion insights to advertisers.
- **Performance advertising marketplace** — A first-price, cookieless programmatic marketplace connecting brands seeking ROI-focused, measurable performance advertising with publishers monetizing open-web inventory.

## Achievements

- Grew from a St. Louis sports social network into an advertising platform reaching 100M+ monthly users.
- Raised roughly $16.3M total, including a $10M Series B led by Cultivation Capital (2014).
- Rebranded from LockerDome to Decide in February 2022, launching the Decision Marketplace ML platform.
- Attracted marquee early backers including Square co-founder Jim McKelvey and members of the St. Louis Cardinals ownership group.
- Expanded beyond St. Louis with a first satellite office in Austin, Texas.

## Latest updates

- **2022-02** — LockerDome rebrands as Decide and introduces the Decision Marketplace, a machine-learning platform for cookieless digital advertising.
- **2022-01** — Decide opens its first office outside St. Louis in Austin, Texas, following founder Gabe Lozano's relocation.
- **2022-09** — St. Louis Public Radio and other outlets scrutinize the platform's history of monetizing far-right and misinformation websites.

## Links

- Website: https://decide.co
- LinkedIn: https://www.linkedin.com/company/decideinc
- Twitter/X: https://twitter.com/lockerdome
- Facebook: https://www.facebook.com/thelockerdome

---

Profile page: https://yespress.io/decide
Published by YesPress — https://yespress.io
Last updated: 2026-07-21