Tracer Successfully Concludes Oversubscribed $18.1 Million Series A Funding, Adds John Sheehy to Board


Tracer, a distinguished data intelligence platform, has triumphantly concluded an oversubscribed Series A funding round, co-led by NewRoad Capital Partners, Progress Ventures, and BDMI (part of Bertelsmann’s corporate venture arm).

This successful fundraising effort, also involving S4S Ventures and Arbour Way Investors, has solidified Tracer’s position in the data intelligence landscape. In conjunction with the closure of the funding round, John Sheehy, Operating Partner at NewRoad Capital Partners, has been appointed to Tracer’s Board of Directors.

Emerging from its incubation within VaynerMedia in 2015, Tracer was founded by Jeffrey Nicholson and Leighton Welch with the aim of automating analytics globally for clients. Notably, the platform processed more than $1 billion in transactions prior to becoming an independent entity in 2021. Jeffrey Nicholson now holds the position of Tracer CEO, while Leighton Welch serves as CTO. The recent addition of Obele Brown-West as President further enhances the company’s leadership team, with her extensive integrated marketing expertise.

The esteemed John Sheehy, an accomplished figure in advertising and media, has joined Tracer’s Board. His prior roles include Global Brand President of Starcom Worldwide and participation in the Publicis Media global leadership team. Sheehy’s vast marketing and consulting experience will undoubtedly contribute valuable insights to Tracer’s ongoing growth.

Tracer’s impressive client roster includes Sanofi, Condé Nast, Papa Johns, Headspace, Media.Monks, and January Digital. The platform has garnered attention from prominent brands, agencies, and holding companies seeking to enhance transparency, customization, and impact-focused reporting within their modern marketing technology stack.

Jeff Nicholson, Tracer co-founder and CEO, highlighted the significance of the company’s achievement: “This oversubscribed round is a testament to the value we’ve proven our platform can deliver, and we look forward to working with John [Sheehy], our Board, and the industry giants who have joined as investors to catapult Tracer forward.”

The accomplished investor group supporting Tracer includes notables like Alex Rodriguez and Marc Lore’s VCP Ventures, Kevin Durant and Rich Kleiman’s Thirty Five Ventures (35V), Sir Martin Sorrell (S⁴ Capital Executive Chairman), and Gary Vaynerchuk, among others.

With offices in New York City and London and a global team of over 70 professionals, Tracer has been lauded by respected industry organizations and received honors for its innovative work, including recognition in The Lead’s ‘The Leading 100′ list and the Association of National Advertisers’ Genius Award for Marketing Analytics Storytelling in 2022.

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