41st Parameter Adds $13M

41st Parameter, a developer of device recognition technology for fraud prevention and online audience identification, has raised $13 million in Series D financing. Georgian Partners, Kleiner Perkins Caufield and Byers, Norwest Venture Partners and Jafco Ventures all participated in the round. 41stParameter is based in San Jose, Calif.


41st Parameter(R), the global leader in device recognition for fraud prevention and online audience identification, is pleased to announce $13M in Series D financing. Georgian Partners joins Kleiner Perkins Caufield and Byers (KPBC), Norwest Venture Partners (NVP) and Jafco Ventures in recognizing the growth potential for 41st Parameter’s cloud-based device recognition technology.


The new funding will be used to further fuel R&D — focused on both the flagship FraudNet platform and the AdTruth pro-privacy digital media device recognition division. In addition, the funds will be used to support 41st Parameter’s expansion as it builds up its presence in Silicon Valley and grows its sales and customer operations around the world.


41st Parameter has seen strong momentum for its FraudNet fraud detection and prevention platform within some of the world’s largest enterprises. The company is one of the fastest growing players in the industry, with 40% year over year growth in H2 2011 while building a record pipeline of deferred revenue. On the AdTruth side of the business, 41st Parameter is solving the audience identification, targeting and consumer privacy needs of a rapidly evolving global digital media industry across desktop, mobile and other emerging platforms.


“41st has built an impressive reputation as an industry leader by using applied analytics to recognize and prevent fraud,” said Justin LaFayette, a managing partner at Georgian Partners. “They have also been successful in applying their established device recognition technology to the complex world of digital media. 41st Parameter is a perfect example of maximizing R&D investment across multiple market categories.”


“As electronic and online payment methods continue their rapid growth, there is — and will continue to be — a critical need to identify and stop fraud in the global ecommerce, banking and travel industries,” said Alan Naumann, chief executive officer at 41st Parameter. “Coupled with the demand in the digital media space, we have a real opportunity to solve two critical business problems with our best-of-breed core technology. We’re excited by the challenge and thankful for the support of our investors.”


As mentioned above, 41st Parameter will use these new funds to:



—  Continue to develop new functionality for FraudNet — the leading

anti-fraud solution used by 75 percent of the world’s top banks, two

thirds of the world’s largest airlines, more than 120 of the top

global ecommerce brands and thousands of SMB ecommerce retailers, 41st

Parameter continues to innovate to stay ahead of current and emerging


—  Establish AdTruth as a leader in pro-privacy device recognition —

already able to solve many of the audience identification challenges

for desktop and mobile advertisers, including those caused by Apple’s

recent decision to deprecate UDID. AdTruth has also been widely

recognized for its efforts to meet the needs of digital marketers

while adhering to global privacy regulations and respecting consumers’

desire for greater transparency and control over how their personal

information is used.

—  Grow the company’s presence in Silicon Valley, attracting top

engineering talent.

—  Expand worldwide sales channels — further strengthening and extending

direct sales operations and channel partners around the world.




“These are exciting times for 41st Parameter,” continued Naumann. “The opportunities are there and our investors are behind us as we look to the future.”


About 41st Parameter In a world where people are increasingly reliant on a variety of internet-connected devices for everything from banking to booking travel to shopping, preventing online fraud and creating relevant customer experiences are constant and complex business challenges. 41st Parameter, the global leader in device recognition and intelligence, combines its patented technologies and years of expertise to identify devices without cookies, without compromising privacy and without impacting performance. The company’s FraudNet platform protects businesses from fraud before it happens. AdTruth, the company’s digital media division, gives marketers a new and better way to recognize and reach their most valuable audiences across all types of devices. These privacy compliant solutions help keep the Internet more secure and relevant for everyone. To learn more about 41st Parameter visit www.the41st.com .