SeeSaw Networks

The firm's core business was providing media planning and buying technology for location-based digital video advertising. It developed a Software as a Service (SaaS) platform, SeeSawAds.com, which enabled media agencies and affiliate networks to plan, purchase, and measure digital signage campaigns with precision. This platform allowed clients to customize campaigns across more than 40 affiliated networks, targeting specific demographics in various venues such as gas stations, grocery stores, coffee shops, and health clubs. The business model centered on creating a centralized marketplace that simplified the execution of campaigns across multiple networks, offering consolidated planning, invoicing, and proof-of-delivery services. This approach was termed "Life Pattern Marketing," aiming to integrate brand messages into the daily routines of consumers on the go.

SeeSaw Networks' platform provided a common currency for audience metrics, adhering to guidelines from the Out-of-Home Video Advertising Bureau (OVAB). For media agencies, it offered a secure, customized environment to access unique inventory and create media plans. For advertising networks, it provided tools to manage inventory, improve ad targeting, and track campaign performance effectively. Over its lifetime, the company raised a total of $22.4 million in funding over eight rounds, with its first round recorded in November 2006 and its primary institutional investor being Sutter Hill Ventures.