# AdAdapted

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/adadapted

- Industry: Software
- Headquarters: Ann Arbor, US
- Website: www.adadapted.com
- Total disclosed funding: $0.7M
- Latest round: Seed (Jul 9, 2014)
- Investors on record: 3

## About

AdAdapted, Inc. provides mobile advertising solutions for consumer packaged goods (CPG) brands, focusing on enhancing shopper engagement through innovative digital platforms and technologies.AdAdapted, Inc. specializes in mobile advertising solutions that support consumer packaged goods (CPG) brands. Founded in 2012, the company is headquartered in Ann Arbor, US. Molly Mcfarland started the company and has a background in entrepreneurial ventures. AdAdapted has completed a total of 4 funding deals, with the most recent occurring on October 26, 2016, when it raised USD 0.3 million in VENTURE DEBT funding. The company has raised a total of USD 0.46 mn to date.AdAdapted specializes in mobile advertising solutions tailored for consumer packaged goods (CPG) brands. Their core offering centers around innovative technologies that enhance shopper engagement and drive sales through digital platforms. The flagship product, the Add-It™ technology, integrates with various retail media networks, enabling brands to influence consumer purchasing behaviors at critical moments, including tools for intercepting list builders and in-store shoppers, as well as shoppable video ads. AdAdapted serves a diverse clientele, including agencies and brands across food, beauty, and alcoholic beverages, with a focus on the U.S. market, particularly targeting retailers such as Walmart, Instacart, Target, and Kroger.AdAdapted generates revenue through strategic partnerships with CPG brands and retail media networks, utilizing a B2B model. Their revenue structure includes service agreements that may contain licensing fees for their Add-It™ technology, enabling brands to effectively position their products on digital shopping lists and in online carts. The company's revenue model is designed to align with client success, potentially incorporating performance-based incentives where clients pay based on the effectiveness of their advertising campaigns. This structure supports ongoing engagement and aims to drive long-term value for both AdAdapted and its partners.Following the most recent funding round in October 2016, where AdAdapted raised USD 0.3 million in VENTURE DEBT, the company plans to enhance its product offerings and expand its market reach. They are focused on developing new technologies to augment shopper engagement and plan strategic market expansions into additional geographic regions, although specific markets and timelines have not been disclosed.

## Funding rounds

- Seed, Jul 9, 2014, $0.7M — University of Michigan (Ross School of Business), Start Garden, Belle Impact Fund

## Investors

- University of Michigan (Ross School of Business) (https://capitalatlas.ai/funds/university-of-michigan-ross-school-of-business) — Seed
- Start Garden — Seed
- Belle Impact Fund (https://capitalatlas.ai/funds/belle-impact-fund) — Seed