Paapi, a London-based ad measurement platform, has raised £420,000 in an oversubscribed pre-seed round led by SFC Capital.
The company addresses a major challenge in adtech: providing brands with independent, cross-channel ROI insights without relying on reporting from the platforms themselves.
Paapi combines user-level tracking and Privacy Enhancing Technologies (PETs) with AI-driven modelling to deliver actionable insights and automate performance optimisation. Marketers using Paapi gain visibility into which campaigns and creatives are delivering results—and where budget is being wasted.
The platform has already seen early success through pilots with DTC brands seeking a transparent alternative to legacy attribution tools.
The investment will support further development of Paapi’s precision measurement tools and help scale adoption among marketers demanding performance without guesswork.
