// startup autopsy
Triggit
Facebook retargeting pioneer killed by its own platform dependency
platform dependencyAcqui-hire
Fatal mistake: Triggit built its entire business model on Facebook's advertising API without diversifying to other platforms, making it completely vulnerable when Facebook changed its policies.
Key Events Timeline
FOUNDING
Triggit founded to build performance advertising technology leveraging real-time bidding infrastructure.
PRODUCT LAUNCH
Launched Facebook-specific retargeting product via FBX, becoming one of the first and most prominent Facebook retargeting platforms.
FUNDING
Raised final funding round totaling $18.45M as Facebook began signaling changes to its third-party advertising ecosystem.
REGULATORY ACTION
Facebook announced major changes to FBX and shifted ad buying power internally, directly undermining Triggit's core business model.
SHUTDOWN
Triggit was acqui-hired as its FBX-dependent business became unviable; team absorbed by acquirer, product discontinued.