Observed Signal · Sep 2, 2026 · Product Launch · Source: AdExchanger · Impact: 2/5 · Sentiment: Positive
Vendor Assessment & Discovery Market: CartographAI launches accelerator to help ad tech vendors market themselves
CartographAI, a startup founded by former Goodway Group CEO Jay Friedman and former McKinsey analyst Danilo Tauro, helps advertisers and agencies evaluate ad tech vendors using buyer-centric criteria rather than marketing materials. The company, launched earlier this year, provides free vendor rankings on its website, white-glove consulting services, and a new accelerator program that charges ad tech vendors between $1,000 and $3,000 per month for analyst-level insights on how to market their solutions. Early participants include The Trade Desk, Viant, MNTN, Adelaide, Optable, Gamera, Clinch and others. The rankings group vendors into vertical categories, scoring them as emerging, capable or advanced across five category-specific criteria. CartographAI plans to introduce an AI analyst solution later this year to further automate vendor discovery and RFP processes.
Introduces a new vendor assessment and go-to-market intelligence service for the ad tech industry; relevant for buy-side and sell-side decision-makers but not an industry-shifting platform event.
Key Takeaways & Evidence Grounding
- CartographAI was founded by Jay Friedman and Danilo Tauro and launched earlier this year.
- The company offers free vendor rankings covering about 1,000 ad tech companies, grouped by vertical market and scored on five criteria.
- CartographAI's accelerator program charges vendors $1,000 to $3,000 per month for market intelligence and go-to-market guidance.
- Participating vendors include The Trade Desk, Viant, MNTN, Adelaide, Optable, Chalice, Gamera, Clinch, Evertune, Eulerity, TAU, Bright Mountain, Version2, NativeAds, QRate and Narrative.
- CartographAI plans to launch an AI analyst solution later this year.
Connected Companies & Entities
13 Entities mappedChalice AI
Outcome-based programmatic advertising software for advertisers and agencies.
“The accelerator program has already assembled a roster of ad tech vendors, including The Trade Desk, Viant, MNTN, Adelaide, Optable, Chalice...”
Viant
Independent DSP focused on CTV, identity and omnichannel measurement.
“The accelerator program has already assembled a roster of ad tech vendors, including The Trade Desk, Viant, MNTN, Adelaide, Optable, Chalice...”
MNTN
Self-serve connected TV advertising platform for performance marketers.
“The accelerator program has already assembled a roster of ad tech vendors, including The Trade Desk, Viant, MNTN, Adelaide, Optable, Chalice...”
Bright Mountain Media
Integrated adtech, insights, agency and digital media platform.
“The accelerator program has already assembled a roster of ad tech vendors, including The Trade Desk, Viant, MNTN, Adelaide, Optable, Chalice...”
P&G
Global consumer goods company selling household and personal care brands.
McKinsey & Company
Global management consultancy with software, AI and transformation delivery capabilities.
“Danilo Tauro, a former McKinsey analyst who also previously headed up Procter & Gamble’s vendor analysis and risk assessments....”
Narrative I/O
Enterprise data collaboration, identity and monetisation platform.
“The accelerator program has already assembled a roster of ad tech vendors, including The Trade Desk, Viant, MNTN, Adelaide, Optable, Chalice...”
Goodway Group
Independent media consultancy blending commerce activation, measurement, and programmatic buying.
“CartographAI is the brainchild of former Goodway Group CEO Jay Friedman and Danilo Tauro....”
Clinch
Omnichannel ad workflow platform for creative, activation and measurement.
“The accelerator program has already assembled a roster of ad tech vendors, including The Trade Desk, Viant, MNTN, Adelaide, Optable, Chalice...”
Adelaide
Attention measurement software for cross-channel media quality and optimisation.
“The accelerator program has already assembled a roster of ad tech vendors, including The Trade Desk, Viant, MNTN, Adelaide, Optable, Chalice...”
Optable
Privacy-first audience and identity infrastructure for publishers.
“The accelerator program has already assembled a roster of ad tech vendors, including The Trade Desk, Viant, MNTN, Adelaide, Optable, Chalice...”
The Trade Desk
Independent DSP for omnichannel programmatic advertising on the open internet.
“The accelerator program has already assembled a roster of ad tech vendors, including The Trade Desk, Viant, MNTN, Adelaide, Optable, Chalice...”
Gamera
Inventory quality and monetisation software for publishers and programmatic buyers.
“The accelerator program is particularly valuable for helping an ad tech startup like Gamera, a media quality platform that launched in 2022,...”
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