Marin Software

Marin Software files for IPO

February 15, 2013: 1:38 PM ET

Digital ad management platform provider Marin Software seeks a $75 million valuation.

By Kurt Wagner, reporter

121221105839-future-ipos-marin-software-gallery-horizontalFORTUNE -- San Francisco-based Marin Software filed a Form S-1 with the Securities and Exchange Commission Wednesday to begin an IPO. The company, which provides a digital ad management platform to customers such as Macy's (M) and Netflix (NFLX), is seeking a valuation of $75 million. Goldman Sachs (GS) and Deutsche Bank (DB) are lead underwriters for the offering.

The filing comes as no surprise -- Marin CEO Chris Lien was open about the company's plans to file when Fortune spoke with him in November. Marin declined to comment regarding Wednesday's filing.

Marin Software's platform specializes in maximizing advertising dollars for clients, especially around paid search, where advertisers bid on certain terms to get their message out to users searching for specific words or phrases. Marin's software can determine how much a search term is worth to an advertiser at any given time, meaning customers don't overpay for words and phrases.

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Since the company's founding in 2006, Marin has been doing its best to keep pace with the rapid growth of the online advertising industry. Advertisers worldwide are expected to spend more than $100 billion on digital ads in 2013, and U.S. spending on digital ads is expected to grow 13.9% over last year, according to eMarketer. "The upside for the digital marketplace, particularly for digital advertising is huge," says Clark Fredricksen, Vice President of Communications at eMarketer. "The digital ad market is certainly growing faster than all other types of advertising." In some cases, advertisers lack the sophistication to attack digital ad campaigns across multiple platforms without the help of a middleman, added Fredricksen. This is where Marin hopes to help.

Marin Software has more than 400 employees in 11 offices around the world, and reported $42.5 million in revenues and a $19.2 million net loss for the first nine months of 2012. This does not include revenue generated during the holiday season, Marin's busiest time of the year. In 2011, revenues were $36 million.

The company plans to trade on the NYSE under the ticker symbol MRIN.

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