Chango

Pioneer in search retargeting technology before acquisition

Chango was a programmatic advertising technology company founded in 2008 that pioneered search retargeting capabilities. The platform enabled advertisers to target display ads to users based on their search behavior across the web, creating a bridge between search intent and display advertising. Chango's technology analyzed search queries to understand user intent and served relevant display ads across premium publisher sites. The company raised significant venture capital funding and established itself as a leader in the intent-based advertising space. In 2014, Twitter acquired Chango to enhance its advertising capabilities, particularly to improve ad targeting and measurement for Twitter's advertising platform. Following the acquisition, Chango's technology was integrated into Twitter's ad stack, and the standalone Chango platform was eventually discontinued. Chango's acquisition represented Twitter's strategic move to compete more effectively in programmatic advertising and leverage search intent data to improve ad relevance on its platform. The company had built relationships with major advertisers and agencies before its acquisition, processing billions of search queries to power its retargeting capabilities.