For years, digital marketing promised clarity, precision, and growth. Instead, many teams found themselves locked inside opaque platforms, guessing at what worked while budgets grew and insights shrank. As third-party cookies faded and privacy rules reshaped the landscape, the gap between promise and reality became harder to ignore. Meet Untitled, a company and a platform that were built to close that gap.
Founded by Aaron Peabody alongside Kramer Caswell and Connor Gaffney, Untitled is a marketing platform designed to reconnect brands with real people. At its core, the company helps marketers understand who their audiences are, how they behave, and how to reach them in ways that respect privacy while still driving results.
“At a high level, we help brands and agencies take back control of their customer data and their growth,” says Peabody, Co-Founder and CEO of Untitled. “We do that while operating fully within the privacy frameworks that have reshaped digital marketing over the past few years.”
That sense of control is not abstract. Untitled is built on an identity graph that spans more than 300 million people-based records and over one billion demographic and firmographic attributes. From that foundation, teams can build audience segments based on real behavior, from previously unknown website visitors to people actively researching relevant topics across the internet. Those audiences can then be activated directly through channels like email, Google Ads, Meta, or connected TV using Untitled’s own programmatic advertising tools.
The idea for Untitled did not begin as a software company. In 2018, Peabody and his co-founders were running a services business, building custom data implementations for brands that were struggling to connect customer data, attribution, and media performance. Over time, a pattern emerged.
“Cookies were going away, ad platforms were becoming opaquer, and the tools available to marketers were splitting into two bad options,” Peabody explains. “You either had black box platforms like Google and Meta, or massive and expensive CDPs that only worked for a small slice of enterprise teams and still underdelivered.”
After solving the same problems repeatedly for different clients, the opportunity became clear. There was a need for a standalone product that gave marketers control over identity and audience building without the cost or complexity of legacy systems. That realization pushed the team to transition from services into SaaS, a move Peabody describes as one of the most defining challenges the company faced.
“For a long stretch, we were effectively running two companies at once,” he says. “One generating revenue today and one being built for the future. It was intense and often uncomfortable, but it forced us to be disciplined and stay close to real customer needs.”
That closeness to customers still defines how Untitled operates. One of the platform’s most intuitive explanations, Peabody notes, is what he calls formless email capture. Instead of only learning from the small percentage of visitors who fill out a form, Untitled helps brands identify a much larger share of their audience automatically, revealing who they are, what they care about, and how interested they may be.
“When someone comes to your site, we help identify who they are, what pages they visited, and how interested they are, without asking them to fill out anything,” he says. “From a non-technical perspective, it feels like suddenly having visibility into most of your traffic instead of guessing based on a tiny sample.”
The technical challenge behind that simplicity is data fragmentation, a problem Peabody believes is often overcomplicated in theory but difficult in practice because of scale. “At its core, the data problem is just people and events,” he says. “What makes it hard is how that data gets scattered across systems over time.”
Untitled was designed to sit at the center of those messy environments, unifying identity and behavior in a way that makes data usable rather than overwhelming. Once that connection is made, fragmentation stops being the blocker and starts becoming an asset.
Despite its sophisticated infrastructure, Untitled is intentionally built to work for companies of all sizes. Early-stage startups can move quickly with clearer insights, while large enterprises benefit from unification at scale. “Business fundamentals do not change between a startup and an enterprise,” Peabody says. “What changes is the complexity. Our job is to remove friction around data so teams can use it.”
That philosophy extends to how the company approaches AI. While Untitled uses machine learning and large language models, Peabody is cautious about overhyping their role. “We don’t implement AI for the sake of implementing AI,” he says. “The practical value is in better targeting and decision making, not in replacing human judgment.”
Internally, the team prioritizes trust and ownership as it scales. Peabody believes agility and creativity come from treating people like adults, not from micromanagement or burnout culture. “When work integrates into people’s lives in a healthy way and they genuinely enjoy what they are building, creativity and speed tend to follow naturally,” he says.
When it comes to success, Untitled looks beyond revenue charts. The team asks whether customers are genuinely excited to use the product and whether it makes their workdays easier. “We are not saving lives,” Peabody says. “But if we are improving how marketers spend their days and helping them feel more effective, that matters.”
Looking ahead, what excites him most is the chance to shift power back toward brands and agencies. “For a long time, teams have been locked into platforms where they spend enormous budgets without truly understanding what is working or why,” he says. “If we can help bring clarity and confidence back to marketing, the ripple effect across organizations is huge.”