Smartology, the contextual adtech platform announced it has closed its £2.8mn Series A round of financing led by Committed Capital, the fast growth UK technology investment firm. Smartology will use the funding to fuel product development and its expansion in North America and across EMEA. Tim Steel, chairman of Committed Capital, has joined the Smartology board as Investment Director.
Smartology offers large advertisers the ability to contextually match their branded content with editorial articles on the world’s most prestigious online media. Smartology’s advertisers benefit from record levels of engagement in a GDPR compliant way. Media owners value the higher revenue and as this is non-intrusive advertising, they can guarantee a positive user experience.
Smartology’s media partners include Financial Times, The Economist, Dow Jones, Bloomberg, Handelsblatt, and approaching 70 more premium publishers. Smartology has run campaigns for clients including Credit Suisse, HSBC, Swiss Re, Mischon de Reya, London Business School and EY.
Tim Steel, chairman of Committed Capital, said: “Smartology disrupts the traditional programmatic advertising model and has achieved much higher click through rates; the SmartMatch digital advertising technology attracted considerable interest from our investor base and we are pleased to have helped finance the Company’s growth ambitions.”
Mark Bembridge, CEO, Smartology says “The marketing sector is facing a number of huge challenges including transparency, brand safety, viewability, ad fraud and fake news. Now, in the GDPR era, data privacy is top of the agenda. Smartology offers CMOs a solution to all of this and gives media owners a non-interruptive advertising opportunity and a bigger slice of the pie.”