A global enterprise analytics platform with purpose
Our mission is to transform how modern businesses operate by unlocking the full value of their data
Our Origins
Tracer was born inside a global agency frustrated by fragmented data and delayed insights. What started as an internal solution to unify analytics and empower non-technical teams quickly grew into a platform that helps enterprises everywhere make data accessible, governed, and actionable in real time.
LEADERSHIP
Jeff Nicholson
Co-Founder, CEO
Jeff has been innovating in the media and tech space for 15+ years. Before joining Tracer, he was the first Chief Media Officer at VaynerMedia, where he spent five years scaling the business globally. He has also served as the Head of Ads at SocialCode, which was the largest spending agency on Facebook in North America. Prior to that, he was VP of Ads at LeadKarma, which sold to BankRate for $30MM. Currently, he sits on the advisory boards of Roku, Pinterest, and NextDoor.
Leighton Welch
Co-Founder, CTO
Leighton graduated from Harvard with a degree in Economics and Computer Science. Since then, he has worked with Jeff across three companies, providing economies of scale through technology. Prior to becoming the Chief Technology Officer at Tracer, Leighton was the VP of Engineering at VaynerMedia, and the Director of Consumer Insights at SocialCode.
Sarah Martinez
Chief Commercial Officer
Sarah Martinez is a revenue growth and go-to-market leader with 20 years of experience across publishing, ad tech, data, and measurement. She's built and scaled global commercial organizations at The New York Times, WPP, Yahoo!, Verizon Media, and most recently as Global Chief Revenue Officer at Integral Ad Science, partnering with top marketers and agencies to advance trust and transparency in digital media. Sarah brings deep expertise in GTM strategy, enterprise sales, and client leadership, with a track record of sustainable growth and innovative market expansion. She holds an M.A. from Syracuse University's Newhouse School and executive coaching and DE&I certifications from NYU and Cornell.
What Our Customers Say
"Our media capabilities are so large that manual reporting required the team to spend hours a week collecting data from the variety of platforms and sources. Then the team had to clean, merge, and find time to provide insights. Automating these processes with Tracer has been great for time savings and best of all building a team of thinkers versus doers."
Brandi Lalanne
Vice President, Data & Insights, Crispin
"Tracer has brought an unprecedented level of transparency to Papa Johns. Their technology has automated so much of the manual work associated with reporting that we're able to focus on what matters."
Chris Hawk
Director of Media Investment & Strategy, Papa Johns
"The bottom line is Tracer has significantly improved our analytics practice. It's allowed us to be faster and better in our data operations and outputs for clients - which allows us to focus our time and energy on outputs that support solving clients' biggest business challenges. This makes us a more impactful partner to all of our clients."
Vic Drabicky
Co-Founder & CEO, January Digital