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IgnitionOne went from being a digital marketing pioneer to being sold off in parts. Here's the story behind its rise and fall.

IgnitionOne CEO Will MargiloffIgnitionOne/Facebook

  • IgnitionOne was a onetime digital marketing pioneer that ended up selling parts of its business to Zeta Global and Publicis Media in November, a casualty of ongoing adtech and martech consolidation.
  • Business Insider spoke with 20 former employees, investors, advisers, and others about the company's rise and fall.

In 2013, marketing tech firm IgnitionOne spun out of holding company Dentsu in a management-led buyout with the goal of creating a company that could change digital marketing.

That idea came to an end this fall, when IgnitionOne sold for pieces to Zeta Global and Publicis Media when it wasn't able to renew a line of credit. The company also faces lawsuits from investment firm Progress Partners and adtech firm PubMatic alleging they're owed a total of nearly $2 million in unpaid bills.

See the rest of the story at Business Insider

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