Minerva raises $20M to unify consumer brand first-party data and power AI-driven marketing

Minerva, an AI marketing platform, has raised $20M from investors including General Partnership, Metrology, EPPN, and Pengado, among others. Co-founder and CTO Matt Joseph describes the core product as a data unification layer for consumer brands, pulling first-party data from systems like Klaviyo and Shopify, resolving consumer identity into a single record, and then running AI-driven agents on top to optimize marketing spend.

The identity graph is the foundation. Minerva holds roughly 10 billion pieces of PII covering 200–700 million Americans, which gives it an unusually granular read on consumer demographics. That dataset is what feeds the targeting logic downstream.

“We raised 20 mil. Minerva is an AI platform for consumer marketing — we help consumer brands unify their first party data, which sits in 20 different data systems like Klaviyo, Shopify. We have about 10,000,000,000 pieces of PII and we help the CMO understand their consumer base better. In luxury travel and luxury goods, our ROAS improvements are around three to five x broad targeting.”

Ad platform integration

On Meta, Minerva uses its demographic intelligence to build high-converting seed audiences for lookalike targeting. Joseph says the results in luxury travel and luxury goods have shown 3–5x ROAS improvement over broad targeting. Time to signal is fast: data pipeline inefficiencies can surface within a day, and audience performance against Meta campaigns becomes visible within a week.

NBA partnership

Minerva powers the consumer analytics platform inside the NBA's fan graph, which the league then sells down to individual teams. At the team level, the use case Joseph cites is precision targeting for expensive or hard-to-fill seats, including reaching out-of-market fans from road games as potential buyers.

Where the product goes next

Creative is the logical extension. Because Minerva already knows which demographic cohort a brand is marketing to, it's well positioned to generate or recommend creative assets matched to that audience. Joseph describes the full loop as automating the path from product to cohort fit to creative fit, though that capability is still in development rather than fully deployed.

AI-driven traffic as an emerging channel

Joseph flags retargeting users who arrive via AI platforms like ChatGPT as a notable emerging trend. Those visitors behave differently from direct or search traffic, and understanding that funnel is becoming commercially relevant. He acknowledges the pattern is still early and skewed toward more sophisticated users, with the expectation that it broadens as AI becomes more commonplace.