What's Happening?
AUDIENCES, a UK-founded software company specializing in first-party data activation, has raised £2.1 million in funding to enhance its market strategy. The funding round was led by FirstPartyCapital (FPC), a prominent investor in the adtech community.
AUDIENCES offers a unique solution that allows advertisers and data-owners to activate their proprietary first-party data securely within their own cloud environments, avoiding the risks associated with traditional SaaS models. This approach positions AUDIENCES as a non-data processor under GDPR regulations. The company collaborates with major brands in Europe and North America, such as Pets at Home and Becton Dickinson, showcasing its ability to deliver measurable results across various sectors.
Why It's Important?
The funding marks a significant step for AUDIENCES in the competitive adtech industry, where first-party data activation is increasingly crucial due to privacy concerns and regulatory changes. By enabling brands to utilize their own data securely, AUDIENCES addresses a critical need for efficient and risk-free data management. This development could lead to broader adoption of first-party data strategies, potentially reshaping the adtech landscape by reducing reliance on third-party data. The investment from FPC and Haatch underscores confidence in AUDIENCES' innovative approach and its potential to drive industry-wide change.
What's Next?
With the new funding, AUDIENCES plans to expand its senior leadership team and continue developing its product to stay ahead of market demands. The company aims to scale its solution to more brands seeking secure data activation. As AUDIENCES grows, it may influence other companies to adopt similar strategies, potentially leading to a shift in how data is managed and activated in the adtech industry. The expansion could also prompt increased collaboration with technical and go-to-market partners, further solidifying AUDIENCES' position in the market.
