Etology was founded by industry marketing veterans with the mission to create a centralized and convenient marketplace for both advertisers and publishers. The company's vision is to optimize traffic and Real-Time Bidding (RTB) bids to maximize profits for all parties involved. Etology offers a global ad network that focuses primarily on premium converting members area traffic, providing exclusive inventory that delivers both volume and quality. The platform is designed to match high-volume publishers with advertisers and media buyers, optimizing ad zones and advertisers’ offers.

Notable affiliated people include seasoned marketing professionals who have extensive experience in the advertising industry. While specific investors are not mentioned, the company has achieved significant milestones by creating an invite-only network that ensures high-quality traffic without the waste associated with bulk traffic networks. Etology's impact is evident in its ability to streamline the advertising process, making it more efficient and profitable for both advertisers and publishers.