Orange County technology startup veterans Ryan and Chad Steelberg are at it again.
Last year the brothers quietly started their fifth venture together, Irvine’s Brand Affinity Technologies Inc.
The company aims to automate celebrity endorsement deals and be a resource for advertisers targeting local markets with online ads.
It’s essentially a database that hooks up advertisers and marketers with celebrities and athletes in order to do endorsement deals.
“Our philosophy is that technology will help aggregate a large enough audience to attract an advertiser and to use technology to actually go get the advertiser,” Chief Executive Ryan Steelberg said.
Chad Steelberg, who wasn’t available for this story, is Brand Affinity’s chief technology officer and heads a team of a dozen programmers and engineers.
The company counts some 1,500 professional athletes in its database.
For more on this story, read the April 6 issue of the Business Journal.
