Why they're on this list: Today, if a Website owner wants to work with multiple third-party services (e.g. Google Analytics, ad networks, social, etc.), they have to conform to an outdated construct of putting the vendor's code (or "tag") on every page of their Website that they want to track. In doing so, the site owner is not in control over the data collected, they introduce site performance issues with more code being pushed through their consumers' browsers, and they create silos of data across each vendor's service, not to mention creating privacy issues with regard to data collection practices.
BrightTag intends to simplify how Websites connect to their partners by providing a single point of integration for any data-driven service. The company's platform replaces traditional "tag-centric" methods of connecting sites to marketing services with real-time, direct integration through the cloud.
Clients include Yahoo! Japan, Gap, Macy's, Levi's, Bebe, Tommy Bahama, Crate & Barrel, JetBlue Airlines, Orbitz, Starwood, US Cellular, Transunion and Allstate.
Market landscape and competition: This market is new enough that there aren't good market estimates on it. Google, Adobe and IBM offer competing tag container solutions.
BrightTag argues that most competing solutions on the market are "tag containers." As browser-based tags continue to proliferate -- either fueled by the advent of tag management solutions or from continued industry growth -- both data collection and the site users' experience become slow and unstable.
BrightTag cloud-based service eliminates vendor tags altogether and connects data directly. There are no "tags" in a point-of-sale system or a mobile app or email. According to Web analytics firm BuiltWith 30 percent of the top internet retailers have employed a tag management system and of those 43 percent are using BrightTag.
What they do: Develop tools that provide visibility into cloud and CDN performance, and then help users act on that information.
Headquarters: Portland, Ore.
CEO: Marty Kagan, who previously served as vice president of engineering for Jive Software.
Founded: Q4 2009
Funding: They landed a $7 million Series A round in mid-2011 from Madrona Ventures Group and Advanced Technology Ventures (ATV).
Why they're on this list: Let's face it, the roadblock for many cutting-edge cloud services, especially those using rich media, is the poor performance and unpredictability of the public Internet. Cedexis' mission is to improve "the Web experience of billions of Website visitors each month by providing visibility into the performance of clouds and CDNs."
Cedexis Radar is a free community that crowd-sources visibility into cloud and CDN performance from the end user perspective. It has global reach and is updated over 1 billion times a day.
Cedexis Openmix is a paid Cloud SaaS offering that uses Radar, and other real-time data, to dynamically route Website and Web application traffic around outages and service degradations.
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