Lateral Syncing was founded in 2004 by David Fuller and Denis Baddeley with an intention to use technology to provide sponsors with measurable results from sport. The company provided a wide variety of solutions including SMS text message based campaigns.

In 2006, Lateral Syncing acquired all intellectual property rights for screenza, the desktop application that combines changing wallpaper, calendar and screensaver with live desktop advertising.

Lateral Syncing USA Inc. was incorporated in late 2006 to support the growing US client base that includes NASCAR.COM.

In 2007, Screenza is being rolled out to fanatical communities other than sport including publishing, entertainment, lifestyle and charities.