A London-based ad measurement platform has closed a £420,000 pre-seed funding round to scale its business.
Paapi, whose initial round was 20% oversubscribed, is looking to give brands a clear and independent view of cross channel advertising ROI, without relying on the platforms ‘marking their own homework’.
It offers a solution connecting spend to performance across channels, campaigns and creatives.
The round was led by SFC Capital and the funding will also be used to attract more brands.
Early traction for the company includes successful pilots with direct to consumer brands looking for an alternative to legacy attribution tools that lack transparency and actionability.
Axiologik continues fast start to 2025 as it achieves B Corp status
“We’re building a future of ad measurement that marketers can trust,” said Dan Hesmondhalgh, CEO and co-founder of Paapi.
“This investment enables us to drive greater precision measurement and enhanced modelling, to scale adoption among brands seeking performance without the guesswork.”
Edward Stevenson, investment executive at SFC Capital, added: “Paapi is solving a real and growing problem.
“With a strong technical team and a clear vision, they are well-positioned to redefine how advertisers measure success in a privacy-compliant way. We’re excited to support their journey.”
Octopus strikes strategic funding deal with Sheffield CleanTech