Triggit

Early-stage retargeting platform in the emerging RTB ecosystem

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 allowed advertisers to automatically bid on and purchase display ad inventory across the web to re-engage users who had previously visited their websites. Triggit was notable for being one of the early adopters of programmatic advertising technology and RTB infrastructure during the formative years of the modern AdTech ecosystem. The company was acquired by Facebook in August 2012 in what was widely considered an acqui-hire, with Facebook primarily interested in Triggit's engineering talent and RTB expertise. At the time of acquisition, Triggit had raised approximately $7 million in funding and was competing in the increasingly crowded retargeting space alongside companies like AdRoll and Criteo. Following the acquisition, Triggit's platform was shut down and its team was integrated into Facebook to help build out the social network's advertising infrastructure and exchange capabilities. Triggit's legacy lies in its contribution to the early development of programmatic advertising technology and its role in demonstrating the value of RTB-based retargeting solutions. The acquisition by Facebook reflected the growing importance of programmatic advertising technology and the competitive landscape for engineering talent in the AdTech sector during the early 2010s.