Adtech company Precise TV raises £21 million

Precise TV has secured a £21 million ($26 million) minority investment from LDC, the private equity arm of Lloyds Banking Group. This infusion of capital marks a pivotal moment for the London-based company, which has been a trailblazer in leveraging AI-driven contextual intelligence to enhance video advertising outcomes.

Founded in 2015, Precise TV operates globally with teams in London, Los Angeles, New York, Sydney, and Salzburg. The platform connects brands with meaningful video moments across platforms like YouTube, TikTok, Facebook, and connected TV, while also driving lower-funnel conversions in mobile gaming. Originally launched to safeguard kid-focused content from inappropriate advertising, Precise TV has since expanded to cater to verticals like gaming, travel, and activewear.

The investment from LDC represents the first institutional funding for Precise TV, which had previously relied on self-funding and a small angel investment. This strategic backing underscores the company’s strong financial growth and its potential in the rapidly evolving AdTech landscape. The funds will primarily support expanding its U.S. footprint, developing AI capabilities, and diversifying into emerging markets like gaming.

At the heart of Precise TV’s success is its proprietary tech stack, which integrates AI with panel data, licensed video content, and point-of-sale data from major retailers such as Walmart, Target, and Amazon. This enables Precise TV to craft highly contextualized advertising campaigns that resonate with audiences. The platform’s certification as KidSafe COPPA-compliant and its status as a 2024 Google Premier Partner further highlight its commitment to trust and innovation.

As co-CEO and co-founder Christian Dankl explains, contextual and behavioral targeting work in tandem to achieve superior results. For instance, in gaming—a sector ripe for growth—Precise TV uses its data to align advertising with the context and tone of specific games or scenes, driving app installs and sales. By combining its machine learning models with licensed and proprietary data sources, the company ensures precise targeting that minimizes media wastage.

Currently, the U.S. market accounts for over half of Precise TV’s revenue, reflecting the region’s growing demand for privacy-friendly targeting solutions. Expanding operations in the U.S. not only enhances scale but also provides a springboard for global growth, says co-CEO Nadav Shmuel. The company plans to leverage LDC’s investment to bolster its U.S. presence and extend its reach into other regions.

David Andrews, Partner at LDC, expressed confidence in the management team’s vision, noting their entrepreneurial drive and the scalability of Precise TV’s offering. With demand for contextualized advertising solutions expected to grow as cookie-based targeting declines, the timing of this investment is strategic.