Smartology secures £2.8m Series A financing


Adtech company investment to aggressively accelerate global sales, marketing and product roadmap.

8th January 2019, London; Smartology, the contextual adtech platform today announces that it has closed its £2.8m ($3.6m) 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.

Commenting on the investment, 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, fake news and 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.”

Smartology offers:

– Higher engagement with branded content matched alongside relevant articles

– Enhanced brand protection as ads are only placed next to brand safe articles

– Semantic matching in multiple languages

– Privacy first as Smartology is cookie free, offering GDPR compliance

– Brands media spend is transparent through the whole buying process

– Zero wastage, as only relevant inventory is bought

– Ads are only served in the most viewable positions on article pages

– Media owners maximise article page yield with a long-term incremental revenue stream

For more information, please contact:

Joanna Wilmot or Ed Vincent at The Think Tank 020 7837 2225

About Smartology

Smartology enables advertisers to make better use of their branded content, placing it in advertising on the world’s premium media owners sites. Its advanced technology solves many of the key challenges facing the ad tech industry, including viewability, GDPR, privacy, brand protection and click fraud. Its technology semantically matches advertisers’ content with articles on the likes of the Financial Times, The Economist, The Wall Street Journal, Reuters, NY Times and Handelsblatt. Advertisers using Smartology include Cap Gemini, HSBC, Swiss Re, Deloitte and EY. Smartology uses its SmartMatch, platform based on proprietary machine learning and natural language processing.

About Committed Capital

Committed Capital specialises in investing in and supporting fast growing private UK technology companies. It typically invests from £1 million to £5 million in promising businesses, generally qualifying for EIS tax relief. The firm launched an EIS Growth Portfolio in 2015 which has invested in a spread of UK technology companies.


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