Looker provides a unified business intelligence platform that enables data-driven decision making through a governed, consistent data model accessible across the entire organization, with powerful exploration and visualization capabilities.
Last updated Feb 8, 2026
Leading enterprise BI platform, now part of Google Cloud's data analytics portfolio
Looker is a business intelligence and big data analytics platform that was founded in 2012 and acquired by Google Cloud in 2020 for $2.6 billion. The platform enables organizations to explore, analyze, and share real-time business analytics through a web-based interface. Looker's unique approach uses a proprietary modeling language called LookML to create a consistent data model that allows users across an organization to work from the same definitions and metrics. While not strictly an AdTech company, Looker plays a significant role in the advertising technology ecosystem by providing analytics and business intelligence capabilities that help AdTech companies, publishers, agencies, and advertisers analyze campaign performance, audience data, and advertising metrics. As part of Google Cloud, Looker integrates deeply with Google's data infrastructure and is often used by companies in the digital advertising space to gain insights from their marketing and advertising data. The platform serves enterprise clients across multiple industries including retail, media, entertainment, and technology.
Core BI platform with data exploration, visualization, and dashboard creation capabilities
Proprietary modeling language for defining business logic and data relationships
Pre-built data models and visualizations for common use cases and data sources
White-label analytics that can be embedded into applications
Workflow automation that triggers actions based on data insights