CEO Rick Farnell lauded for significant positive influence in the AI industry.
Tracer’s agentic AI platform recognized for outstanding domain-specific AI brand protection technology with outcome-based pricing

SALT LAKE CITY – February 18, 2025 – Tracer, the leader in AI-powered online brand protection, today announced it was named a winner of two SiliconANGLE Media 2025 Tech Innovation CUBEd Awards: the Top AI-enabled product for Retail and eCommerce category and the AI Luminaries category. The Top AI-enabled product for Retail and eCommerce category recognizes cutting-edge AI-enabled or AI-enhanced products that have significantly impacted and transformed how people do their jobs in this sector. This award recognizes solutions that demonstrate exceptional effectiveness, creativity and adaptability in addressing key challenges and driving progress. The AI Luminaries award, which was given to Tracer CEO Rick Farnell, honors three individuals from the B2B tech industry who have achieved distinction in AI, showcasing a strong following and influence; it recognizes those who lead impactful conversations around AI, drive trends and significantly contribute to educating others about the potential and challenges of AI.

AI and conventional threats related to brand and likeness pose mounting challenges to brand identity across our rapidly expanding digital universe. Tracer is a guardian of brand integrity with a platform using ‘AI for good’ that helps global brands stay ahead of bad actors who misuse their brand or likeness, which is a massive problem in retail and ecommerce that also spans all industries. By combining sophisticated artificial intelligence capabilities with human-in-the-loop decision oversight, Tracer doesn’t just detect and eliminate brand abuse — it traces it to its origins with unmatched precision and efficiency. Tracer’s agentic AI system, Flora, is powered by a proprietary domain-specific brand LLM that is purpose-built for digital brand protection. Flora reduces infringement time-to-live by up to 80% and filters out irrelevant threat detections, preserving the reputations and revenue of its users’ companies. Tracer’s award-winning technology ensures customers only pay for actual outcomes — i.e., when threats are detected and removed — rather than billing for time spent on just monitoring.

“I’m deeply honored to receive the AI Luminaries award alongside the important recognition for our product innovation,” said Rick Farnell, CEO of Tracer. “These awards reflect our team’s commitment to revolutionizing brand protection through agentic AI. What makes this particularly meaningful is that we’re not just building powerful technology—we’re helping organizations protect their digital integrity and ultimately their end consumers. We protect brand authenticity for billions of consumers 24/7 and our complete confidence in delivering real results is reflected in our industry-leading outcome-based pricing model. We look forward to bringing our ‘AI for good’ approach to brands large and small globally this year.”

The Tech Innovation CUBEd Awards recognize exceptional achievements in technological advancement, highlighting many kinds of contributions from the companies and individuals shaping the future of B2B and B2B2C technology. This technology awards program recognizes the most innovative companies (public, private and startups), visionary leaders and groundbreaking products that are pushing the boundaries of what’s possible. Tracer was selected from a competitive field of nominees by a panel of industry experts and technology leaders.

Tracer’s Proven Brand Protection for Retail and eCommerce Brands
“Thanks to Tracer and Tracer AI, our capabilities in online strategic planning and targeting have greatly improved. Their advanced AI technology allows us to quickly and efficiently adapt to new challenges, resulting in faster problem-solving and more effective responses in the online environment. Tracer is very user-friendly and adds another element for real-time self-service data analysis and impact reporting. For organizations looking to boost their online brand protection, this solution has proven to be highly effective,” said James Kryskowiak, Brand Protection Manager at Church & Dwight Co.

Jason Weintraub, Chief Legal Officer and General Counsel at Jacuzzi Group Worldwide, said, “We engaged with Tracer a little over a year ago and the results have surpassed our expectations.”

“Brand protection is an integral part of our success,” said Caroline Kinsey, General Counsel at Ontel Products Corporation, “and Tracer has been invaluable to us for six years. Tracer consistently helps Ontel maintain top 10 selling spots on Amazon.com, in addition to obtaining various ‘Buy Box’ purchase options on ecommerce platforms. Through our work with Tracer and its experts, Ontel has not only been able to find, but also mitigate, a significant volume of brand misuse, which has prevented brand dilution and ensures our customers are interacting with authentic Ontel products. We strongly recommend Tracer to any customer looking to gain an integral partner in its brand protection efforts.”

“The winners of our inaugural Tech Innovation CUBEd Awards represent some of the boldest thinkers and determined innovators in the tech industry,” said Dave Vellante, co-founder and co-CEO of SiliconANGLE Media. “Each person, company and product honored has proven that true breakthroughs happen when we dare to challenge traditional conventions and pursue ambitious visions.”

“Today, we honor excellence across the full spectrum of innovation—from the visionary leaders who inspire us, to groundbreaking products that transform industries, to the companies that make it all possible,” said John Furrier, co-founder and co-CEO of SiliconANGLE Media. “Our awards program celebrates the courage to think differently, the persistence to overcome obstacles, and the vision to transform bold ideas into real-world impact.”

For more information visit https://www.thecube.net/awards

About Tracer

Tracer is revolutionizing the brand protection industry with its advanced AI technology, setting new standards in detecting, reviewing and removing brand abuse with unmatched accuracy, speed and scale. By integrating over a decade’s worth of brand data with dynamically tuned AI and the deep expertise of industry professionals, Tracer has become the chosen solution provider protecting some of the world’s most valuable brands, helping to preserve their intellectual property and brand integrity to amplify customer trust, loyalty and satisfaction. Tracer offers a comprehensive suite of solutions to address a wide array of brand abuses, such as cybersquatting, fraud, phishing, impersonation and counterfeiting, ensuring intellectual property and business interests are protected across the digital universe.

About SiliconANGLE Media

SiliconANGLE Media is a recognized leader in digital media innovation, bringing together cutting-edge technology, influential content, strategic insights and real-time audience engagement. As the parent company of SiliconANGLE, theCUBE Network, theCUBE Research, CUBE365, theCUBE AI and theCUBE SuperStudios — such as those established in Silicon Valley and the New York Stock Exchange (NYSE) — SiliconANGLE Media transforms the way technology companies connect with their target markets. Founded by tech visionaries John Furrier and Dave Vellante, SiliconANGLE Media has built a powerful ecosystem of industry-leading digital media brands, with a reach of 10+ million elite tech professionals, 4+ million SiliconANGLE readers and 250,000+ social media subscribers. The company’s new, proprietary theCUBE AI LLM is breaking ground in audience interaction, leveraging CUBE365’s neural network to help technology companies make data-driven decisions and stay at the forefront of industry conversations.