In the hyper-competitive world of ad tech, where giants like Google and The Trade Desk dominate headlines, diDNA operates in the shadows. With just 23 employees and $2.6M in revenue, this isn't a story about scaling to a billion-dollar valuation—it's about dominating a specific, high-stakes vertical: sports publishing.

"diDNA isn't trying to be the next Google Ad Manager; it's building the essential toolkit for sports publishers who need to monetize every impression without drowning in complexity."

The leadership team, led by CEO Deke Hooper, appears stable and focused. With a lean structure—Joshua Calcanis and Josh Calcanis leading sales alongside Luke Cronlund in Product—they are built for execution, not bloat. The absence of public funding data suggests they are bootstrapped or profitable, a rare and enviable position in the ad tech space where burn rates are typically astronomical.

• Niche Dominance: Deep integration with sports publishing tech stacks (Prebid, SSPs).
• Lean Operations: 2.6M revenue / 23 employees = ~$113k revenue per employee.
• Direct Audience: High direct traffic signals strong product loyalty.
• Trustpilot Reality: A 2.9/5 rating from 2 reviews suggests early-stage growing pains or a focus on enterprise over consumer sentiment.