FirstPartyCapital

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

Adimo is a developer of a shoppable marketing platform that enhances digital marketing by integrating shopping functionality directly into various forms of content and campaigns. The platform allows brands to connect with shoppers more effectively by enabling them to add products to their online grocery baskets directly from display advertisements, landing pages, websites, and social media. This approach simplifies the purchasing process for consumers, allowing them to choose products and save them for later purchase, thus bridging the gap between product discovery and acquisition in the fast-moving consumer goods sector.

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 is a London-based ad tech start-up, founded in 2013 by eye-tracking expert Rob Stevens and advertising strategist Mike Follett. The company specialises in the application of eye-tracking technology to ad tech and market research. Lumen helps clients understand how customers consume business and advertising communications by using eye tracking to capture objective data illustrating what people actually look at.

Good-Loop operates an advertising platform that transforms advertising revenue into charitable donations, thereby enhancing the effectiveness and ethics of online advertising. The platform allows users to opt-in to watch video ads without interruption, with 50% of the revenue generated from these ads directed towards a social cause of the viewer's choice. This model not only supports charitable initiatives but also yields higher engagement rates for advertisers; Good-Loop reports an average completion rate of 61% for its ads, significantly surpassing the typical 30% rate seen on platforms like YouTube. By focusing on personalized advertising experiences, Good-Loop aims to create a mutually beneficial scenario for both consumers and advertisers while promoting social responsibility.

Passendo is an international technology company that specializes in Programmatic Email Advertising (PEA). The company provides a platform that simplifies the process of buying advertisements in email, making it as accessible as online advertising. It primarily serves publishers and advertisers, offering tools that help publishers generate new revenue streams while allowing advertisers to enhance brand awareness. By leveraging the advantages of modern advertising technology within the secure and targeted environment of email, Passendo enables effective marketing strategies that connect sellers with their audiences through a premium email publisher network.

Evorra operates a software-as-a-service marketplace focused on data advertising, utilizing advanced clean-room technology to facilitate the creation and scaling of valuable audiences for brands and agencies. The platform emphasizes first-party audience development, offering deterministic data in a privacy-centric environment. This approach allows brands and marketing teams with opted-in audiences to maintain revenue generation while ensuring transparency and control within the advertising ecosystem. Evorra's commitment to privacy and data-source transparency positions it as a significant player in the evolving landscape of audience monetization and advertising effectiveness.

Watching That is an independent measurement and monitoring platform tailored for the over-the-top (OTT) industry. The platform enables media and entertainment companies to integrate data sources easily, providing AI-powered monitoring that tracks essential metrics in near real-time. By offering independent measurement, Watching That delivers unbiased, outcome-focused data that benefits the entire OTT sector. It collects comprehensive data from advertisements across various devices, allowing companies to monitor, report, troubleshoot, and optimize their OTT businesses. This functionality aids in enhancing fill rates, cost per thousand impressions (CPMs), content views, and audience engagement, ultimately driving business success for its clients.