# Tracer

> Tracer is a New York-based collaborative data intelligence platform that aggregates, normalizes, and enriches data from any source - ad platforms, sales systems, commerce, and finance - into a governed, unified layer that non-technical teams can query in real time. Incubated inside VaynerMedia starting in 2015 and spun out as an independent company in 2021, Tracer positions itself as 'the intelligence layer for AI-driven enterprises,' serving more than 200 customers including Sanofi, Papa Johns, Conde Nast, and Headspace. The company has raised roughly $30M-$58M across rounds, including an oversubscribed $18.1M Series A in August 2023.

- **Founded:** 2015
- **Headquarters:** New York, United States
- **Founders:** Jeffrey Nicholson (CEO and Co-Founder), Leighton Welch (CTO and Co-Founder)
- **Team size:** ~42 employees
- **Products:** Ingestion Engine, Preparation Engine, Intelligence Layer, Collaborative Enterprise Analytics Platform
- **Notable:** Processed more than $1B in transactions while incubated inside VaynerMedia, Closed an oversubscribed $18.1M Series A in August 2023, Grew to 200+ enterprise and agency customers

## Products & services

- **Ingestion Engine** — Connects and ingests data from any source and system - ad platforms, sales, commerce, CRM, finance, and web analytics.
- **Preparation Engine** — Cleans, normalizes, and organizes multi-source data with governed metrics, custom mapping rules, and shared definitions (semantic layer).
- **Intelligence Layer** — Delivers real-time insights, automated reporting, and AI-driven recommendations to dashboards, spreadsheets, emails, and databases.
- **Collaborative Enterprise Analytics Platform** — No-code environment with unlimited user seats where marketing, finance, operations, and sales teams explore unified data.

## Achievements

- Processed more than $1B in transactions while incubated inside VaynerMedia
- Closed an oversubscribed $18.1M Series A in August 2023
- Grew to 200+ enterprise and agency customers
- Acquired Mad Power Technologies in February 2023 to expand into Europe
- Named John Sheehy (former IPG/Starcom executive) to its board in 2023
- Appointed first Chief Commercial Officer, Sarah Martinez (ex-Integral Ad Science Global CRO), October 2024
- Industry recognition at SiliconANGLE Media 2025

## Latest updates

- **2026-04** — Tracer powers Code3 with real-time financial intelligence, accelerating core workflows by 300% and cutting reporting hours by 40%.
- **2026-03** — January Digital expands its Tracer partnership to scale AI-powered marketing infrastructure - AI usage up 200%+, data processed up 400%.
- **2024-10** — Sarah Martinez appointed inaugural Chief Commercial Officer; new enterprise partnerships announced including Keen Decision Systems.
- **2023-08** — Closed $18.1M oversubscribed Series A co-led by NewRoad Capital Partners, Progress Ventures, and BDMI; John Sheehy joins board.
- **2023-02** — Acquired Mad Power Technologies to support European expansion.

## Links

- Website: https://tracer.tech
- LinkedIn: http://www.linkedin.com/company/tracertech

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Profile page: https://yespress.io/tracer
Published by YesPress — https://yespress.io
Last updated: 2026-07-17