Software firm Red Fox Media has launched AdAppTive, the first ‘cookieless’ management and programmatic advertising platform that works across mobile devices, including apps, websites, email and newsletters.
The move comes after securing £420,000 funding through the firm’s existing angel investor syndicate, ESM Investments, and the Scottish Investment Bank.
AdAppTive has been in development for three years and benefitted from an overall investment of £1.4m.
Programmatic advertising, which automates the selling and buying of online ads, is witnessing exponential growth in the £6.6bn UK digital advertising market, but with the explosion in mobile, there are heightened concerns over the effectiveness of this approach.
Marcus Brook, co-founder and chief executive of AdAppTive, said: “In an age where more than half of all page views are made on smartphones, AdAppTive is set to make reliance on cookies a thing of the past. It offers a real alternative to the browser-only advertising options, which the industry has been using for years, while improving the returns for both publisher and advertiser.
“AdAppTive resolves a key problem that has been plaguing digital media – both publishers and advertisers: that the cookies relied upon to ensure advertising is targeted don’t work when websites are viewed through apps, instead of on a browser.”
Marcus Brook continued: “Our investors, clients and publishing partners have realised the significant potential of the ‘greenfield’ mobile ad inventory, which will make a significant difference to the profitability of digital publishing and advertising effectiveness. Only AdAppTive is providing access programmatically to the benefit of both. This latest round of funding will enable us to accelerate the growth of AdAppTive by strengthening the sales team and partnerships, while further enhancing the platform.”
David McIntosh, investor director with ESM Investments, added: “This is an exciting time for AdAppTive, who are already working with large global and local newspapers, magazine publishers and broadcasters. Our confidence in the company is reflected in the ESM syndicate following their money, as well as attracting new investors. We see the huge growth potential for AdAppTive’s capabilities, which is well placed to take advantage of the potential across the digital advertising and publishing market in the UK and beyond.”