Founded in 1998, Serato initially created a plugin for Pro Tools called Pitch 'N Time, which allowed for timestretching and pitch-shifting. They later entered the vinyl emulation software market with Serato Scratch Live (SSL), utilizing specialized timecoded audio called the Serato NoiseMap. Serato expanded into the DJ controller market with ITCH in 2008 and currently offers Serato DJ, a combination of Scratch Live's technology and DJ controller support. Their products are widely used by DJs worldwide and are considered the dominant products in the American DJ market.