DaVinci Marketing Cloud

DaVinci Marketing Cloud is an online advertising technology company based in Florida.[1] Founded in 2014 as Gravity4, it was renamed as DaVinci Marketing Cloud in January 2018.[2] DaVinci Marketing Cloud's technology facilitates the purchase of online advertising.[3]

DaVinci Marketing Cloud
Private
IndustrySoftware
FoundedJuly 17, 2014 (2014-07-17) in Miami, United States
Headquarters
San Francisco 
,
United States of America 
Key people
Kamal Kaur (Chairwoman, CEO)
Number of employees
400

History

DaVinci Marketing Cloud was founded in July 2014 by Gurbaksh Chahal as Gravity4.[4] Since its founding, DaVinci Marketing Cloud acquired other companies, including Conyak, Exovue, Triggit, Pixels, Zurmo, Argyle Social, Kanary NEST, EZlike, and adX Search.[5][6][7][8][9]

Gravity4 also placed a $350 million unsolicited bid to buy Rocket Fuel Inc., a publicly traded programmatic media-buying platform in May 2015.[10] Also in 2015, Gravity4 agreed to purchase 93.7% of Pixels, Hong Kong's largest digital advertising agency, for an undisclosed amount.[11] By June 2016, the company had made a number of acquisitions of small advertising technology companies.[12]

In November 2017, the board unanimously promoted Kamal Kaur to be the Chairwoman and CEO of the company.[13] A couple of months later, the company was renamed as DaVinci Marketing Cloud in January 2018.[2]

Operations

DaVinci Marketing Cloud marketing software enables advertisers to handle programmatic search platform based real-time bid advertising as well as analyze data.[14] The company uses data management software and programmatic ad buying technologies as tools to create an ad buying stack.[1] Advertising purchases include selling, reporting, measurement, inventory management and billing.[15]

Discrimination suit

In May 2015, a female employee who was a former senior vice president at Gravity4 sued the company, claiming that she was harassed and discriminated against because of her age and gender, and secretly and illegally spied on during her time with the company. The lawsuit alleges that, during her job interview, the plaintiff was questioned about her thoughts on Gurbaksh Chahal's criminal history of domestic violence, and that the conference room where the interview took place was bugged with cameras and microphones so that Chahal could watch the interview.[16]

In 2016, Gurbaksh Chahal handed over his CEO role at the company to his sister, Kamal Kaur, after he violated his domestic violence probation.[17]

References
  1. Jack Marshall (July 21, 2014). "Fired RadiumOne CEO Gurbaksh Chahal Returns With New Ad Tech Venture". The Wall Street Journal. Retrieved May 23, 2015.
  2. "Gravity4 Rebrands as DaVinci Marketing Cloud". MarTech Advisor. 31 January 2018. Retrieved 2020-03-29.
  3. Lakshmi Sankaran (July 25, 2015). "I've overcome dark days with focus and ambition, says American Indian tech entrepreneur Gurbaksh Chahal". The Economic Times. Retrieved May 23, 2015.
  4. Gurbaksh Chahal (July 22, 2012). "Gurbaksh Chahal". Entrepreneur. Retrieved May 23, 2015.
  5. Zach Rodgers (March 20, 2015). "Distressed Triggit Scooped Up By Gravity4, Gurbaksh Chahal's Merger Machine". Ad Exchanger. Retrieved May 23, 2015.
  6. Zach Rodgers (March 20, 2015). "Distressed Triggit Scooped Up By Gravity4, Gurbaksh Chahal's Merger Machine". AdExchanger. Retrieved May 23, 2015.
  7. Ginny Marvin (March 20, 2015). "Gravity4 Buys Native Retargeting Firm Triggit". Marketing Land. Retrieved May 23, 2015.
  8. "Gravity4 Acquires Facebook Marketing Partner Ezlike". JOSIC. April 3, 2015. Retrieved May 23, 2015.
  9. Tyler Loechner (April 3, 2015). "Gravity4 Buys Ezlike, Another Facebook Marketing Partner". Media Post. Retrieved May 23, 2015.
  10. Tyler Loechner (May 7, 2015). "Gravity4 Bids $350 Million To Buy Ad Tech Firm Rocket Fuel". Media Post. Retrieved May 23, 2015.
  11. Perez, Bien (2015-11-18). "US-based Gravity4 acquires Hong Kong's largest digital advertising agency". South China Morning Post. Retrieved 2019-11-06.
  12. http://uk.businessinsider.com/gravity4-mounts-takeover-bid-for-tradedoubler-2015-5?r=US&IR=T
  13. "New CEO for Gravity4 as Chahal Confirms Charity Focus.
  14. Josh Admin (May 4, 2015). "Gravity4 Completes Integration of Nine Companies". Marketing Scope. Retrieved May 23, 2015.
  15. Rebecca Lieb (April 9, 2012). "Your Marketing Machine: What You Need to Know About Ad Tech 'Stacks". AdAge. Retrieved May 23, 2015.
  16. Huet, Ellen (April 21, 2015) "Gurbaksh Chahal And Gravity4 Hit With Gender Discrimination, Illegal Surveillance Lawsuit." Forbes. (Retrieved 5-26-2015.)
  17. Conger, Kate. "Gurbaksh Chahal out as Gravity4 CEO after probation ruling". TechCrunch. Retrieved 2019-11-06.
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