FirstPartyCapital

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

Adimo streamlines the purchasing process by integrating shopping functionality into various digital marketing channels. Its platform enables consumers to add products directly to their online grocery baskets for later purchase, enhancing convenience and reducing friction in the buying journey.

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 converts ad spend into charitable funding. It runs video ads across a network of quality online publishers and uses an opt-in model where users who choose to watch an advertisement have 50% of the advertiser revenue donated to a social cause of their choice. This approach is positioned as more engaging and ethically aligned, with completed view rates reported at 61%—well above typical YouTube completion rates of around 30% for the same ads. The company aims to provide a positive experience for audiences and a meaningful channel for brands to support causes. Good-Loop participated in the Collider Startup Accelerator in 2017.

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.