Metadata
B2B demand generation platform for campaign automation and revenue optimisation.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Metadata, Inc.
- Entity type
- COMPANY
- Founded
- 2015
- Company size
- 50–200
- Market role
- AdTech Vendor
- Official website
- metadata.io
What Metadata does
Metadata operates a B2B SaaS model centred on software subscriptions for marketing teams. It creates value by consolidating several functions that are often bought separately—campaign automation, audience activation, identity matching, experimentation and measurement—into a unified workflow layer. Rather than acting as a media owner, it sits on top of major ad platforms and CRM or marketing systems, helping customers run paid demand generation more efficiently and measure outcomes against pipeline and revenue. The acquisition of Reactful indicates an effort to expand the platform from ad execution into on-site optimisation and broader ABM orchestration.
Category differentiation
This is the B2B marketing software company Metadata, not the generic term 'metadata' used in data management. It is also not a foundational LLM provider; its AI features sit inside an adtech and martech workflow platform.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Metadata is a private US B2B marketing software company that provides a marketing operating system for demand generation teams. Its platform combines cross-channel paid campaign automation, audience construction, identity resolution, measurement and optimisation for B2B advertisers running campaigns across channels such as LinkedIn, Meta, Google and Reddit. The company’s products are aimed at demand generation, performance marketing, marketing operations and revenue teams that want to connect media execution more directly to pipeline and revenue outcomes. The business monetises primarily through enterprise SaaS subscriptions with annual contracts and pricing influenced by platform access and expected advertising spend. Its value proposition is reducing manual campaign operations, improving audience match rates, automating experimentation and bidding, and centralising attribution. The acquisition of Reactful broadened the platform beyond paid media into website personalisation and ABM-related workflow automation.
Business model & monetisation
Metadata primarily uses a SaaS subscription model with enterprise-oriented, quote-based pricing and annual contracts. Commercial structure combines platform access fees with pricing influenced by expected or supported advertising spend volume. Additional monetisation comes from higher-tier modules and add-ons spanning audiences, identity resolution, analytics and newer AI-driven orchestration capabilities. The model is ROI-led and designed for customers willing to invest significant media budgets alongside software spend.
- Platform subscriptions
- Annual SaaS contracts for core campaign automation and orchestration
- Spend-influenced pricing
- Commercial terms linked to expected advertising spend volume
- Audience and identity modules
- Add-on software and data functionality
- Analytics and measurement products
- Bundled or tiered software upsell
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Technology
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
No sufficiently sourced and dated signals are available for this view.
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Questions about Metadata
What is Metadata?
Metadata is a B2B marketing software platform that automates paid demand generation, audience building, measurement and optimisation across multiple channels.
Who uses Metadata?
Its users are B2B demand generation teams, performance marketers, ABM teams, marketing operations teams and revenue-focused marketing leaders.
How does Metadata make money?
It mainly makes money through enterprise SaaS subscriptions, typically sold on annual contracts with pricing influenced by platform access and advertising spend.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
18 publicly documented primary sources and citations linked across the market graph.
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