Top 13 Adtech Companies in London | 2020

| Ryley Charlwood

Adtech advertising technology—is all about the tools, analytics, and software that companies use to track and inform digital advertising and consumer behaviour. It’s become vital for running effective ad campaigns and capturing consumer attention. By better understanding behaviour and patterns, companies can advertise to the right audience at the right time, and win more business.

A number of UK companies have capitalised on increasing web traffic and the growing demand for more personalised advertising over the last few years. In total, 440 UK adtech companies have raised £1.45b in equity funding since 2011, much of which—£1.18b to be exact—has been secured by companies in London. 

As the time we spend online continues to increase, and businesses across the world desperately try to increase revenues to pre-COVID-19 levels, the adtech industry could have a very lucrative future. In this article, we’ve ranked the top 13 London adtech companies according to the total amount of funds raised.

The top 13 adtech companies in London:

 1. Pollen  

Founded: 2010
Location: Lambeth
Total funding rounds: 6
Total funds raised: £101m

pollen logo

Events marketing company Pollen—formerly known as Verve—runs a platform that encourages people to promote group experiences to their friends in exchange for rewards. The marketplace has 35 ,000 active members globally and has sold almost 1 million experiences in total across travel, live events, and festivals. 

Pollen has secured £101m in equity fundraisings through six rounds. 2019 was a stellar year for the company, when it secured a total of £78m through two fundraisings. Pollen’s investors include Northzone, Backed VC, Draper Esprit, Kindred Capital VC, Ventures, Frontline Ventures, and Sienna Capital. The company has been using the funding to continue its global expansion into categories beyond music and travel.

 2. Ogury  

Founded: 2014
Location: Islington
Total funding rounds: 5
Total funds raised: £69.0m

Picture of Ogury's logo

Mobile adtech company Ogury  is the creator of the first advertising engine driven by user choice.  Its online platform provides data on the behaviour of smartphone and tablet users for companies outside of their own apps or websites. Ogury’s data is in line with GDPR and government privacy regulations, and is generated across brands, apps, and websites to provide a detailed picture of a customer’s journey. 

Since launching in 2014, the company has secured a staggering £69m in equity funding through 5 rounds. The latest of these was in December 2019—a round of £38.1m led by IDInvest Partners. Ogury now employs more than 400 people in 18 offices based in Europe, US and APAC. 

 3. Amplience 

Founded: 2010
Location: Westminster
Total funding rounds: 8
Total funds raised: £55.8m

Picture of Amplience Logo

Amplience (formerly 10CMS) is an on-demand platform enabling retailers to quickly create and manage engaging interactive content that drives more sales while reinforcing brand values. The company has served more than 200 of the world’s leading retailers including Boohoo, Mulberry, Shop Direct, and TUMI to deliver optimised customer shopping experiences. 

To date, the company has raised £55.8m through eight fundraising rounds. Investors include Octopus Ventures,  North East Accelerator Fund, and SVB Capital. The most recent investment of £7.8m was made by Columbia Lake Partners in October 2019. 

 4. Qubit

Founded: 2010
Location: Westminster
Total funding rounds: 4
Total funds raised: £49.8m

Picture of Qubit logo

Founded by a small team who previously worked at Google, QuBit has developed web-based software that enables online sellers to deliver targeted ads based on consumer web-browsing history. By matching the e-commerce adverts and products customers see with their unique affinities and tastes, Qubit aims to increase conversions and sales.  

Investors in the company include Goldman Sachs, Sapphire Ventures, Accel Partners, Salesforce Ventures, and Balderton Capital. The company has raised £49.8m through just 4 rounds. Recently QuBit partnered with Google Cloud’s Recommendations AI Technology, which uses deep learning to deliver more relevant and targeted shopping experiences.

 5. SuperAwesome

Founded: 2013
Location: Westminster
Total funding rounds: 6
Total funds raised: £49.1m

Picture of SuperAwesome's logo

SuperAwesome is a digital marketing platform focussed on the under-13 market, spotting a gap in the market for child-friendly digital ad networks. It ensures its clients are advertising appropriately and comply with data protection laws, working with hundreds of brands and content owners to safely engage with over 500m kids every month. They help clients optimise social media campaigns, reaching the right audience safely, using their access to a pool of trusted global influencers.

Partners include Lego, Mattel, Hasbro, Nintendo, and WPP, which SuperAwesome helps to provide better visibility and security to children online. In January 2020 Microsoft’s venture fund, M12, led a £13m financing round with Harbert Venture Partners, Hoxton Ventures, Ibis Capital, and Mayfair Equity Partners. This has taken the company’s total fundraisings up to £46.1m raised through six rounds. 

 6. GlobalWebIndex

Founded: 2009
Location: City of London
Total funding rounds: 3
Total funds raised: £36.4m

Globalwebindex's logo

Using a combination of survey and analytics data, GlobalWebIndex provides data on digital advertising and consumers along with their behaviour to marketing agencies, media organisations, and large brands across 46 countries. Clients include Twitter, Google, Spotify, WPP, IPG, and Omnicom Group who use the GlobalWebIndex platform to insights into audience behaviours. 

Total fundraisings to date are £36.4m through just three fundraising rounds. The company has been focusing its recent efforts on international expansion in the US and Asia, as well as in product development.

 7. Realeyes

Founded: 2007
Location: Westminster
Total funding rounds: 8
Total funds raised: £34.5m

Realeye's logo

Realeyes has developed software that uses facial expression data collected through consumers’ webcams to understand their response to online advertising. Working within computer vision and emotion AI, the company analyses consumer emotion and attention to improve customer experience and drive growth. Realeyes is working with some of the biggest global brands, including Coca-Cola, eBay, and Condé Nast. 

Spun out from the University of Oxford in 2007, the company has raised £34.5m in equity fundraising to date, from investors such as Draper Esprit, Global Brain Corporation, and Karma Ventures.

 8. Supponor

Founded: 2008
Location: Hammersmith and Fulham
Total funding rounds: 9
Total funds raised: £33.1m

Supponor's Logo

Supponor has developed a system that improves the way billboard adverts are displayed at live sports events and caters advertisements according to the TV viewers’ demographics. Self-described as ‘the sports industry’s global solution for live in-game virtual advertising’, its advertising technology overlays LED or static perimeter boards with virtual, dynamic messaging. This means that different consumers will see different ads. It digitally alter the output of advertisements fed to TV stations according to their target audience and region, aiming to reach local audiences in a more powerful and targeted way. 

This SME is using innovative adtech solutions to shake up the digital ad space, growing from strength to strength, and securing £33.1m in equity fundraising since its inception in 2008.

 9. LoopMe

Founded: 2012
Location: Camden
Total funding rounds: 7
Total funds raised: £30.7m

LoopMe's Logo

LoopMe has developed white label software—software provided unbranded to a reseller—that aims to monetise mobile apps by offering users the option to view ads, rather than forcing pop-up banners on them. They use AI to optimise media and advertisement delivery, aiming to increase conversion rates, purchase intent, and deliver campaign results. 

Featuring on multiple high-growth lists in recent years, the company has raised £30.7m in funding altogether. Most notably, LoopMe secured £13.1m in equity investment in 2018 from BGF Growth Capital, Holtzbrinck Ventures, Impulse VC, and Open Ocean.

 10. Ve Global

Founded: 2017
Location: City of London
Total funding rounds: 4
Total funds raised: £25.8

Ve Global's logo

Ve Global has developed online software for tracking marketing and sales performance metrics in e-commerce businesses. The company’s product also uses targeted online advertising to encourage users with items in their ‘shopping basket’ to return to the relevant website and complete their purchase. This customer engagement toolkit works to grow their clients’ audience, engage and convert customers, and optimise digital advertising spending. 

Ve Global uses adtech to increase conversion rates at a lower cost, and its business model has attracted an impressive £25.8m in equity fundraising since its recent incorporation in April 2017.

 11. Blis Media

Founded: 2007
Location: Westminster
Total funding rounds: 6
Total funds raised: £24.2m

Blis media logo

Blis Media has developed a web, mobile, and tablet advertising targeting platform. It specialises in location-powered digital advertising, analytics, and attribution, using its proprietary adtech software to target the right audience at the right time. Blis Media’s philosophy is that location data is the ‘most accurate indicator of “real” behaviour and intent at scale’ versus any other data, and that location data will revolutionise insight-driven marketing through planning, activation, and measurement. 

Like Loopme and others on our list, Blis has featured on Deloitte’s Technology Fast 50 lists and has won multiple global industry awards. Founded by CEO Gregor Isbister, Blis has raised £24.2m to date.

 12. Novatiq

Founded: 2013
Location: Westminster
Total funding rounds: 3
Total funds raised: £21.1m

Novatiq's logo

Novatiq (previously Smartpipe Solutions) has built a web-based service that allows companies in the telecommunications sector to sell anonymized customer data to advertisement agencies, enabling them to personalize mobile advertising. Novatiq monetises first-party data and intelligence, without compromising personal data. On its website, Novatiq assures customers that no data is ‘left in the adtech ecosystem, ensuring full compliance with GDPR, data protection, and ePrivacy regulations’. Its ditched 3rd party cookies and developed its own proprietary advertising technology, poised for the future of adtech development. 

Founded in 2013 and trading out of Westminster, Novatiq has secured £21.1m in fundraising.

 13. Freespee

Founded: 2008
Location: Hackney
Total funding rounds: 3
Total funds raised: £19.3m

Freespee logo

Offering location-based, mobile click-to-call advertising, and analytics for businesses, Freespee aims to identify revenue gaps across clients’ funnel. Its platform enables consumers to talk to brands in real-time via their interface of choice. Freespee also offers a visualisation platform and API, so large companies can gain insight into their data and a customer’s journey. It specialises in personalising customer journey and automating lead management.

Headquartered in London with locations in Uppsala, Barcelona, Paris and Düsseldorf, Freespee serves clients in over 50 countries. Freespee has raised a substantial £19.3m across three rounds since inception in 2012, the most recent round being an £8.45m equity investment from Verdane Capital in 2018.

And there you have it: our top 13 adtech companies in London, ranked. 

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