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TheShelf is re-inventing and streamlining native advertising.

  • Stage Product In Development
  • Industry Marketing / Advertising
  • Location San Francisco, CA, USA
  • Currency USD
  • Founded December 2011
  • Employees 2
  • Website

Company Summary

TheShelf is re-inventing native advertising, starting with the fashion vertical. Our technology discovers and accurately captures the unique style and influence-DNA of fashion bloggers, thus helping brands create relevant content marketing campaigns automatically. We are growing rapidly: we currently have 1900 bloggers on our platform (growing 50% MoM) and running pilots with 27 brands.


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    Atul Satyapal Singh
    CEO, Co-founder

    Undergrad from IIT Kharagpur, PhD from Rice University: both in CS. Research scientist at NEC labs prior to Shelf.
    1. At NEC, led the design and implementation of the first all optical data center network architecture. Results published at ACM HotNets’10, OFC’11, and USENIX NSDI’12.
    2. During my PhD, I designed and implemented the first Byzantine-fault tolerant replication middleware for online e-commerce services. Published at USENIX NSDI’09

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    Lauren Elizabeth Jung
    President, Co-founder

    Undergrad in Fine Arts: Furman University, grad school from Portfolio Center, Atlanta.
    1. Started a fabric/pattern design business Fabric is distributed worldwide, and featured in 4 magazines.
    2. Freelance web design for four other startup companies, as well as other small company sites.
    3. Art director for Infragistics, a software component company. Managed a team of three.

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    Mickey Goodman
    Advisor - Promotions Research

    Prof. Goodman's fields of expertise include Promotion Marketing, Retail Channel Marketing and Pricing. Prof. Goodman is a recognized industry thought leader in the areas of Promotion Marketing and Retail Marketing. He founded and ran Marketing Drive Worldwide which was acquired by IPG. He has served on the board of BzzAgent, a social media company acquired by Tesco.

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    Ashwin Navin
    Advisor - Operations

    Currently, CEO/Co-Founder at Flingo. He is also a founding partner at i/o ventures, an incubator program in San Francisco. Previously, he was Co-founder/President of BitTorrent, where he commercialized the technology, struck monetization and licensing relationships with advertising, media and hardware companies.

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    Lisa Hackner
    Investor / Advisor - Media and PR

    As executive VP of creative affairs, she was responsible for the creation of new programming for Telepictures’ core first-run syndication business, as well as being charged with identifying ideas and talent for the digital space. Oversaw the launch of Telepictures’ latest first-run series, talk show Anderson.


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    Stephane Levy | Cooley, LLP

Previous Investors

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    Lisa Hackner
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    Brett Bouttier
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