Baird Capital Portfolio Company 'Appdetex' Rebrands as 'Tracer'

Today, Baird Capital portfolio company ‘Appdetex’ announced its formal rebranding to ‘Tracer.’

Baird Capital invested in the company in 2021 to help support their efforts in defending brands and ensuring customer trust in the digital buyer journey. As part of the rebrand, the company launched the next generation of its flagship Tracer Platform™.

The first-of-its-kind SaaS platform leverages human-in-the-loop (HITL) AI and machine learning (ML) to continuously trace, analyze and mitigate brand misuse across global Web2 and Web3 channels. Built on more than a decade of real-world brand protection experience, the Tracer Platform enables businesses to significantly decrease the mean time to detect (MTTD) and enforce (MTTE) instances of brand misuse.

Learn more about the rebranding and capabilities in the full announcement