Ghent-based Invibes Advertising lands €5 million for its in-feed advertising tech

Invibes Advertising, a tech company specialising in digital in-feed advertising, has announced a successful capital increase of €5 million.

Invibes Advertising specializes in digital advertising – its innovative solutions are supported by an in-feed format that’s integrated into media content. Inspired by social network advertising, the company develops its own technology to help brands better communicate with consumers. Currently, its technology is optimized for distributing in a closed network of media groups, including: Bertelsmann, Hearst, Unify, Groupe Marie Claire, Axel Springer, and many others. Notable clients include major brands such as Mercedes, Samsung, Levis, and IBM.

Nicolas POLLET, CEO and co-Founder of Invibes Advertising stated: “I would like to thank the Investors for placing their trust in us by taking part in this capital increase. These funds will be used to accelerate our development plan in the digital advertising market, which has remained buoyant since the start of the year. Our business model has proved highly resilient during the trying COVID-19 crisis. We are now focused on ramping up our geographic expansion, reassured in the choices we have made with the support of clients regularly releasing pan-European campaigns. We are also forging ahead with our investments in our technological platform, particularly on data to further improve RoI for our clients and expand our independence from GAFAM.”

Invibes Advertising plans to use the funds raised from the capital increase as additional financial resources to ramp up its development in three strategic areas.

Firstly, €1.5 million will be used to fund its organic international expansion in a bid to extend its geographic coverage to Nordic countries, Northeastern Europe, Russia, etc. By expanding its geographic footprint, Invibes Advertising will be able to strengthen its pan-European organisation to meet the expectations of brands and major international advertisers, seeking a company capable of offering them digital advertising solutions managed all across Europe.

Secondly, €1.5 million will be used to fund R&D (Artificial Intelligence, Big Data) and develop the new Invibes ID Network, based on the same principle as Unified ID Solutions, an open-source project launched by The TradeDesk in 2020. The aim of the network is to offer an alternative to third-party cookies, set to be discontinued by end-2022, to allow advertisers to continue releasing targeted ads, rely on emails that website visitors agree to send, and analyse the browsing habits of users on multiple sites. With this new project, Invibes Advertising will be able to compete with GAFAM in terms of technological command, capacity for federating a dense international network, and firepower when it comes to identifying and targeting internet users.

Finally, €2 million is earmarked for external growth opportunities. Invibes Advertising plans to focus in particular on targets holding key technological building blocks in the fields of Artificial Intelligence and Big Data, in order to generate potential synergies with these areas of expertise and expand its databases to further improve the effectiveness and interactivity of its campaigns.