// startup autopsy

Matomy Money

Performance media that couldn't perform on its own

marketfitAcqui-hire

Fatal mistake: Launched as a standalone entity in a space already dominated by established ad networks without a differentiated product or sufficient funding to compete.

Founded	2009
Closed	2011
Country	Israel
Sector	Media

50%

Key Events Timeline

2009-01

FOUNDING

Matomy Money founded as a performance media spinoff from Matomy Media Group in Israel.

2010-06

FUNDING

Raised $1M in funding to develop performance-based media monetization products.

2010-12

PRODUCT LAUNCH

Launched monetization platform targeting mid-market publishers in Israel and the region.

2011-06

SHUTDOWN

Folded back into Matomy Media Group, effectively ending its independent operations.

Full Analysis

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Documented cause

Matomy Money, positioned as a performance-based media and monetization spinoff from Matomy Media Group, failed to establish itself as an independent venture. The startup raised only $1 million in funding, which...

proved insufficient to sustain operations and competitive growth. Operating in the highly saturated ad-tech and mobile advertising sector, Matomy Money struggled to differentiate itself from establis

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€1.8M

Peak valuation

HypeCycle · MoatType · ResearchTags

Matomy Money raised €1M before launched as a standalone entity in a space already dominated by established ad networks without a differentiated product or sufficient funding to compete. ended it. See the documented cause, verified lesson and all failure signals.

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Key Events Timeline

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