Mercia Fund Managers
Mercia Asset Management is a specialist asset manager based in the United Kingdom, focused on equity and debt investments to support the growth aspirations of regional businesses. The firm manages multiple funds, including venture capital funds dedicated to early-stage technology companies, particularly in the West Midlands. Mercia aims to provide a complete capital solution by investing across various asset classes, including venture and private equity. It emphasizes backing companies with strong growth potential and proprietary technology. The firm offers initial investments typically ranging from £50,000 to £250,000, with the capacity for follow-on investments up to £1 million per company. Mercia Asset Management also allows private investors to participate in high-growth technology companies through its Growth EIS Fund, benefiting from tax reliefs. Established in 1982, Mercia has established a reputation as a proactive partner for business owners, shareholders, and fund investors, aspiring to deliver superior returns.
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Past deals in Mobile Advertising
Adludio
Series A in 2023
Adludio is a pioneering advertising company that specializes in interactive, AI-powered mobile advertising solutions. Founded in London in 2012, the company partners with international publishers and brands to deliver engaging, touch-enabled digital advertisements across various platforms. Adludio's innovative approach combines data science and learning science to create compelling brand experiences.
Adludio
Series A in 2021
Adludio is a pioneering advertising company that specializes in interactive, AI-powered mobile advertising solutions. Founded in London in 2012, the company partners with international publishers and brands to deliver engaging, touch-enabled digital advertisements across various platforms. Adludio's innovative approach combines data science and learning science to create compelling brand experiences.
Pubguard
Venture Round in 2017
Pubguard is a company that specializes in ad verification and malware detection for digital publishers across mobile, web, and desktop platforms. Its innovative tool is designed to identify harmful advertising, including malware, adult content, and competitor ads, while ensuring a non-intrusive experience for users. By scanning advertisements and highlighting potential threats, Pubguard provides essential protection for digital brands, enabling them to enhance the quality of their ads and improve user experience. The company's solutions operate continuously, safeguarding digital publishers around the clock.
Afternoonify
Seed Round in 2016
Afternoonify, Ltd is a London-based company established in 2015 that specializes in automated digital advertising solutions. The company has developed PERCEPT, a cutting-edge tool designed for brands and advertising agencies to conduct comprehensive pay-per-click (PPC) audits. PERCEPT aims to provide actionable insights and cost-saving opportunities, enhancing the efficiency of digital advertising campaigns. By leveraging advanced technology, Afternoonify seeks to streamline the auditing process, allowing agencies to focus on strategic decision-making and improving overall performance in their advertising efforts.
wayve
Seed Round in 2015
Wayve Ltd. is a technology company focused on simplifying multiscreen advertising through its innovative toolset for HTML5 content creation, deployment, and analysis. Founded in 2013 and based in London, the company offers a range of products including wayve.builder, which allows users to create advertisements using drag-and-drop components and automated features; wayve.trafficker, which streamlines the publishing process for various platforms; and wayve.analytics, which integrates with third-party ad servers and analytics tools. The company primarily serves creative and media agencies, as well as publishers. Additionally, Wayve is pioneering artificial intelligence software for self-driving cars, employing a unique end-to-end machine learning approach that enhances driving efficiency in new environments. Founded by a team from the Cambridge University Engineering Department, Wayve combines technical excellence with ambition to address significant challenges in the self-driving industry.
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