FirstPartyCapital

Founded in 2017, Picnic is a London-based provider of advertising products for various KPIs.

Adimo is a shoppable marketing platform that enhances the consumer experience by integrating shopping functionality into digital marketing campaigns. It allows brands to connect directly with shoppers by embedding shopping baskets into various online formats, including display advertisements, landing pages, websites, and social media. By facilitating a seamless process for consumers, Adimo enables them to add products to their online grocery baskets effortlessly for future purchase. This innovation addresses a common gap in fast-moving consumer goods marketing, which typically excels at product selection but falls short in facilitating the purchasing process, thus streamlining the shopping experience for users.

LightBox is a technology company. LightBox builds a platform to streamline television advertising for media buyers. They provide marketers, planners, and media buyers with the tools to manage connected television campaigns across an expanding and fragmented television ecosystem.

Lumen Research, founded in 2013 and based in London, is an ad tech start-up that specializes in eye-tracking technology for market research. The company was established by eye-tracking expert Rob Stevens and advertising strategist Mike Follett. Lumen's platform measures consumer interactions with digital media, such as websites, apps, and advertisements, providing objective data on how customers engage with business and advertising communications. By capturing this information, Lumen enables businesses to optimize their advertising strategies and product designs, enhancing the effectiveness of their marketing efforts.

Good-Loop is an advertising platform that transforms advertising revenue into funding for social causes, enhancing both the effectiveness and ethics of online advertising. The company distributes video ads through a network of reputable online publishers, allowing users to engage with advertisements voluntarily. When viewers opt to watch an ad, fifty percent of the revenue generated goes directly to a charity of their choice, creating a rewarding experience for consumers. Good-Loop's approach not only fosters social good but also benefits advertisers, as evidenced by their higher engagement rates—61% completed views compared to the industry average of 30%. This dual focus on charitable impact and advertising effectiveness positions Good-Loop as a unique player in the digital advertising landscape.

Passendo is an international technology company focused on Programmatic Email Advertising (PEA), catering primarily to publishers and advertisers. The company provides a platform that simplifies the process of purchasing advertisements in email, akin to traditional web advertising. By leveraging modern advertising technologies within the secure and targeted environment of email, Passendo enables publishers to generate new revenue streams and helps advertisers enhance brand awareness. Through its premium email publisher network, Passendo facilitates effective marketing strategies, allowing clients to promote their products and services efficiently while optimizing revenue generation.

Evorra is a software-as-a-service marketplace that specializes in data advertising, utilizing advanced clean-room technology to facilitate the creation and scaling of valuable audiences for brands and agencies. The company provides a platform that focuses on first-party audience generation, insights, and monetization, ensuring a privacy-by-design approach. By offering deterministic data at scale, Evorra enables marketing teams to engage with opted-in audiences while maintaining control and transparency over their data. This approach not only supports revenue generation for brands but also enhances the overall value of the advertising ecosystem.

Watching That is an independent measurement and monitoring platform specializing in the over-the-top (OTT) industry. The company provides a comprehensive solution that allows global media and entertainment companies to integrate various data sources seamlessly. Its AI-powered monitoring system delivers real-time insights, enabling clients to track critical metrics efficiently. Additionally, Watching That offers unbiased measurement tools that focus on outcomes, ensuring that media companies receive accurate data to inform their strategies. By collecting and analyzing data from advertisements across all devices, the platform aids in monitoring, reporting, troubleshooting, and optimizing key aspects of OTT businesses, including audience engagement, revenue generation, and content performance.