Thunder Experience Cloud

Spec sheet

What it does

Thunder Experience Cloud is a people-based ad server and campaign suite covering creative production, personalization, ad serving and reporting across screens.Read 15 Oct 2026 · makethunder.com

Product

Thunder Experience Cloud is a cloud-based advertising platform for managing creative, campaign strategy, ad serving, and reporting.Read 3 Oct 2026 · makethunder.com

Intended users

Thunder describes its cloud applications as serving marketers and its platform as enabling brands to orchestrate creative and media.Read 3 Oct 2026 · makethunder.com

Integrations

The ad-serving page says Thunder is directly integrated with leading DSPs, ad servers, publisher networks and site-served channels, without naming partners there.Read 15 Oct 2026 · makethunder.com

Security

The homepage says Thunder is audited for security and compliance purposes, without naming certifications or standards.Read 3 Oct 2026 · makethunder.com

Headquarters

San Francisco, California, United StatesRead 28 Sep 2026 · makethunder.com

Ad formats

The Creative Management Platform supports producing, reviewing, and trafficking display, video, social, and native ads.Read 3 Oct 2026 · makethunder.com

Ad serving

Ad-serving features include universal site pixels, container tags, more than 20 macros and parameters, remarketing and conversion attribution.Read 15 Oct 2026 · makethunder.com

AI and bulk production

CMP includes AI-powered ad generation, bulk editing, mass versioning, cloning and automatic adaptation of assets to new ad sizes.Read 15 Oct 2026 · makethunder.com

Company profile

LinkedIn lists Thunder as a privately held advertising-services company with 51–200 employees, San Francisco headquarters and a 2008 founding year.Read 15 Oct 2026 · linkedin.com

Creative Management Platform

The cloud CMP provides a WYSIWYG editor for display, video, social, audio and native ads, with animation, video and retina-display support.Read 15 Oct 2026 · makethunder.com

Creative production

Its Creative Management Platform supports WYSIWYG ad creation, AI-powered ad generation, mass-versioning, bulk editing, and built-in approval.Read 3 Oct 2026 · makethunder.com

Decision signals

DCO can use first- and third-party data, DMP segments, weather, location, product recommendations, site activity and time or day.Read 15 Oct 2026 · makethunder.com

Decisioning signals

DCO can personalize messaging using first- and third-party data, DMP segments, weather, location, product recommendations, and site activity.Read 3 Oct 2026 · makethunder.com

Dynamic Creative Optimization

DCO uses visual decision trees to target different creative experiences to audiences across devices and time.Read 15 Oct 2026 · makethunder.com

Forrester claim

Thunder’s workflow page says Forrester ranked it first for current offering among 10 creative ad-tech vendors in the Q4 2018 wave and estimated 335% ROI for typical customers.Read 15 Oct 2026 · makethunder.com

Frequency management

Thunder counts exposure by person over day and lifetime so marketers can set frequency caps and reduce overexposure.Read 15 Oct 2026 · makethunder.com

Funding

CB Insights reports $25.58 million raised across 10 funding rounds and identifies Walmart as the February 4, 2021 acquirer round.Read 15 Oct 2026 · cbinsights.com

Hosted delivery

Thunder’s privacy policy describes the product as a hosted application accessed through the web rather than software installed on customer systems.Read 15 Oct 2026 · makethunder.com

Identity

The product uses a cross-device graph to connect identity across devices and time for people-based marketing.Read 3 Oct 2026 · makethunder.com

Legal name and owner

Crunchbase lists the legal names Thunder Industries Inc. and PaperG, Inc., identifies PaperG as an alternate name and shows Thunder as a Walmart sub-organization.Read 15 Oct 2026 · crunchbase.com

Licence

The reviewed Thunder Experience Cloud pages do not state an open-source licence.Read 15 Oct 2026 · makethunder.com

Limit: acquisition uncertainty

A G2 reviewer warned in 2021 that Walmart’s acquisition could mean the traditional Thunder product would not survive.Read 15 Oct 2026 · g2.com

Limit: glitches and reporting

A G2 reviewer reported glitches in reporting and audience targeting, complexity when converting unusual creatives and limited reporting customization.Read 15 Oct 2026 · g2.com

Measurement

Experience Measurement reports reach, frequency and conversions by person with dashboard and log-level data.Read 15 Oct 2026 · makethunder.com

Notable news: Experience Cloud launch

Thunder announced the expanded Experience Cloud with CMP, DCO and Experience Measurement on February 21, 2018.Read 15 Oct 2026 · makethunder.com

Notable news: interactive TV concept

A February 27, 2019 Broadcasting+Cable article by Thunder CEO Victor Wong described persistent identity enabling branching, interactive video ad experiences across ad breaks and devices.Read 15 Oct 2026 · nexttv.com

Omnichannel attribution

The measurement product ties ad exposure to online and offline sales and supports longer look-back windows using persistent cross-device IDs.Read 15 Oct 2026 · makethunder.com

Personalization

Dynamic Creative Optimization uses a visual decision tree to test and target creative to different audiences across channels.Read 3 Oct 2026 · makethunder.com

Praise: creative scale

A G2 reviewer praised Thunder for producing many ad variations and for strong creative-scaling tools.Read 15 Oct 2026 · g2.com

Praise: ease and support

A G2 reviewer described ad creation as simpler than Photoshop and praised responsive, human customer service.Read 15 Oct 2026 · g2.com

Privacy commentary

In a July 12, 2019 SmartBrief article, Thunder executive Ka Mo Lau argued that data shared publicly cannot realistically remain under a user’s control.Read 15 Oct 2026 · smartbrief.com

Public API and SDKs

The reviewed Thunder Experience Cloud pages expose no public API reference, SDK download or developer portal.Read 15 Oct 2026 · makethunder.com

Rating on G2

2.5 out of 5 from 2 reviewsRead 15 Oct 2026 · g2.com

Rating on Gartner Peer Insights

0.0 out of 5 from 0 reviewsRead 15 Oct 2026 · gartner.com

Scale claim

Thunder’s product page says its ad-serving system delivers more than 4 billion impressions per quarter.Read 15 Oct 2026 · makethunder.com

Security statement

The login area states that the service is audited for security and compliance purposes.Read 15 Oct 2026 · makethunder.com

Self-hosting

The reviewed product and privacy pages describe cloud delivery and provide no self-hosting option.Read 15 Oct 2026 · makethunder.com

Support and sales

The vendor directs prospects to contact forms and demo requests and lists San Francisco, Seattle and Portland offices.Read 15 Oct 2026 · makethunder.com

Testing

Thunder supports people-based A/B testing with persistent IDs and randomized control and experiment groups across devices.Read 15 Oct 2026 · makethunder.com

Trademark status

TrademarkElite records the THUNDER EXPERIENCE CLOUD application by PaperG, Inc. as abandoned on January 21, 2019.Read 15 Oct 2026 · trademarkelite.com

Workflow

The CMP includes ad QA, media compliance checks, previews, approvals, tag generation, and trafficking in one place.Read 3 Oct 2026 · makethunder.com

Workflow controls

The workflow supports creation, QA, media-compliance checks, previews, approvals, tag generation and trafficking in one interface.Read 15 Oct 2026 · makethunder.com

Plans and prices

Every Thunder Experience Cloud plan and price →

Where Specifiction places it

• Ad Design Software#20 of 267.3