Coming Off Growth, Kiptronic Gets Compatible

We hadn’t checked in with Kiptronic in a while, but it sounds like the San Francisco-based startup is doing quite well. CEO Bill Loewenthal, who joined about a year ago, tells us the ad insertion provider now has more than 40 publishers as customers, including Fox, Time Warner, CBS, Viacom, The Economist, Sony BMG, National Public Media, and Conde Nast.

Kiptronic delivers and tracks ads in any kind of media experienced outside the browser — a rapidly expanding list of venues that includes mobile devices (the iPhone is the most popular), game consoles, Facebook applications, Internet-connected TVs, and more.

But until now, the company required publishers to use its own tracking and trafficking system, which founder Jonathan Cobb says was a major impediment to attracting additional large publishers. So Monday Kiptronic is announcing compatibility with DoubleClick’s DART for Publishers and Microsoft’s Atlas AdManager. Both Microsoft and Google-owned DoubleClick worked with Kiptronic to support the integrations.

The move makes sense — if your product is all about interoperability, you should probably walk the walk on your own back end. It’s also a bit preemptive, in that Kiptronic’s biggest competition may well come from DoubleClick and Microsoft entering the space. It currently competes with VoloMedia.

Kiptronic has raised $7 million and has 20 employees.