• by Tyler Loechner  @mp_tyler, July 10, 2015

nToggle, a Boston-based ad tech firm, has been quietly growing its business.

The company is expected to next week announce the formation of its product advisory board, with initial members including Mike Baker, president and CEO at DataXu; Kevin Reilly, SVP of platform services at Dstillery; and Chris Scoggins, VP and GM of digital strategy for the Oracle Data Cloud.

Baker and Scoggins were angel investors in nToggle, which was founded by former Jumptap executive Adam Soroca. nToggle also raised $5.6 million in a Series A round of funding earlier this year. 

Baker’s DataXu helped form the OpenRTB standards, which he said in a statement allowed the “programmatic industry to spend less time integrating systems.” Baker sees nToggle as an opportunity to further speed up the exchanges -- despite the fact it’s already called “real-time” trading.

As a neutral player, nToggle’s aim is to match supply and demand within the programmatic marketplace. The company’s tech “toggles” bid streams to create more efficiency in the exchange-based marketplace.