Home AdExchanger Talks Podcast: Auren Hoffman Tells The Truth

Podcast: Auren Hoffman Tells The Truth


Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here.

SafeGraph launched this year with $16 million in funding from more than 100 investors, and a very driven founder in former LiveRamp CEO Auren Hoffman.

On the podcast this week, Hoffman talks about his trajectory and his new company’s pure focus on providing accurate location data.

“Our goal is to focus on truth: what happened, where it happened and when it happened –  and that’s it,” he says. “Our clients then figure out why something happened or how it happened or what will happen in the future.”

And who are those clients? Marketing is a very important use case, according to Hoffman, but not the dominant one. The company will also sell to customers in verticals such as insurance, academia, automotive, retail and real estate, to name a few.

Although it’s easiest to sell in the marketing vertical because it’s one that Hoffman and his team know quite well, “we have to become like mini-experts in each vertical,” he says.

Not coincidentally, SafeGraph is aided in that challenge by the sheer number of investors in the company, plugged-in people it can call on for advice and introductions.

The company also has a traditional VC investor in IDG Ventures, which previously put money into Krux and whose managing director, Alex Rosen, sits on the SafeGraph board.

“We went with them because they have a lot of experience in the data world,” Hoffman says.

Also in this episode: Hoffman’s angel investing philosophy, the untold story of how RapLeaf became LiveRamp and did LiveRamp sell to Axciom too soon? (Spoiler alert: yes.)


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Nucleus Marketing




This episode of AdExchanger Talks is sponsored by Nucleus.




Must Read

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.