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§ Private Profile · Sunnyvale, CA, USA
Online comparison shopping engine and product search technology company for e-commerce shoppers, focused on price comparison.
Become is an online comparison shopping engine and product search technology company based in Sunnyvale, California, that connects e-commerce shoppers with digital advertisers. The platform enables consumers to search for specific items, compare retail prices across various merchants, and evaluate product reviews to make informed purchasing decisions. To monetize its search traffic, the business utilizes a model focused on cost-per-click advertising, affiliate marketing networks, and targeted lead generation for online retailers. During its primary operational growth phase, the enterprise raised over $30 million in venture capital funding from prominent investors including TPG Growth, Transcosmos, and Ron Conway. The organization subsequently expanded its international market presence by acquiring the European shopping aggregator Pangora in 2007 before transitioning into a legacy affiliate platform. Become was originally founded in 2004 by technology entrepreneurs Michael Yang and Yeogirl Yun.
Become has raised $24.5M across 3 funding rounds.
Become has raised $24.5M in total across 3 funding rounds.
Become has raised $24.5M in total across 3 funding rounds.
Become's investors include Benson Oak Ventures, Magenta Venture Partners, Entr e Capital, iAngels, RIO Ventures Holdings, Viola Credit, OMERS Ventures.
Become has raised $24.5M across 3 funding rounds. Most recently, it raised $12.5M Debt / Series A in October 2019.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Oct 29, 2019 | $12.5M Debt Financing | Benson OAK Ventures, Magenta Venture Partners | Entr E Capital, IAngels, RIO Ventures Holdings, Viola Credit | Announced |
| Jul 1, 2005 | $7M Series B | — | OMERS Ventures | Announced |
| Aug 1, 2004 | $5M Series A | — | OMERS Ventures | Announced |
Become is a technology company specializing in cloud-based performance marketing and SaaS solutions tailored for online retailers, web and mobile publishers, and online shoppers.[7] It addresses key challenges in digital advertising and e-commerce by providing tools that optimize marketing performance, streamline publisher monetization, and enhance shopper experiences through data-driven insights and automation. While specific growth metrics are not detailed in available sources, its focus on scalable SaaS positions it within the competitive performance marketing sector, serving businesses seeking efficient, measurable ROI in online channels.[7]
Limited public information exists on Become's founding details, such as specific year, founders, or early traction milestones. As a SaaS provider in performance marketing, it likely emerged during the growth of digital advertising ecosystems, where demand for cloud-based tools surged to handle increasing online retail and publisher needs.[7] Its development aligns with broader tech startup patterns, including assembling technical teams and validating ideas for market fit, though no pivotal moments like seed funding or product launches are documented here.[1][4]
Become stands out in the performance marketing space through:
These elements emphasize ease of use and direct business impact, though developer experience or community specifics are not elaborated in sources.
Become operates amid the trend where every company is becoming a tech company, riding digital transformation waves in e-commerce and marketing.[5][6] Its timing capitalizes on post-pandemic surges in online retail and publisher monetization, fueled by market forces like AI-driven personalization, cloud adoption, and real-time analytics demands.[5][2] By enabling adaptive digital strategies, Become influences the ecosystem, helping non-tech firms integrate performance marketing to stay competitive, innovate at scale, and respond to dynamic consumer behaviors.[5][6][7]
Become is poised to expand as performance marketing evolves with AI, automation, and deeper e-commerce integration, potentially enhancing its SaaS with predictive tools for retailers and publishers. Trends like adaptive digital enterprises and continuous tech iteration will shape its path, amplifying influence in a landscape where tech underpins all commerce.[5][2] As online shopping and publishing scale, Become could drive broader ecosystem efficiency, tying back to its core strength in delivering targeted, cloud-powered solutions for measurable growth.[7]