OptiMine
AcquiredMinneapolis, US · Founded 2010 · 21 employees on LinkedIn · 3 known investors
OptiMine provides marketing measurement and scenario planning software to brands, helping them optimize marketing effectiveness and efficiency through advanced analytics and decisioning tools.
Also known as OptiMine Software
Founders & leadership
OptiMine was founded in 2010 by Dr. Rob Cooley.
Board
Investors · 3
Reported raises · per SEC filings
Form D private placements$6.9M disclosed across 3 rounds · 2013–2016
▶$532.1KraisedJun 2016 · 22 investors · Other TechnologyRule 506(b)
- Matt VodaExecutive Officer, Director
- Tom DonnellyDirector
- Robert CooleyExecutive Officer
- Judy OwenDirector
- Ann WinbladDirector
- Offering amount
- $600K
- Amount sold
- $532.1K
- First sale
- May 2016
- Incorporated
- Corporation, Delaware
- Federal exemptions
- 06b
▶$2.2MraisedJan 2015 · 25 investors · Other TechnologyRule 506(b)
- Tom DonnellyExecutive Officer, Director
- Ann WinbladDirector
- Judy OwenDirector
- Mark GorenbergDirector
- Sharri MajorExecutive Officer
- Offering amount
- $3M
- Amount sold
- $2.2M
- First sale
- Dec 2014
- Incorporated
- Corporation, Delaware, 2010
- Federal exemptions
- 06b
▶$4.2MraisedJan 2014 · 21 investors · Other TechnologyRule 506(b)
- James MoarExecutive Officer, Director
- Bryon BequetteExecutive Officer
- Toni SikesDirector
- Ann WinbladDirector
- Offering amount
- $5.2M
- Amount sold
- $4.2M
- First sale
- Dec 2013
- Incorporated
- Corporation, Delaware, 2010
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Company profile
researched Aug 2026OptiMine is a marketing measurement and optimization software company based in Minneapolis, Minnesota. Its cloud-based platform combines marketing mix analytics and optimization to quantify cross-channel marketing contributions from both online and offline media, including digital display, search, social, call center and store affiliate channels, and to guide how brands allocate marketing spend.
The product line is organized around three modules plus services. Insight measures marketing performance from campaign level down to individual ads across media; Inspire models spend scenarios, showing yields, saturation levels and diminishing returns to identify optimal spend; and Intent supports budget planning against goals over selectable time periods. These are paired with consulting and analytic services, benchmark intelligence and decision support from an in-house expert team. The company positions its approach as agile marketing mix modeling: faster implementation and more granular, ad- and campaign-level output than traditional MMM or multi-touch attribution, delivered without personally identifiable information, cookies, tracking or identity data.
In August 2025 OptiMine announced it had been acquired by Uptempo, an enterprise marketing performance management vendor, with the stated aim of combining Uptempo's marketing spend, budget and performance management with OptiMine's MMM and analytics into an end-to-end budget-to-performance platform.
Founding story
OptiMine traces its origins to founder Dr. Rob Cooley's PhD in computer science at the University of Minnesota, completed in 2000, with a thesis on Web Usage Mining that the company describes as the mathematical and data science foundation for its high-scale analytics. The company itself was founded in 2008, initially applying those analytics to high-scale programmatic bid optimization.
Business model
OptiMine sells software for marketing measurement, attribution and budget optimization to brands, bundled with consulting and analytic services tailored to each client, including benchmark intelligence and ongoing decision support.
Revenue derives from its cloud-based marketing measurement and optimization platform (Insight, Inspire and Intent modules) together with expert consulting and analytic services engagements.
Traction
OptiMine's earlier bid optimization platform averaged one billion bids per day by 2010. The company reports consistent growth and profitability since 2018 and serving large global brands; a published case study states JCPenney realized over $300 million in verified revenue lift within two years using OptiMine's unified measurement and scenario planning.
Latest developments
In August 2025 OptiMine announced its acquisition by Uptempo, stating that operations for clients would continue unchanged while the two companies build a combined budget-to-performance platform. The company also published analyst recognition from Gartner and Forrester and content on monthly MMM model refresh cadence and marketer adoption of MMM heading into 2026.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
OptiMine competes in the marketing mix modeling and attribution category, where it has been named a Leader in the Gartner Magic Quadrant for Marketing Mix Modeling Solutions and recognized by Forrester, which scored it highest possible on unified measurement methodology, omni-channel marketing strategy and planning, and in-flight optimization. Following the 2025 acquisition it operates as part of Uptempo's enterprise marketing performance management portfolio.
The company differentiates on speed of implementation (stated as 10X faster time to value than multi-touch attribution and traditional MMM vendors), granularity (stated as 8-10X more detailed, down to individual ads and campaigns across both digital and traditional channels), a privacy-safe methodology that avoids PII, cookies and tracking data, and pairing the technology with dedicated expert consulting.
Technology
The platform applies high-scale analytics and AI derived from the company's earlier programmatic bid optimization system to model marketing performance. It attributes results across digital and traditional channels at the individual ad and campaign level without using personally identifiable information, cookies, tracking or identity data, and supports rapid model refresh cadence and real-time scenario modeling for spend levels and budget allocation.
Go-to-market
Direct enterprise sales supported by demo requests, case studies, video overviews, a blog and newsletter, and analyst recognition from Gartner and Forrester; consulting teams are assigned to client accounts.
Large brands and enterprise marketers running both digital and traditional media, including retail; the company cites JCPenney as a client and describes serving many of the largest brands in the world.
Geography
Headquartered in Minneapolis, Minnesota, serving global cross-channel marketing spend for its clients; the company cited expanded opportunity to scale globally through the Uptempo acquisition.
History
Founded in 2008 around programmatic bid optimization, OptiMine's Impact platform reached an average of one billion bids placed per day by 2010, providing a real-time feedback loop used to train and scale its algorithms. In 2014 the company launched Insight, an agile cross-channel measurement and optimization product built on that computing and measurement experience. The company states it received backing from Silicon Valley venture firms in 2016, repositioned around privacy-safe measurement as data loss disrupted attribution solutions from 2017, and reported consistent growth and profitability as it scaled from 2018. In August 2025 OptiMine was acquired by Uptempo.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 4
launches, deals, and filingsOptiMine announced it had been acquired by Uptempo, an enterprise marketing performance management company, combining Uptempo's marketing spend, budget and performance management with OptiMine's marketing mix modeling and analytics. The company stated clients would continue working with the same OptiMine team.
OptiMine states it has been recognized by Gartner and Forrester as a leading marketing measurement solution, including being named a Leader in the Gartner Magic Quadrant for Marketing Mix Modeling Solutions, with high scores from Forrester for unified measurement methodology, omni-channel marketing strategy and planning, and in-flight optimization.
Company timeline states OptiMine was backed by leading Silicon Valley venture firms in 2016 to accelerate investment in its technology; no amount disclosed.
OptiMine launched Insight, described by the company as the first agile cross-channel measurement and optimization solution in the market, built on the computing and granular measurement experience of its bid optimization platform.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- OptiMineoptimine.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does OptiMine do?
- OptiMine is a Minneapolis-based marketing mix modeling and attribution platform, acquired by Uptempo in 2025.
- Who founded OptiMine?
- OptiMine was founded by Dr. Rob Cooley in 2010.
- Who are OptiMine's investors?
- OptiMine's investors include Hummer Winblad Venture Partners (HWVP), Wisconsin Investment Partners, Zetta Venture Partners.
- How much funding has OptiMine raised?
- OptiMine has disclosed $6.9M raised across 3 rounds.
- Where is OptiMine headquartered?
- OptiMine is headquartered in Minneapolis, US.