10 August 2023, NEW YORK – BDMI, a division of Bertelsmann Investments, the corporate venture arm of Bertelsmann, announced the completion of an oversubscribed Series A financing co-led by NewRoad Capital Partners, Progress Ventures, and BDMI, the leading data intelligence platform. Arbour Way Investors and S4S Ventures also took part in the series. Adding John Sheehy, an Operating Partner of NewRoad Capital Partners, to the board of directors coincided with the round’s closing.

Co-founders Jeffrey Nicholson and Leighton Welch developed Tracer out of VaynerMedia 2015 to automate analytics across every client internationally. Before breaking out as a separate company in 2021, Tracer processed more than $1B in transactions. Welch is the CTO at Tracer now, while Nicholson is the CEO. 

Before joining NewRoad Capital Partners in 2022, Sheehy, a new board member with experience in advertising and media, served as Global Brand President of Starcom Worldwide and a Publicis Media global leadership team member. Sheehy was a part of the Leo Burnett international management team before joining Starcom. Sheehy will offer the quickly expanding business invaluable advice based on his more than three decades of marketing and consulting experience. Along with Gary Vaynerchuk, who keeps his current position, Adriaan Zur Muhlen, Managing Partner of Progress Ventures, Sanja Partalo, Co-Founder and Managing Partner of S4S Ventures, and Keith Titan, Partner at BDMI, are joining Sheehy on the Board.

The challenge of absorbing and managing the expanding number of moving parts, partners, and channels around digital data management and reporting has been resolved by Tracer, which was created by actual industry professionals, according to Sheehy. Jeff and Leighton have surrounded themselves with talent of the highest caliber to establish themselves as the leaders of this conflict.

With clients including Sanofi, Condé Nast, Papa John’s, Headspace, Media. Monks, and January Digital, Tracer has acquired a prestigious clientele. The best brands, agencies, and holding companies worldwide are increasingly relying on the data platform to enhance their modern marketing tech stack’s transparency, personalization, and impact-driven reporting.

The trust of Tracer’s investor group, which includes Gary Vaynerchuk, Alex Rodriguez and Marc Lore’s VCP Ventures, Kevin Durant and Rich Kleiman’s Thirty Five Ventures (35V), Stephen Ross and Matt Higgins’ RSE Ventures, S4 Capital Executive Chairman Sir Martin Sorrell, and others, has been bolstered by the company’s executive vision, strong enterprise client portfolio, and remarkable customer retention.

Reputable industry groups and newspapers have praised Tracer’s innovation, which includes offices in New York City and London and a team of more than 70 people working across four continents. The business was most recently nominated to The Lead’s ‘The Leading 100’ list, which honors the most impactful, inventive tech start-ups generating commercial value for companies. 

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Kshitij does business research and content writing for VCBay. Pursuing BBA from Symbiosis Center Of Management Studies (SCMS) Pune, he is skilled in Financial Modeling, Stock valuation and Microsoft Excel. He is passionate about Entrepreneurship and Finance.


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