Transforming Ad Measurement: Paapi Secures £420K Pre-Seed

Paapi, a cutting-edge ad measurement startup, has raised £420,000 in an oversubscribed pre-seed round led by SFC Capital, the UK’s leading early-stage investor.

Focused on solving a major challenge in ad tech, Paapi aims to give brands an independent, transparent view of advertising ROI across channels—without relying on data from the platforms themselves. Their solution ties ad spend to performance across campaigns, creatives, and platforms, offering a cost-efficient alternative to outdated attribution tools.

Using privacy-preserving technologies and AI-powered models, Paapi delivers real-time insights and automates performance optimisation. Early success includes pilots with DTC brands seeking clarity and control over their marketing data.

“We’re building a future marketers can trust,” said CEO and co-founder Dan Hesmondhalgh. “This funding allows us to refine our models and expand adoption among brands that want to optimise without guesswork.”

Edward Stevenson of SFC Capital added, “Paapi addresses a pressing industry need. Their technical depth and clear vision position them to lead the next era of privacy-first ad measurement—and we’re proud to back them.”