Triggit

Early-stage RTB retargeting platform acquired before reaching market maturity

Triggit was an advertising technology company that specialized in retargeting and real-time bidding (RTB) for display advertising. Founded in 2008, the company developed a platform that enabled advertisers to reach users who had previously visited their websites through programmatic ad buying across multiple ad exchanges. Triggit was notable for being one of the early adopters of RTB technology, allowing advertisers to bid on individual ad impressions in real-time based on user behavior and intent signals. The company positioned itself as a performance-focused retargeting solution, competing in the emerging programmatic advertising space alongside companies like AdRoll, Criteo, and ReTargeter. Triggit's platform utilized sophisticated algorithms to optimize ad delivery and bidding strategies, helping advertisers improve conversion rates and ROI on their display advertising campaigns. In June 2012, Triggit was acquired by Facebook in what was widely viewed as an acqui-hire transaction, with Facebook primarily interested in the company's engineering talent and RTB expertise. Following the acquisition, Triggit's platform was shut down, and the team was integrated into Facebook to work on the social network's advertising products. The acquisition represented Facebook's strategic move to strengthen its advertising technology capabilities during a critical period of growth in programmatic advertising.