Adimo, a global specialist in shoppable marketing solutions, has announced a strategic partnership with FirstPartyCapital.

The Glasgow company, which featured on our MarTech 50 ranking this year, was launched over 10 years ago with a mission to help brands make their websites more shoppable. It now enables consumer packaged goods, electronics, health and beauty, and DIY brands to monetise a wide-range of their media – from display advertising to video, social and connected TV. 

Adimo’s interactive ad formats provide live pricing and product availability info, allowing consumers to add products directly to their basket at their chosen online retailer, or provide suggestions for nearby offline purchase locations. 

The range of privacy-secure, cookie-less data that Adimo collects from shoppable marketing campaigns can be analysed by brands in its analytics platform to further understand consumer behaviour, optimise future advertising, and prepare for the deprecation of third-party cookies. 

Adimo works with leading consumer brands including Nestle, SC Johnson, Beyond Meat and Crown Paints.

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As part of the Scottish company’s move to accelerate its growth, Adimo has secured additional funding from FPC – an early stage venture capital firm specialising in AdTech, MarTech and digital media – alongside existing investors including Scottish Enterprise.

“While many in the industry have been focused on retail media, commerce media has established itself as a growing, yet largely untapped opportunity,” said Gavin Stirrat, CEO.

“In today’s unstable economy, brands need to ensure ads don’t just build awareness, but also drive performance. FPC’s investment and extensive network will support us in meeting increasing demand for commerce media solutions, help brands create better ad experiences, and deliver improved return on investment. We’re dedicated to helping brands #makeitshoppable.”

Rich Ashton, managing partner at FirstPartyCapital, commented: “Commerce media is a nascent category and Adimo is primed to help consumer brands uncover substantial opportunities to convert otherwise missed purchase journeys via shoppable media. 

“Adimo’s existing customer base is testament to the company’s innovative approach, and its SaaS licensing model is an attractive proposition. We look forward to supporting Gavin and the Adimo team on its ambitious growth plans.”

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