Supply-side platform (SSP) and data business 33Across has been pursuing a sale via investment banking firm Centerview Partners, according to four sources familiar with the matter.

The sale process has been going on for several months, three sources said.

The deal was sent out to new investors in April, according to a source familiar. That source said revenue was between $30-$35 million.

“33Across continues to innovate our cookieless solution Lexicon ahead of Google’s third-party cookie deadline and has gained significant marketplace adoption,” 33Across CEO Eric Wheeler told ADWEEK. “Naturally, this has attracted both commercial and strategic interest.”

Adtech M&A has been picking up recently, especially among SSPs, an area of adtech that some say has been plagued by a lack of differentiation. Earlier this month, SSPs Beachfront and Sharethrough were both respectively acquired.

“Generally in adtech, there are two types of deals that happen. One that happens very, very fast because two firms get together and they see the synergy,” a second source familiar with the deal said. “Or deals that are marketed and take 12 months on average. In adtech, taking this long is not unusual.”

Founded in 2007, 33Across has operated several different businesses.

It started out helping brands use social data but pivoted to an exchange business in 2018 when the popularity of programmatic advertising made the first venture less viable, Wheeler told Forbes in 2018.  

Over the last few years, 33Across has been focused on its cookieless identity solution, Lexicon, which it launched in 2021.

Over 45,000 publishers have deployed the ID, according to data from metadata firm Sincera, making it the fifth most popular ID this week that it is tracking. Wheeler said that this data doesn’t capture the full extent of Lexicon’s usage because it doesn’t account for server-side data.

Oracle’s eventual shutdown of its advertising services this Sept. will likely send some ripples into the wider adtech ecosystem. In 2016, 33Accross announced it had partnered with Oracle Data Cloud to sell 33Across’s 200 audience segments (at the time) to marketers to target users in the broader programmatic market. Oracle’s exit from the ad business will impact 33Across revenues, said a source familiar with the company’s financials.

Wheeler said the impact of Oracle’s shutdown on 33Across’s revenue is inconsequential.