Paapi, a next-generation ad measurement platform, has closed a £420,000 pre-seed funding round led by SFC Capital, the UK’s most active early-stage investor. The initial round was oversubscribed by 20%.

Paapi is tackling one of ad tech’s biggest challenges: giving brands a clear and independent view of cross channel advertising ROI—without relying on the ad platforms marking their own homework. Paapi offers a cost-effective solution that connects spend to performance across channels, campaigns, and creatives.

The platform combines user-level tracking, leveraging privacy enhancing technologies (PETs), with AI modelling to generate actionable insights and automate performance optimisation. This gives marketers confidence in what’s working, what’s wasted, and what to do next. Early traction includes successful pilots with direct to consumer brands looking for an alternative to legacy attribution tools that lack transparency and actionability.

"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."

"Paapi is solving a real and growing problem," said Edward Stevenson, investment executive at SFC Capital. "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."

Paapi

Paapi is a new breed of ad measurement and performance optimisation platform - tackling the lack of transparency and actionability in current approaches, all while future-proofing for a privacy-first future. - Building a costed path to convert for...

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