15:00 uur 28-02-2023

Tracer Acquires Mad Power Technologies to Support European Business Expansion

Acquisition Will Expand Customer Support Across Europe and Establish Center of Excellence for AI and Data Science in Madeira, Portugal

SALT LAKE CITY–(BUSINESS WIRE)– Tracer, the leader in brand protection and brand success, today announced the acquisition of Mad Power Technologies, a firm that provides AI and machine learning services with expertise in data capture and modeling, data engineering and advanced analytics, and cloud-based application delivery. Located in Madeira, Portugal, Mad Power Technologies will be the global Center of Excellence for Tracer AI and Data Science, extend Tracer’s European expansion, and accelerate customer support across Europe.

“Digital scamming, brand misuse and phishing have become increasingly pervasive across all geographies, as sophisticated networks of bad actors seek to take advantage of businesses and their customers through online fraud and brand infringement,” said Rick Farnell, CEO of Tracer. “The acquisition of Mad Power Technologies provides a team of seasoned AI experts, developers and analysts to accelerate our pace of innovation and expansion into EMEA markets. Customers of all sizes across the globe are telling us that legacy brand protection offerings lack innovation and aren’t keeping up with the needs of their business. With our modern human-in-the-loop (HITL) AI approach, we are innovating to meet the current and future needs of the global market and delivering world class business outcomes for the time to trace (TTT), time to recommend (TTR) and time to take down (TTTD) instances of online brand misuse. We will continue to invest in our Tracer platform as we set the standard for brand success.”

Tracer to Establish Center of Excellence for AI and Data Science

With the Mad Power acquisition, Tracer has established a Center of Excellence (CoE) for AI and Data Science in Madeira, Portugal, to continue developing talent in AI and software development. The CoE for AI and Data Science will accelerate Tracer’s product innovation for HITL AI and machine learning including computer vision, natural language processing and sentiment analysis. Tracer will also establish its global Academy Training Program in Portugal, which will enable the company to train technology talent in the fields of AI, data science and software engineering. Since the launch of the partnership between Mad Power and Tracer, the CoE has onboarded 60 new employees dedicated to technology innovation.

The CoE for AI and Data Science will accelerate Tracer’s ability to process and analyze massive volumes of data across digital channels to prevent brand misuse, uncover market insights and accelerate brand success. Across traditional Web2 and emerging Web3 channels, brands today face a growing number of sophisticated digital threats. Failure to identify and mitigate risks quickly can lead to copyright and trademark infringements, brand impersonation, digital counterfeiting and other types of brand misuse.

The company’s flagship product, Tracer Protect, is the first-of-its-kind SaaS platform that leverages HITL AI and machine learning to continuously trace, analyze and mitigate brand misuse across global Web2 and Web3 channels. By incorporating human judgment at key decision points, the Tracer Platform enables continuous improvement to the platform’s AI and machine learning models and algorithms.

To learn more, visit the website or build your customized Tracer Analysis and brand misuse report.

Additional Resources

About Tracer

Tracer accelerates Brand Success for the world’s most-loved brands, including four of the top five most valuable global businesses. In today’s landscape of highly sophisticated digital threats and hyper-competition, the stakes have never been higher for businesses to identify risks and opportunities across the evolving digital universe. The Tracer Platform mitigates digital brand misuse to preserve authentic customer interactions and uncovers new categories of dynamic market insights to fuel better business decisions. TracerAI™ technology continuously captures and filters data from thousands of global Web2 and Web3 digital sources, including domains and websites, marketplaces, social media, mobile apps and app stores, search engines, NFT marketplaces, metaverse environments, Web3 domains and more. TracerAI applies a suite of advanced, human-in-the-loop AI and machine learning approaches to analyze and correlate instances of brand use and misuse across this digital landscape. This allows businesses to “see the unseen” and control the use of their brand online, improving brand integrity to increase customer loyalty and satisfaction. The platform’s market-leading Tracer Protect product for online brand protection provides real-time monitoring and analysis of IP and copyright infringement, fraud, brand impersonation, digital and digital-plus-physical counterfeiting and other forms of brand misuse. This enables businesses to prevent brand misuse before it has a chance to damage their brands. For the highest level of security for valuable domains, Tracer Registrar provides enterprise-grade corporate domain registration and management so businesses can protect their brand for the long-term from the start. Built on more than a decade of real-world brand protection experience, the Tracer Platform yields rapid infringement detection with market-leading accuracy, leading to vastly faster time to detection and enforcement.


Kelsey LaBarbera

Bhava Communications for Tracer

+1 (925) 338-1056

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