Built on a commitment to truth.

Why this exists

The story starts with server logs. In 2000, co-founder Brian Handrigan was reading raw post logs — the unfiltered record of what people did when they visited websites. The pattern was unmistakable: a TV ad airs, web traffic spikes. The connection between offline advertising and online behavior was obvious to anyone willing to look at the data. But the infrastructure to trace that connection at scale didn't exist. Nobody had built it because the industry was too busy arguing about which channel deserved credit.

That argument became a career-long obsession — not with winning it, but with making it irrelevant. The next decade was spent building the foundation. Gra Matr in 2007, focused on brand engagement and digital media strategy. Patents in web technology and real-time data synchronization proved that information from one environment could be connected to another reliably. Each step tested a piece of the thesis: that cross-media influence could be traced, not estimated.

The Advocado era, starting in 2016, brought the thesis into production. A cross-media data platform connecting offline and online audience insights. The acquisition of Kantar's ad verification unit created a combined data and attribution platform. The VEIL signal detection portfolio — 47 patents in audio and video watermarking — gave the system the ability to detect ads across TV, radio, and streaming with precision. Patents in online-to-offline conversion tracking and ML-driven call routing closed the loop from stimulus to revenue. The technology was proven. The science worked. But infrastructure costs and fragmented APIs meant scale was still out of reach.

Co-founder Randy Cairns saw the problem from the other side. As one of the first clients to test cross-media ideas in search marketing during the early 2000s, he understood what advertisers actually needed — not more reports, but systems that made their existing platforms work harder. He spent two decades building and running cross-media systems from the advertiser's perspective, turning theoretical measurement into operational advantage.

In 2026, the infrastructure finally caught up to the vision. Columnar analytics capable of processing billions of events. Transformation pipelines that unify data at scale. Self-serve visualization that puts the client inside their own data. Real-time platform APIs from Google, Meta, and every major buying engine. Detection across 254 TV markets. Over a million geographic entities. The IDE is the result of 26 years of building — not a pivot, not a rebrand, but the engine that every previous company was a prototype for.

Insights in action

These aren't client testimonials. They're what the data showed.

The full journey is visible in one place: a TV ad airs, organic search spikes, a website visit happens, a phone call is made, a job is booked, revenue is recorded. Each step is connected through deterministic identity resolution — not probabilistic matching, not panel-based estimation. The stimulus-to-revenue chain that the industry has talked about for years is operational inside the IDE.