Tracer - About the company
Tracer is a series C company based in Boise (United States), founded in 2012 by Faisal Shah. It operates as a Provider of brand protection against counterfeiting, trademark infringement, and impersonation. Tracer has raised $37M in funding from investors like EPIC Ventures, First Analysis and Baird Capital. The company has 88 active competitors, including 11 funded and 2 that have exited. Its top competitors include companies like Smart Protection, CertiEye and BrandVerity.
Company Details
Provider of brand protection against counterfeiting, trademark infringement, and impersonation. The company offers technology to monitor digital channels and remove detections. It streamlines workflows and enhances operational efficiency through artificial intelligence agents. The platform analyzes data to provide business intelligence insights for brand presence.
- Website
- www.tracer.ai/
- Social
- Email ID
- *****@tracer.ai
- Phone Number
- +1 **********
- Registered Address
- Boise, Idaho
Key Metrics
Founded Year
2012
Location
Boise, United States
Stage
Series C
Total Funding
$37M in 8 rounds
Latest Funding Round
Investors
Ranked
1st among 88 active competitors
Employee Count
154 as on Aug 31, 2026
Investment & Acquisitions
Legal entities associated with Tracer
Tracer is associated with 2 legal entities given below:
Legal Entity Name | Date of Incorporation | Revenue | Latest Employee Count | Documents |
|---|---|---|---|---|
FOCUS IP, INC. CIN: 167636191 , United States, Active | May 26, 2020 | - | - | - |
APPDETEX CIN: 454833973 , United States, Active | Dec 26, 999 | - | 62 (As on Dec 31, 2024) | - |
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Tracer's funding and investors
Tracer has raised a total funding of $37M over 8 rounds. Its first funding round was on Nov 06, 2013. Tracer has 4 institutional investors.
Here is the list of recent funding rounds of Tracer:
Filter this list
Filter this listDate of Funding | Funding Amount | Round Name | Post-Money Valuation | Revenue Multiple | Lead Investors | Other Investors |
|---|---|---|---|---|---|---|
Nov 29, 2023 | 4066923 | Series C | 6184095 | 7701277 | 8790370 | 5916318 |
Aug 27, 2020 | 6691278 | Series C | 9045859 | 2635788 | 1405811 | 3362963 |
Jan 03, 2019 | 6806435 | Series B | 9931100 | 5077373 |
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Tracer's founders and board of directors
Founder? Claim ProfileThe founders of Tracer is Faisal Shah. Rick Farnell is the CEO of Tracer.
Here are the details of Tracer's key team members:
- Faisal Shah: Founder of Tracer and founder of 2 other companies, MarkMonitor and Appdetex. They are also an angel investor in 2 startups and serve on the board of 1 company.Contact Info: 1 email address
- Rick Farnell: CEO of Tracer. They serve on the board of 1 company.Contact Info: 2 email addresses
Tracer's Board of Directors
Tracer's board has 12 active members. Faisal Shah, Nick Efstratis, Howard Smith, Judi Archbold, Terrence Wise, Adam Busch, George James Mulhern, John Rubocki, Mark R. Anderson, James Pavlik, Rick Farnell and George Mulhern are independent board members.Here is the list of Tracer's board of directors:
Name | Type | Representing | Status | Duration |
|---|---|---|---|---|
Independent board member | - | Current | 12y 10m | |
yqgyfai | Independent board member | - | Current | 1y 1m |
jrjkayf | Independent board member | - | Current | 3y 1m |
qllpjhf | Independent board member | - | Current | 5y 4m |
lpnnzux | Independent board member | - | Current | 5y 6m |
znxmtif | Independent board member | - | Current | 4y 3m |
tjyuqlg | Independent board member | - | Current | 3y 6m |
alzhwzx | Independent board member | - | Current | 3y 1m |
nyor{lr | Independent board member | - | Current | 4y 4m |
zdeezxa | Independent board member | - | Current | 7y 9m |
kxcjfhl | Independent board member | - | Current | 3y 4m |
ebcltrd | Independent board member | - | Current | 3y 6m |
View details of Tracer's Founder profiles and Board Members
Tracer's employee count trend
Tracer has 154 employees as of Aug 26. Here is Tracer's employee count trend over the years:
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Tracer's Competitors and alternates
Top competitors of Tracer include Smart Protection, CertiEye and BrandVerity. Here is the list of Top 10 competitors of Tracer, ranked by Tracxn score:
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Rank | Company Details | Short Description | Total Funding | Investors | Tracxn Score |
|---|---|---|---|---|---|
1st |  Tracer 2012, Boise (United States), Series C | Provider of brand protection against counterfeiting, trademark infringement, and impersonation | $37M | 49/100 | |
2nd |  Smart Protection 2015, Madrid (Spain), Series B | Provider of software identifying and removing digital brand protection threats | $23.7M | 44/100 | |
3rd |  CertiEye 2012, Coventry (United Kingdom), Unfunded | Platform offering brand protection solutions | - | - | 43/100 |
4th | BrandVerity 2008, Seattle (United States), Acquired | Brand protection monitoring and paid search tools | - | - | 41/100 |
5th | GenefiedTech 2017, Delhi (India), Seed | AI-based loyalty solutions for businesses | $55.2K | - | 40/100 |
6th | Provides a platform for brand management | $4.81M | 38/100 | ||
7th |  O4S 2017, East Norriton (United States), Series A | Cloud based rebate automation and loyalty management platform | $11M | 38/100 | |
8th |  CounterFind 2016, Dallas (United States), Seed | Brand protection software and solutions | $1.59M | 37/100 | |
9th | Brand protection software for enterprises | $5.05M | 37/100 | ||
10th | Company offers AI-native franchising and licensing platform for brand expansion | - | - | 37/100 |
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Tracer's Investments and acquisitions
Tracer has acquired Mad Power Technologies. Tracer has not made any investments as of now.Reports related to Tracer
Here is the latest report on Tracer's geography:
News related to Tracer
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Introducing Tracer Protect for ChatGPT: Launch of Brand Safety Monitoring in AI ChatbotsTracer•Jun 30, 2025•Tracer
•
Tracer AI Launches Tracer Protect for ChatGPT to Monitor and Neutralize AI Chatbot ThreatsTechBuzz•Jun 30, 2025•Tracer
•
Tracer Wins AI Luminaries & Top AI-Enabled Retail Product at SiliconANGLE CUBEd AwardsTracer•Feb 18, 2025•Tracer
•
Tracer Announces Flora, the Domain-Specific Agentic AI System Built for Brand ProtectionBusiness Wire•Sep 12, 2024•Tracer
•
Tracer Announces Flora, the Domain-Specific Agentic AI System Built for Brand ProtectionMarTech Series•Sep 12, 2024•Tracer
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Tracer Announces Flora®, the Domain-specific Agentic AI System Built for Brand ProtectionTracer•Sep 12, 2024•Tracer
•
Tracer Fortifies Leadership Team as Demand for Brand Protection and Cybersecurity Measures SkyrocketsMarTech Series•Apr 23, 2024•Tracer
•
Tracer Fortifies Leadership Team as Demand for Brand Protection and Cybersecurity Measures SkyrocketsTracer•Apr 22, 2024•Tracer
•
Tracer Acquires Mad Power Technologies to Support European Business ExpansionBusiness Wire•Feb 28, 2023•Tracer, Mad Power Inc
•
Tracer Acquires Mad Power Technologies to Support European Business ExpansionTracer•Feb 28, 2023•Tracer
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