Editor’s note: This story has been updated ti include more information about Mira and reaction from Adam Klein of The American underground.

DURHAM, N.C. – Mira, a startup focusing on crowd analytics with offices in Durham and New York, is among the 10 startups who will pitch to high-profile investors at Google Demo Day.

“We recommended Mira as one of our top three teams for Demo Day because of the incredible traction they are getting and their unique approach to advertising technology,” Adam Klein, chief strategist at The American Underground where Mira is based, told WRAL TechWire.

“The anonymous nature of the advertising profiles they create is a strong competitive edge.”

Mira was part of the 2014 fall cohort at The Startup Factory

The two-year-old venture utilizes a “crowd” approach, gathering data from location events, consumer data and mobile audience input.

​”Crowd analytics is our process of anonymously aggregating and analyzing the audience in a given location,” Mira says.

“Our platform can be used to dynamically tailor digital out-of-home content, gain physical audience insights, or monetize mobile apps.”

Mira will face international competition with startups from Canada and Mexico among the 11 selectees. The startups represent startup hubs that are part of Google’s North American Tech Hub Network.

In its announcement, Google noted about Mira:

“Mira is the crowd analytics platform that uses anonymously aggregated interests and demographic data from mobile devices to create tailored digital signage for offline retailers.”

Mira follows in the footsteps of two other Durham firms – Windsor Circle and Mati Energy – which won the first two Google events. A third, Automated Insights, also won raves at the first event and later was sold.

“We are very excited for them to represent The Startup Factory, the American Underground, and Durham in the quest for a ‘three-peat’ at Demo Day,” Klein said.

​Demo Day will be May 4 at Google’s headquarters in Mountain View, Calif.

Judges include:

  • Steve Case, Chairman, Revolution and Case Foundation
  • Frank Chen, Partner, Andreessen Horowitz
  • Bedy Yang, Managing Partner, 500 Startups

The other startups selected include:

  • Chiron Health

Austin, Texas

“Chiron Health helps physician practices get fully reimbursed for secure video visits with patients.”

  • Dart Music

Nashville, Ten.

“Dart Music is the first fully automated distribution platform for classical music, solving complex metadata problems for the music industry.”

  • Knowledgehook

Waterloo, Canada

“Knowledgehook is a web platform designed by math experts that identifies student misconceptions and then recommends the best teaching practices to the instructor to teach each misconception.”

  • Kuona Analytics

Mexico City

“Kuona Analytics is a web platform that empowers CPG brands and grocery retailers with real time competitive intelligence to make better decisions on strategy and pricing.”

  • mychild


“mychild is a SaaS platform that helps Early Childhood Education Centers to write paperless daily reports to parents.”


Halifax, Nova Scotia

“PACTA turns contracts into smart contracts, enabling companies to keep track of their signed contracts on any device, across teams, departments and organizations.”

  • Player’s Health

Minneapolis, Min.

“Player’s Health is a HIPAA compliant health record for athletes that streamlines the injury reporting process in real time across all sports.”

  • SPLT


“SPLT is an enterprise-first carpooling platform that connects employees within organizations to share their commute, saving time and money.”

  • TiZKKA

​Mexico City

“TiZKKA is a fashion community where users get inspired by discovering the latest trends, share looks, and receive advice from experts in the fashion and stylist space.”

  • VIDA

San Francisco

“VIDA is a collaboration between creatives and makers to bring to market original, quality apparel and accessories – at scale. VIDA uses technology to provide a way for designers, artists and other creatives from around the world to make a viable living through their work.”