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MediaRadar
MediaRadar, the New York-based ad-sales intelligence platform, provides competitive analytics to over 2,000 media companies. Founded in 2006.
MediaRadar
MediaRadar launched in 2006 under CEO and co-founder Todd Krizelman, who previously co-founded dating site theGlobe.com. The firm operates out of New York, providing competitive intelligence and advertising sales enablement software to media companies and technology platforms. Its core product analyzes pricing and placement data for ads booked across national television, streaming video, digital display, print magazines, and out-of-home billboards. MediaRadar is a venture-backed operating company, not a portfolio vehicle, funded by firms including Bain Capital Ventures and Spectrum Equity. The company's platform ingests and normalizes millions of ad placements monthly, offering clients a granular view of who is buying what inventory and at what estimated price. MediaRadar serves more than 2,000 publishers and ad-tech platforms (per public record), covering sectors that range from broadcast networks and cable channels to B2B trade publishers and podcast networks. Its subscription model charges enterprise customers based on user seats and modules, with contracts typically locked in for annual terms. The product competes in an analytics market alongside firms like Vivvix (formerly Kantar Media) and Nielsen's Ad Intel, differentiating through a modern interface and faster data turnaround. As of May 2024, MediaRadar remains privately held. In recent years the company expanded its coverage into social video platforms and streaming services, responding to the shift of ad dollars from linear television to digital-native channels. The firm was acquired in 2017 by Thompson Street Capital Partners before being sold to a consortium of investors in 2021. Its headcount is undisclosed but is understood to be concentrated in its New York headquarters, with distributed sales and analyst teams across the United States. Total deployment and AUM are not applicable to MediaRadar's operating structure. MediaRadar's structural differentiator is its sale of market intelligence directly to the sell-side rather than the buy-side — a configuration that makes it a vendor to media companies, not an agency or consulting tool. This creates a recurring, entrenched revenue base, as client sales teams build their annual planning and quota-setting around the company's data. The firm also embeds itself operationally by integrating its analytics into downstream CRM and programmatic workflows, raising switching costs for publishers who depend on the intelligence for ad pricing and packaging decisions.
General information
Firm type
Asset Manager
Year founded
2006
AUM
Undisclosed
Location
Region
North America
Country
United States
City
New York
Corporate office
New York, NY, United States
Principals
Todd Krizelman
CEO and Co-Founder
Sector focus
Frequently asked questions
Who founded MediaRadar, and what was their prior operating experience?
Todd Krizelman co-founded MediaRadar in 2006. He was previously co-founder of theGlobe.com, a pioneering social networking and publishing platform that went public in 1998 during the dot-com era. His background includes direct experience in both operating an internet company and raising venture capital, which informed MediaRadar's go-to-market as a subscription SaaS business.
How does MediaRadar generate its advertising intelligence data?
MediaRadar ingests advertising data from multiple sources, including direct publisher feeds, web crawlers, programmatic exchanges, and print publication monitoring. The platform normalizes these inputs into a structured database that identifies advertisers, estimated spend, ad formats, and creative assets. This data is then surfaced to subscribers through dashboards and APIs used for competitive sales prospecting and pricing analysis.
What is MediaRadar's business model — is it a media company, an agency, or a tech firm?
MediaRadar operates as an enterprise software-as-a-service company. It sells subscriptions to the platform, not advertising inventory or media services. Revenue is recurring under annual contracts. The company positions itself as a data vendor to the sell-side, meaning its clients are primarily publishers, broadcasters, and ad-supported platforms rather than ad agencies or brands.
Does MediaRadar disclose its valuation or total round funding?
No. MediaRadar is a private company and does not publicly disclose its valuation, revenue, or aggregate funding. The firm received early investment from Bain Capital Ventures and Spectrum Equity. It was acquired by Thompson Street Capital Partners in 2017 and was later sold to a new consortium in 2021, according to public record.
Which advertising channels does MediaRadar's platform cover?
Coverage includes national and local television, streaming video services, digital display and mobile advertising, print magazines, newspaper inserts, and out-of-home inventory. The platform has progressively added digital-native channels including social video platforms and programmatic display to reflect the shift of advertiser spending away from linear media.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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