Happydemics raises €13m to expand UK market presence
Happydemics, a Paris-based advertising technology company, has successfully raised €13 million (£10.8 million) in Series B funding to advance its AI-driven ad measurement solutions and expand its presence in the UK market.
Financial institutions Wille Finance and Adelie Capital led the funding round. This capital influx is viewed as a significant milestone for Happydemics, enabling it to strengthen strategic partnerships and enhance its footprint among international clients. The company plans to use the investment to develop its predictive capabilities further and enhance advertising performance through its AI-driven solutions.
Happydemics aims to establish a universal standard for ad performance measurement by moving beyond traditional metrics such as cost-per-click. Instead, the company focuses on measuring brand lift—essentially tracking how positively audiences view advertisements. The company utilises its AI technology to identify advertisers' blind spots, thereby providing a return on investment for its clients. Notable clients of Happydemics include ITV, Warner Bros, GroupM, and The Trade Desk.
According to the Direct Marketing Association, 39% of metrics used in measuring the success of ad campaigns are ineffective in driving meaningful results. Happydemics addresses this issue by offering a unified performance measurement technology. It facilitates a global, standardised breakdown of campaign performance across various media formats, including out-of-home (OOH), digital out-of-home (DOOH), connected TV (CTV), audio, in-game, and display advertising. Its database spans over 25,000 criteria, providing advertisers with accurate performance data across different geographical areas and industries.
The global advertising market, reportedly valued at over USD $1 trillion and growing at an annual rate of 10.5%, still contends with the challenge of accurately measuring and transparently reporting the performance of more than half of investment activities. Happydemics has taken steps to fulfil this need by enabling 2,000 advertisers to assess their campaigns across 60 countries.
Expanding into the UK is part of Happydemics' broader growth strategy to enhance its leadership in essential markets such as the USA and wider Europe. By deploying teams familiar with local markets, Happydemics aims to tackle global profitability challenges effectively, as demonstrated by partnerships with major players like The Trade Desk, ITV, Adform, GroupM, and Warner Bros.
Tarek Ouagguini, Founder of Happydemics, remarked, "At Happydemics, we understand the need for precise, actionable insights to optimise campaigns and prove their effectiveness. Our Brand lift technology delivers exactly that. With this new funding and the best team to tackle the industry's demands for scalability, immediacy, and cross-channel measurement, we're ready to set the global standard in ad performance—even for giants like the GAFAM who rely on trusted third parties."
Cyril Petit, Investment Director at Wille Finance, commented, "We are thrilled to join the Happydemics journey alongside Adelie, contributing to this pivotal phase of the company's growth. Happydemics stands out through the efficiency, agility, and simplicity of its solutions. By simplifying real-time Brand lift measurement, the company provides a strategic edge to key industry players."
Jean-Manuel Costa, Managing Partner and Founder of Adelie Capital, stated, "Today, understanding consumer insights is essential to building and refining effective marketing strategies. In this context, Happydemics is establishing itself as a trusted third party for brands and AdTech players. We are proud to continue supporting Happydemics and its team in their growth strategy. This new round of funding will drive the company's international expansion and position Happydemics as a key player in the sector."
