Our mission is to make advertising increasingly relevant and helpful to all by understanding and serving the interests and needs of each individual.
Retail and analytical chemistry don’t typically have much in common. In one unique twist of fate, however, these two otherwise unrelated disciplines came together and launched a company that has become a pioneer in online retailing and a leader in applied shopping analytics.
The idea behind Adlucent was created while our Founder, Michael Griffin, was pursuing a PhD in Analytical Chemistry at the University of Texas. While curating a web site related to his research, Michael became interested in Amazon’s program that paid for referral traffic that resulted in online product sales. While Michael’s foray into online advertising started modestly, he quickly discovered the same data analytics he was applying in his doctoral research could be applied to online shopping behavior, resulting in dramatically improved advertising performance.
The technology and methodologies Michael pioneered helped Amazon grow from the “World’s Largest Bookstore” to the world’s largest retailer. And by tripling paid search revenue year-after-year, Amazon quickly became a significant customer for Adlucent. Michael’s innovations continued leading Adlucent to be the first advertising technology company to advertise at the SKU-level at scale and automatically adjust advertising based on real-time inventory across Amazon’s entire marketplace.
In 2007, as Michael looked at avenues to expand the use of applied shopping analytics beyond Amazon, Adlucent expanded its team to bring the same technology to leading retailers across the Web. A year later, we launched the industry’s first predictive search bid technology to predict consumer buying behavior. This led to the launch of our Shopping Analytics platform that provides retailer’s with insights and an understanding of consumer shopping behavior and gives them the ability to quickly activate the data through paid search.
In 2013, Adlucent launched BuyerPath™, the company’s extensible applied shopping platform and its first SaaS application so online retailers can improve the relevance and effectiveness of their online advertising programs using their own teams.
From our modest beginning in 2001, Adlucent has continuously innovated driven by a simple goal―to help online shoppers find what they are looking for as quickly as possible. Since then, we’ve evolved our shopping insights by leveraging big data and applied analytics to create relevant advertising experiences for online shoppers that result in the best outcome for large retail brands. Today we remain focused on our mission to make all advertising relevant and helpful.
In addition to the great results we deliver for our customers, we are tremendously proud of the culture we’re building at Adlucent. We take care of our employees so they can take care of our customers. Adlucent’s motto, “Better Every Day”, is a rallying cry to continue to innovate, push the envelope, and draw outside the lines. We apply this philosophy to our work, our technology, and our culture to constantly challenge the status quo to build a more innovative company and set of solutions.
CONTINUOUS Innovation since 2001
First to launch SKU-level advertising on Google at scale
First to offer margin-based bid management at the category level
Launched call-tracking technology to track search performance to offline conversions
First to integrate retailer inventory to automatically activate campaigns based on real-time inventory
First to launch margin-based bid optimization and the product level
First to support paid search for retail marketplaces like Amazon.com and Buy.com
First to launch “Predictive Search” algorithms to predict consumer-buying behavior based on competitive pricing, social signals, and two-dozen other demand signals
First paid search technology to incorporate product returns, fraudulent orders, and cancellations
First to launch multi-event conversions (e.g. form fills, purchases, video views, phone calls, application download and usage)
Launched Shopping Analytics to activate consumer buying behavior data in paid search campaigns
Launched server-side A/B landing page testing technology
First to launch a standalone PLA technology with SKU-level targeting
Launched URL crawler to identify page errors, redirects, slow load times, and poor search results
Launched microsegmentation capabilities for ultimate flexibility in reporting and optimization
Launched the first integrated PLA solution with intent optimization
OUR HARD WORK PAYS OFF
As the founder of Adlucent, Michael brings over 12 years of experience in strategic search engine marketing (SEM), bid optimization, consumer demand intelligence and retail analytics.
Michael is a leading thinker and innovator in retail SEM and drives the technology and overall business strategies for Adlucent.
His first venture into the online retail space was in managing paid search for Amazon.com where he helped grow revenue by 300% year-after-year eventually becoming Amazon's largest worldwide partner in search.
Michael built Adlucent as a bootstrapped company and has grown it into a profitable business accustomed to achieving 75-100% year over year growth. Adlucent's growth has been highlighted in the Inc. 500 and the Austin Business Journal's Fast50 listings, and the company's culture has been honored as an AdAge Best Place to Work and an Austin American-Statesman Top Workplace.
Michael is frequently tapped as an expert on the strategies that foster high converting online traffic to drive successful e-commerce. An active member of the Shop.org Research Committee, Michael participates in driving industry research and sharing results with retailers. Michael's work and perspective have been featured in major media outlets, including The New York Times, Inc. Magazine, the Search Insider and TechCrunch.
Prior to founding Adlucent, Michael attended the University of Texas at Austin pursuing a PhD in analytical chemistry where his thesis focused on advanced analytics for medical diagnostics. Michael is the recipient of the prestigious Watson Fellowship and received his BS degree from Davidson College.
Ashwani Dhar is an experienced executive, entrepreneur and venture capitalist bringing sales, marketing, business development, and funding experience to Adlucent.
At Adlucent, Dhar is responsible for customer acquisition and overall client success.
During his tenure, he has expanded the company's customer base five-fold while achieving an industry-leading client retention rate. Ashwani has been also responsible for Adlucent's positioning and go-to-market strategy. He pioneered an innovative performance-based model that aligns Adlucent's compensation with its clients' success.
Prior to Adlucent, Dhar was responsible for revenue generation, market positioning and the ultimate business success for successful startup companies like Iconixx, Agea and Trilogy. Ashwani also founded and managed DC International, an international consulting company that focused on the emerging markets of Latin America.
Dhar began his career in strategic consulting for healthcare clients with APM and technology & operations consulting with Andersen Consulting (now Accenture). Dhar also served on the Board of Directors for Bigfoot Networks, Robot Genius and Perception Software through investments from his venture capital firm Venio Capital Partners.
Graduating from the Jerome Fisher Program for Management & Technology at the University of Pennsylvania, Ashwani earned a BS in Economics from the Wharton School and a BSE in Electrical Engineering from the Moore School. He also holds an MBA from Harvard University.
Bruce is a multi-faceted Marketing executive with over 30 years experience developing and directing effective strategies and tactics that result in measurable growth and business success. As CMO for Adlucent, Bruce is responsible for evolving the company’s brand and messaging to reflect the company’s extended portfolio of applied shopping analytics and SaaS based solutions for retailers.
After successfully performing as a marketing executive in a number of enterprise technology companies, Bruce founded a marketing consulting firm providing extended strategic and hands-on sales and marketing services for client companies including, Tenduit, Vieo, ClearCube, and First Choice Software. As part of these engagements Bruce was responsible for developing and executing strategic business plans leading to venture funding commitments, strategic acquisitions and new market introductions. It was through one of these engagements that Bruce became involved with Adlucent.
Prior to starting his own company, Bruce served as a serial CMO and senior marketing executive in a variety of companies, including Avocent, Pervasive, Sterling Software, BMC, Tandem and Intel.
Bruce, a long term resident of Austin, attended The University of Texas for 3 years, enrolled in the College of Sciences, and later completed his undergraduate degree (marketing major) and MBA, with honors, at St. Edward’s University, in Austin.
Tim has over 25 years experience designing and developing high performance software machinery. Tim leads all technology development and operations in the role of VP of Engineering.
Tim's responsibilities also include all data integration, tracking, reporting and analytics utilized by Adlucent.
Since joining Adlucent, Ozor has driven the development of Adlucent's leading edge BuyerPath™ application and analytics platform, which is being utilized to effectively and efficiently manage millions of keyword and product ads for some of the largest online retailers in the world.
Tim's body of work includes Unix operating system development, object oriented middleware design and large scale Web application architecture. Ozor was instrumental in the development of Austin-based Vignette's ground-breaking content management system which served as the core product for Vignette through its IPO and eventual sale to Open Text. Tim was one of the first developers on board at Vignette and was employee 15 at what came to be one of the most successful IPOs in the Austin high-tech industry. Prior to Adlucent, Ozor led the design and development of the highly acclaimed National Transcript Center, which provides a secure electronic trading system for the exchange of student transcripts.
Tim received his BS degree in Computer Science from Clemson University in 1986, and has been committed to achieving higher and higher levels of software mastery ever since. When he is not building industrial strength software, Tim enjoys windsurfing, rock music, and maintaining the lowest carbon footprint and body fat levels possible.
Dean brings more than 15 years of experience driving product initiatives for Fortune 100 companies, as well as innovative start-ups.
He is responsible for leading the products team and driving product strategy for the company's BuyerPath™ platform and emerging solutions.
Dean previously served as Vice President of Product Management for Experian Healthcare where he was responsible for the development, execution and advancement of product strategy to support business objectives. He joined Experian in 2011, through the acquisition of Medical Present Value, Inc. (MPV). At MPV, he managed the healthcare revenue cycle management product portfolio. Prior to MPV, Dean held product management positions with Vignette Corporation and Hewlett-Packard.
He holds bachelor's degrees in biomedical engineering and electrical engineering from Duke University, as well as a master's degree in business administration from the University of Texas at Austin.
When not working on the next big thing in software, Dean spends his energy chasing around his triplet boys in a variety of outdoor sporting activities. He is also actively involved with the National Multiple Sclerosis Society.
As Head Coach, Brian’s charge is to guide managers and Adlucites to their full potential. With 20+ years of experience as a HR executive and NCAA Division I Athlete and Coach, he instinctively relies on his vast experience in leadership development in business and athletics to bring forth leadership and business enablers.
Prior to joining Adlucent, Brian held various HR executive leadership positions at Verizon and USAA. More recently he led the HR functions at Austin-based FirstCare Health Plans and Campus Advantage. He played a pivotal role in the merger of Bell Atlantic and GTE to form Verizon, one of the five largest mergers in the 1990s. During the merger he directed team of 10 employees who orchestrated placement and /or displacement of 6,000+ staff. In subsequent roles key accomplishments included implementing a third party HR administrative solution valued at approximately $750K annually at Campus Advantage and instituting scientifically based recruiting processes resulting in a 33% improvement in average time to fill for key positions as well as a 20% reduction in turnover. He has also served as a Senior HR Consultant for vcfo and currently maintains his own business performance coaching practice ~ Sundog Coaching Group.
He holds a bachelor's degrees in business administration from University of Notre Dame where he concentrated in Marketing and was co-captain of Men’s Swimming and Diving team. He also has a master's degree in business administration from the University of Illinois where he concentrated in Human Resources at the nationally renowned School of Labor & Employment Relations.
When not coaching, Brian spreads his free time between trying to stay fit doing CrossFit and mountain biking, enjoying quality time with his two daughters Gracie and Elle, and serving as a business consultant to Little Helping Hands, the renowned Austin non-profit he helped found with his wife, Marissa.
We were successful with our overall self-managed paid search program, but Adlucent offered a new way to increase our market share while carefully controlling spend."
- Steve Steinberg, President & CEO of BabyEarth