Red Aril is an American advertising

Advertising

Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...

 technology company founded in 2009. It provides a data management and advertising optimisation platform designed to handle multiple data sources and create anonymous user segments in real-time. The platform also performs dynamic media buying and campaign optimization for the advertising industry. The company is funded by venture capital

Venture capital

Venture capital is financial capital provided to early-stage, high-potential, high risk, growth startup companies. The venture capital fund makes money by owning equity in the companies it invests in, which usually have a novel technology or business model in high technology industries, such as...

 firms Trinity Ventures, Sierra Ventures, and Illuminate Ventures. Their industry partners include Coremetrics, PubMatic, and AdXpose.

Technology

Red Aril uses pixel and HTTP cookie

HTTP cookie

A cookie, also known as an HTTP cookie, web cookie, or browser cookie, is used for an origin website to send state information to a user's browser and for the browser to return the state information to the origin site...

-based technology to develop new audience profiles and enhance existing data. The technology has been developed from previously tested technology that was designed to handle vast amounts of data and create thousands of segments. This new technology now enables Red Aril to aggregate, enhance, and optimize data for advertisers

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, Rich Media Ads, Social network advertising, interstitial...

 and publishers.

Management team

Red Aril was founded by Kira Makagon (B.S.C.S. from UC Berkeley and M.B.A.), an industry veteran who had previously worked in senior positions within a variety of technology and advertising companies. Its CEO is Jim Soss (B.S.E. from Princeton and M.B.A.), an interactive marketing executive with an extensive background in enterprise software

Enterprise software

Enterprise software, also known as enterprise application software , is software used in organizations, such as in a business or government, contrary to software chosen by individuals...

.

Industry accreditations

Red Aril is a member of the Interactive Advertising Bureau

Interactive Advertising Bureau

The Interactive Advertising Bureau is an advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry. The organization represents a large number of the most prominent media outlets in the United...

 and the Network Advertising Initiative

Network Advertising Initiative

The Network Advertising Initiative is an industry trade group formed in 1999 that develops self-regulatory standards for online advertising. Advertising networks created the organization in response to concerns from the Federal Trade Commission and consumer groups that online advertising —...

in the US.