The Future of Ad Tech: Investment and Innovation Drive Change
April 10, 2025, 5:32 pm
Location: United States, New York
Employees: 501-1000
Founded date: 2008
Total raised: $396.5M
The digital advertising landscape is evolving. Two recent developments highlight this transformation: FirstPartyCapital's strategic funding from DoubleVerify and TopOn's certification by the IAB Tech Lab. These events signal a shift towards innovation, transparency, and collaboration in the ad tech sector.
FirstPartyCapital (FPC) is a venture capital firm that focuses on adtech, martech, and digital media. Recently, it secured a significant investment from DoubleVerify, a leader in digital media measurement. This partnership is more than just financial support; it’s a commitment to fostering innovation in the ad tech ecosystem.
DoubleVerify has been proactive in the adtech space. Since 2023, it has invested over $200 million in startups that push the boundaries of digital advertising. This includes acquisitions like Scibids, which uses AI for campaign optimization, and Rockerbox, known for marketing attribution. By investing in FPC, DoubleVerify reinforces its strategy of backing early-stage companies that are reshaping the industry.
FPC was launched in 2021 by a group of industry veterans. They recognized a gap in funding for ad tech startups. Their operator-led fund connects founders with capital and a network of over 200 industry insiders. This unique approach provides startups with not just money, but also mentorship and guidance. The fund's portfolio includes innovative companies like Lumen and Good-Loop, which are making waves in the ad tech space.
The investment from DoubleVerify is a milestone for FPC. It signifies trust and collaboration between two entities that share a vision for the future of digital advertising. This partnership will help FPC’s portfolio companies scale and innovate. It’s a win-win scenario, as both parties aim to drive better outcomes for advertisers, publishers, and consumers.
Meanwhile, across the globe in Guangzhou, China, TopOn Mediation has achieved a significant milestone by passing the IAB Tech Lab's Open Measurement Software Development Kit (OM SDK) certification. This certification is crucial for establishing standardized ad measurement in mobile advertising. It simplifies data collection and analysis, ensuring that advertisers and developers can trust the metrics they rely on.
The OM SDK is designed to eliminate discrepancies in third-party measurement tools. It adheres to strict Media Rating Council (MRC) standards, ensuring that metrics like ad impressions and viewability are accurate. For publishers, this means enhanced operational efficiency and optimized app performance. For advertisers, it translates to smarter decision-making and improved budget allocation.
TopOn’s certification is a testament to its commitment to transparency and accuracy in ad measurement. The platform serves over 15,000 clients and processes more than 40 billion ad requests daily. With the OM SDK certification, TopOn can deepen its collaboration with global ad platforms, creating a more efficient monetization ecosystem for developers.
Both FirstPartyCapital and TopOn are examples of how the ad tech industry is evolving. They highlight the importance of innovation and collaboration in driving change. As digital advertising becomes more complex, the need for reliable measurement and strategic partnerships grows.
Investments like the one from DoubleVerify into FPC signal a broader trend in the industry. Companies are recognizing the value of supporting startups that bring fresh ideas and technologies to the table. This approach not only benefits the investors but also strengthens the entire ecosystem.
The certification of TopOn by the IAB Tech Lab underscores the need for standardized measurement in an increasingly fragmented market. As advertisers demand more transparency, platforms that can provide reliable data will stand out. This certification positions TopOn as a leader in mobile ad mediation, ready to meet the demands of a changing landscape.
In conclusion, the ad tech industry is at a crossroads. Investments and certifications are paving the way for a more innovative and transparent future. Companies like FirstPartyCapital and TopOn are leading the charge, demonstrating that collaboration and a commitment to excellence are key to success. As the digital advertising landscape continues to evolve, those who embrace change will thrive. The future is bright for ad tech, and the journey has just begun.
FirstPartyCapital (FPC) is a venture capital firm that focuses on adtech, martech, and digital media. Recently, it secured a significant investment from DoubleVerify, a leader in digital media measurement. This partnership is more than just financial support; it’s a commitment to fostering innovation in the ad tech ecosystem.
DoubleVerify has been proactive in the adtech space. Since 2023, it has invested over $200 million in startups that push the boundaries of digital advertising. This includes acquisitions like Scibids, which uses AI for campaign optimization, and Rockerbox, known for marketing attribution. By investing in FPC, DoubleVerify reinforces its strategy of backing early-stage companies that are reshaping the industry.
FPC was launched in 2021 by a group of industry veterans. They recognized a gap in funding for ad tech startups. Their operator-led fund connects founders with capital and a network of over 200 industry insiders. This unique approach provides startups with not just money, but also mentorship and guidance. The fund's portfolio includes innovative companies like Lumen and Good-Loop, which are making waves in the ad tech space.
The investment from DoubleVerify is a milestone for FPC. It signifies trust and collaboration between two entities that share a vision for the future of digital advertising. This partnership will help FPC’s portfolio companies scale and innovate. It’s a win-win scenario, as both parties aim to drive better outcomes for advertisers, publishers, and consumers.
Meanwhile, across the globe in Guangzhou, China, TopOn Mediation has achieved a significant milestone by passing the IAB Tech Lab's Open Measurement Software Development Kit (OM SDK) certification. This certification is crucial for establishing standardized ad measurement in mobile advertising. It simplifies data collection and analysis, ensuring that advertisers and developers can trust the metrics they rely on.
The OM SDK is designed to eliminate discrepancies in third-party measurement tools. It adheres to strict Media Rating Council (MRC) standards, ensuring that metrics like ad impressions and viewability are accurate. For publishers, this means enhanced operational efficiency and optimized app performance. For advertisers, it translates to smarter decision-making and improved budget allocation.
TopOn’s certification is a testament to its commitment to transparency and accuracy in ad measurement. The platform serves over 15,000 clients and processes more than 40 billion ad requests daily. With the OM SDK certification, TopOn can deepen its collaboration with global ad platforms, creating a more efficient monetization ecosystem for developers.
Both FirstPartyCapital and TopOn are examples of how the ad tech industry is evolving. They highlight the importance of innovation and collaboration in driving change. As digital advertising becomes more complex, the need for reliable measurement and strategic partnerships grows.
Investments like the one from DoubleVerify into FPC signal a broader trend in the industry. Companies are recognizing the value of supporting startups that bring fresh ideas and technologies to the table. This approach not only benefits the investors but also strengthens the entire ecosystem.
The certification of TopOn by the IAB Tech Lab underscores the need for standardized measurement in an increasingly fragmented market. As advertisers demand more transparency, platforms that can provide reliable data will stand out. This certification positions TopOn as a leader in mobile ad mediation, ready to meet the demands of a changing landscape.
In conclusion, the ad tech industry is at a crossroads. Investments and certifications are paving the way for a more innovative and transparent future. Companies like FirstPartyCapital and TopOn are leading the charge, demonstrating that collaboration and a commitment to excellence are key to success. As the digital advertising landscape continues to evolve, those who embrace change will thrive. The future is bright for ad tech, and the journey has just begun.