The company, which owns Credit Karma, TurboTax, QuickBooks, and Mailchimp, launched the SMB MediaLabs business in 2023 as a way for advertisers to target QuickBooks customers across the web. In the process, Intuit aimed to build out a new revenue stream for its own business.

Small business owners use QuickBooks to manage accounting, payroll, and other administrative tasks. SMB MediaLabs aimed to be a reliable pool of data focused on small businesses, something that’s not easy to find, Dave Raggio, vice president of U.S.