Tracer provides brand protection software that utilizes Human-in-the-Loop AI and machine learning to detect and enforce against brand abuse on digital platforms.

Tracer

Software Development

Tracer - Enforcement

Tracer | 4,752 followers on LinkedIn. Brand Success Delivered. | Tracer is revolutionizing the brand protection industry with its advanced AI platform, setting new benchmarks in detecting, reviewing, and removing brand abuse with unmatched accuracy, speed, and scale. By leveraging over a decade’s worth of brand data with dynamically tuned Human-in-the-Loop AI and deep expertise of industry professionals, Tracer has become the chosen solution provider for some of the world’s most valuable brands. 

Tracer helps brands preserve their intellectual property and brand integrity globally, ultimately amplifying customer trust, loyalty, and satisfaction.

Co-Founder and Managing Director at EPIC Ventures

Nick Efstratis

Corporate Executive/CEO and Board Director

George Mulhern

Alan Spencer

Chief Financial Officer at Tracer

Adam Busch

Are you attending the annual INTA Leadership Meeting happening this week? Don't miss the chance to connect with Tracer ’s VP, Centers of Excellence, Nancy Merritt! It's the perfect opportunity to reconnect with friends and colleagues while diving into the latest trends in online brand protection. Hope to see you there! #onlinebrandprotection #aiforgood #Trademark #networking

If cybercrime were a country, it would be the world's third largest economy. Visit TRACER.AI to learn why 10 out of 10 fraudsters do not recommend using Tracer .

The holiday shopping season is prime time for counterfeiters looking to exploit unsuspecting consumers. In response, the Better Business Bureau (BBB) has released timely guidance on spotting and avoiding fake products. At Tracer , we share the BBB's commitment to protecting businesses and shoppers from the dangers of counterfeits. Tune into our Tracer Talks episode featuring Tracer CEO Rick Farnell alongside Maral Behnam-Garcia and Julien Dudouit from eBay. Learn how Tracer collaborates with leading e-commerce platforms to combat the rise of illicit goods. https://lnkd.in/gquZsstU View the full video here: https://lnkd.in/gby8SAQe #CounterfeitGoods #BrandProtection #ConsumerSafety #HolidayShopping #aiforgood

Will you be at the Anti-Counterfeiting World Law Summit - 7 November ? Be sure to meet with the Tracer team to share insights and explore the latest trends around online brand protection and AI! Shanila Rattansi and Daniele Tedoldi will be in attendance and look forward to connecting with you. See you there! #Networking #onlinebrandprotection #aiforgood #anticounterfeiting

The explosive rise of AI-generated deepfakes has reached alarming levels, with celebrities increasingly falling victim to unauthorized use of their likeness in deceptive content. This growing trend mirrors a concerning pattern in the business world, where bad actors are weaponizing AI to exploit well-known brands' intellectual property and deceive consumers through sophisticated impersonation schemes. For expert insights into this evolving threat landscape, tune into our Tracer Talks episode featuring Marc H. Trachtenberg from Greenberg Traurig, LLP and Tracer CEO Rick Farnell as they explore how artificial intelligence is enabling more coordinated attacks on brands. https://lnkd.in/eWAzACJ2 https://lnkd.in/g3X-tMpb #AIthreats #BrandProtection #IntellectualProperty #Deepfakes #ArtificialIntelligence

Learn why 40% of Tracer 's customers have never spent money in Brand Protection prior to the Gen AI revolution. We're seeing a shift in brand protection: it’s no longer just a legal issue but a business-wide challenge. Effective solutions require collaboration across departments—legal, marketing, product, and security—all impacted by nefarious activities and bad actors infringing on their brand. By integrating expertise beyond legal, we can build a comprehensive program that addresses brand problems holistically. Learn more about the Tracer Experience with Rick Farnell and Colby Hall now: https://lnkd.in/gTmi87p3 #BrandProtection #LegalCollaboration #BusinessStrategy #aiforgood #tracerai

TechBuzz News: Tracer announces Flora an AI-powered assistant, designed for brand and consumer protection. Flora represents a significant leap forward in AI-powered brand protection. In our fast evolving digital world, cyberthreats to brands and consumers are growing exponentially. Tracer's AI agents are designed to protect brands by offering intelligent tools to safeguard their reputation and their consumers online. At Tracer, we’re proud to be at the forefront of GenAI to protect the integrity and digital authenticity of global brands. Thank you to TechBuzz News for highlighting our mission and celebrating this milestone with us. To read the full article, click here: https://lnkd.in/evRHYVpW

Infringement removal: speed, accuracy, and compliance with Tracer AI In brand protection, speed and accuracy are crucial. Tracer measures "time-to-live" as the time from detection to takedown. The faster we act, the lower the risk for brands and consumers. Using an AI agent architecture and world class computer vision helps Tracer to act swiftly, efficiently, and deliver the industry's fastest time to takedown. Listen in on the discussion between CEO, Rick Farnell and Director of Tracer Experience, Colby Hall . Watch Now: https://lnkd.in/gTmi87p3 #LegalTech #tracerai #onlinebrandprotection #aiforgood #efficiency

AI and automation are a must in brand protection, but partnerships and relationships are equally as important. Combining world class AI with partnerships that are built on years of trust and collaboration are a winning combination for Tracer . Learn how this strategy of technology and relationships helps Tracer achieve the brand protection industry's fastest time-to-takedown and compliance rates for our brand customers. Click here to watch the full video with our VP, Brand Protection Centers of Excellence, Nancy Merritt, and CEO, Rick Farnell : https://lnkd.in/gud8R3X9 #onlinebrandprotection #aiforgood #tracerai #collaboration

Pay for outcomes, not hours. Tracer’s dynamic platform and pricing offers adaptable solutions that empower brands to seamlessly navigate seasonal shifts and evolving priorities in their marketing and brand protection strategies. The Tracer Experience ensures our customers have the most flexibility to fit their needs. View the entire conversation between CEO, Rick Farnell and Director of Tracer Experience, Colby Hall here: https://lnkd.in/gTmi87p3 #RetailReady #DynamicPricing #TracerExperience #aiforgood #onlinebrandprotection #innovation

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Owner

Alfred Bianchi

Co-Founder

Bryan Pemberton

Co-Founder and Chairman

Faisal Shah

IT Product Manager/Owner

Nicole Bledsoe

Business Management

Creative Director/Graphic Designer

Jaylene Lee-Wood

Director of Research Development

Matthew Acton

Human Resources

Taryn Grinsteiner

Director of Engineering

Will Fleury

Product Marketing Leader, Domain Management / Brand Protection Specialist

Alison Simpson

Brent Hill

Howard Smith

James E. Pavlik

Rick Farnell

Terry Wise

Chief Business Officer

Co-Founder, Chairman and Chief Strategy Officer

Eliano Marques

Chief Product & AI Officer

Sarah Martinez

Chief Commercial Officer

United States Startups Founded in 2012

First Analysis Portfolio Companies

SaaS Companies With More Than 50 Employees

SaaS Companies With Less Than $500M in Revenue (Top 10K)

Tracer accelerates Brand Success for the world’s most-loved brands, including four of the top five most valuable global businesses. In today’s landscape of highly sophisticated digital threats and hyper-competition, the stakes have never been higher for businesses to identify risks and opportunities across the evolving digital universe. The Tracer Platform mitigates digital brand misuse to preserve authentic customer interactions and uncovers new categories of dynamic market insights to fuel better business decisions. TracerAI™ technology continuously captures and filters data from thousands of global Web2 and Web3 digital sources, including domains and websites, marketplaces, social media, mobile apps and app stores, search engines, NFT marketplaces, metaverse environments, Web3 domains and more. TracerAI applies a suite of advanced, human-in-the-loop AI and machine learning approaches to analyze and correlate instances of brand use and misuse across this digital landscape. This allows businesses to “see the unseen” and control the use of their brand online, improving brand integrity to increase customer loyalty and satisfaction. The platform’s market-leading Tracer Protect product for online brand protection provides real-time monitoring and analysis of IP and copyright infringement, fraud, brand impersonation, digital and digital-plus-physical counterfeiting and other forms of brand misuse. This enables businesses to prevent brand misuse before it has a chance to damage their brands. For the highest level of security for valuable domains, Tracer Registrar provides enterprise-grade corporate domain registration and management so businesses can protect their brand for the long-term from the start. Built on more than a decade of real-world brand protection experience, the Tracer Platform yields rapid infringement detection with market-leading accuracy, leading to vastly faster time to detection and enforcement.

Baird Capital

Series C - Tracer

First Analysis

Series B - Tracer

EPIC Ventures

Venture Round - Tracer

Seed Round - Tracer

Computer and Software Services and Scientific Services

Salt Lake City

Utah

United States

North America

Tracer Strengthens Market Position Through New Enterprise Partnerships and Appointment of Chief Commercial Officer

Harnessing agentic AI for brand protection: An overview of Tracer’s approach

Tracer Awarded 2024 Innovation Award by Business Intelligence Group

Tracer Acquires Mad Power Technologies to Support European Business Expansion

Appdetex Names Rick Farnell As Chief Executive Officer

Startup Central: Appdetex, Retrolux, Micron make announcements

Appdetex lands new investor, additional funding

Appdetex Accelerates Growth With $12.2 Million Financing Led by Baird Capital

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