Search company, investor...

Founded Year



Loan | Alive

Total Raised


Last Raised

$1.5M | 4 yrs ago

About 33Across

33Across enables programmatic advertising to work without cookies across platforms, publishers, data companies, and more. It aims to help social media companies increase their revenue by unlocking hidden data from social interactions. It offers technology, tools, and real-time predictive systems to connect content and products to the social graph. The company was founded in 2007 and is based in New York, New York.

Headquarters Location

229 West 28th Street 12th Floor

New York, New York, 10001,

United States




Latest 33Across News

Traffic Shaping Is Blocking The Road To The Cookieless Future

Nov 16, 2023

By Paul Bell, 33Across SHARE: Paul BellPresident There are approximately two million electric vehicles on the road in the US today, which accounts for less than 1% of the 250 million vehicles currently sold in the country. And yet it’s increasingly difficult to pass a gas station on a major highway or interstate that has not invested in the future by allotting some space for electric vehicle charging stations. For web traffic kingpin Google, the next phase of its third-party cookie deprecation plan will occur in Q1 2024. At that point, Google plans to test a cookieless experience for 1% of Chrome users. Google will hold out 1% of its Chrome traffic, treating it like cookies have already been removed to get a sense of what performance will look like in the new world. Yet today, the marketplace predominately – almost exclusively – favors cookied traffic. Publishers and SSPs prefer it because cookied traffic often commands higher CPMs and fees than non-cookied traffic. DSPs favor it because it allows them to understand better who they’re targeting and retargeting and, therefore, measure campaigns and understand performance. Perhaps the biggest problem of all is that traffic-shaping algorithms push almost all bids to cookied traffic. And the time to adapt is almost running out. The limitations of current algorithms Algorithms that prioritize short-term efficiency, targeting and monetization are oriented toward eliminating underperforming inventory before it’s sent to intermediaries. These algorithms theoretically let through some cookieless traffic. But, today, far too much traffic outside of third-party cookies is excluded from the biddable environment, even if that traffic is aided by solutions like alternative identifiers. Publishers are feeling the pressure because the cookied ground under which they built their business is shifting. Many may not even realize that a sizable portion of their inventory never reaches the DSPs. And those who are aware of the issue are not pleased that half of their inventory gets devalued just because the user is browsing on Safari. If the advertiser’s end game is optimization, the algorithms are never going to open up enough until cookies are officially gone and they have no choice but to accept cookieless traffic. In other words, programmatic needs a portion of traffic dedicated to cookieless right now. Think of it as programmatic’s version of the EV charging station – laying the groundwork for the day that all traffic is cookieless. It’s in everyone’s best interest to go cookieless As it stands right now, the cookieless approach can be high quality, high performing, and full of valuable insights for those willing to pursue it. Until more buyers catch on to cookieless inventory, early adopters can benefit from less competition and higher win rates. Most marketers may not even realize that the majority of today’s campaigns focus solely on Chrome traffic, where cookies are still in play. Meanwhile, cookieless traffic includes the often-ignored but highly desired audiences using Safari, the default web browser on Apple phones, tablets and computers. If only for the sake of practicality, investing in cookieless inventory now allows buyers to test, learn and adapt while cookies are still around to provide an active baseline. Spending time experimenting will let you reap the benefits when cookies finally disappear. Some SSPs say the shaping algorithm will eventually do its job, whether cookies are in play or not. But if we’re not overriding the traffic-shaping algorithm to bid on more cookieless traffic now, buyers are going to be starting their optimization efforts from scratch when cookied traffic goes away. Most of today’s traffic shaping and supply-path optimization standards were built for a user-commoditized internet where you could use third-party cookies to target and measure the same user across multiple paths. Without the cookie to rely on, we’ll have to reassess how we optimize programmatic’s new set of pipes. Pushing for action Advocating for change begins with those who hold the purse strings. To get a true picture of what addressability will look like in an unthrottled environment, buyers need to advocate for their DSPs to change their algorithms, open up more queries per second (QPS) to bid strategically on cookieless traffic or test on a proactive platform that is focused on cookieless traffic. In conjunction, SSPs need to factor alternative identity solutions and tactics into their traffic-shaping algorithms. Negating cookieless traffic right now is a mistake. It won’t give us a true indicator of what will happen once third-party cookies expire. We’re sacrificing valuable lessons now that will be necessary for better performance in the future. But unless DSPs alter how their algorithms work, we cannot begin driving toward the future. “ Data-Driven Thinking ” is written by members of the media community and contains fresh ideas on the digital revolution in media.

33Across Frequently Asked Questions (FAQ)

  • When was 33Across founded?

    33Across was founded in 2007.

  • Where is 33Across's headquarters?

    33Across's headquarters is located at 229 West 28th Street, New York.

  • What is 33Across's latest funding round?

    33Across's latest funding round is Loan.

  • How much did 33Across raise?

    33Across raised a total of $27.65M.

  • Who are the investors of 33Across?

    Investors of 33Across include Paycheck Protection Program, First Round Capital, QED Investors, Flybridge Capital Partners, Compound and 7 more.

  • Who are 33Across's competitors?

    Competitors of 33Across include TNC and 7 more.


Compare 33Across to Competitors

RudderStack Logo

RudderStack operates as a leading warehouse customer data platform. It is a customer data infrastructure for routing and processing event data from applications and websites to data warehouses and cloud applications. It offers services such as user identification, data governance, event transformation, data warehousing, and more. The company was founded in 2019 and is based in San Francisco, California.


Kylo is an open-source data lake management software platform operating in the data management and big data industry. The company offers self-service data ingest and data preparation services with integrated metadata management, governance, and security. It primarily serves sectors such as airlines, insurance, telecommunications, financial services, banking, and retail and consumer goods. It was founded in 2016 and is based in San Francisco, California.

JX Press

JX Press operates as a virtual news agency. It offers FASTALERT service that provides breaking news bulletins for urgent information on accidents, natural disasters, and other incidents detected by artificial intelligence (AI) to the major television broadcast stations in Japan. It also offers NewsDigest, a news bulletin application for consumers. The company was founded in 2008 and is based in Tokyo, Japan.

Dataminr Logo

Dataminr focuses on real-time event and risk detection, operating in the technology and artificial intelligence (AI) sectors. The company offers a real-time AI platform that detects early signals of high-impact events and emerging risks from publicly available data, enabling users to respond effectively to crises. Dataminr primarily serves global corporations, public sector agencies, newsrooms, and more. Dataminr was formerly known as EBH Enterprises. It was founded in 2009 and is based in New York, New York.

Burt Intelligence Logo
Burt Intelligence

Burt Intelligence is a digital intelligence platform. The platform offers an end-to-end data platform known as Burt Advisor that empowers users to make data-driven decisions in their work. It was formerly known as Burt. It was founded in 2018 and is based in New York, New York.

Radiate B2B Logo
Radiate B2B

Radiate B2B helps technology, manufacturing, and professional services implement scalable account-based advertising and marketing strategies through its ABM platform. The company helps in accelerating the sales pipeline through B2B targeted advertising, sales intelligence, and identification of buying behavior of prospects. Radiate B2B was founded in 2017 and is based in London, U.K.


CBI websites generally use certain cookies to enable better interactions with our sites and services. Use of these cookies, which may be stored on your device, permits us to improve and customize your experience. You can read more about your cookie choices at our privacy policy here. By continuing to use this site you are consenting to these choices.