UK ad tech start-up Admedo recorded 198 per cent growth in revenue during 2017, despite scepticism in the Venture Capitalist market around ad tech, and in a period where advertising giants Google and Facebook hoovered up 84 per cent of global spending on digital advertising.

The London-based company, which was founded by Nick Moutter and Laura Bowen in 2013, has raised £7 million in funding to date from investors that include Sussex Place Ventures, MMC and Fuel Ventures.

Previously focused on growth, Admedo’s goal shifted to profitability in 2017 through transitioning more into the direct advertiser market, enabling brands and advertisers to bring their programmatic buying in house with ease and in a transparent manner. Having been named in The Fresh Business Thinking Shift 100 in association with KPMG last year, which celebrated marketing and advertising entrepreneurs who were reinventing advertising and marketing, Admedo believes data is the key for advertisers and media owners.

“In order to realise the full potential of programmatic advertising, brands must be able to harness their first party data. We have incorporated into our programmatic suite the ability for brands to dynamically build audiences through the creation of custom segments which allows them to develop highly creative and granular targeting strategies.” chief executive officer Nick Moutter explained.

Over the last year, Admedo has built an impressive client roster, including Monster, Hotcourses Group, Robert Half, MotoDirect Digital and many more. The innovative start-up has expanded their core offering across all sectors, to include travel, retail, hospitality and now cryptocurrencies. Admedo’s product is transforming how programmatic advertising is realised internationally too, gaining traction through reseller relationships.