Media-Buying Management Platform Advocado Rebrands As Veil
- by Joe Mandese @mp_joemandese, July 2, 2024
Advocado, a promising ad-tech
startup backed by media buy/sell luminaries, has rebranded itself as Veil Global Technologies.
The new name leans into a patented digital audio watermarking technology -- VEIL, which stands for video encoded visible light -- that Advocado acquired from Veil Interactive Technologies in 2021.
The technology provides advertisers and agencies with an indelible watermark capable of tracking and managing media buys end-to-end throughout the process, including posting and proof of performance.
“For too long the advertising industry has been dependent on a multitude
of fingerprinting technologies that do not interoperate. With Veil
watermarking, the supply chain will be connected, efficient and focused," states Steven Saslow, an investor who also
serves as the startup's executive chairman.
Other investors include former long-time GroupM chief Irwin Gotlieb, whom is also a member of its board.
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