IgnitionOne was one of a handful of early tech companies to pitch itself to marketers as a one-stop shop for digital ad buying, and it had big dreams of competing with giants like Google.
| |  | IgnitionOne was one of a handful of early tech companies to pitch itself to marketers as a one-stop shop for digital ad buying, and it had big dreams of competing with giants like Google.
Six years later, it came crashing down when it couldn't renew a line of credit from an existing lender at the end of 2018 and ended up selling in a fire sale as allegations of unpaid bills mounted.
Business Insider spoke with 20 former IgnitionOne employees and others close to the company. Their interviews, along with internal financial documents, show a firm that struggled to diversify its revenue as the ad industry's demands changed and the adtech industry fought to keep up.
It's a cautionary tale for other adtech companies and the ad and media ecosystem that depends on it.
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