ABCS Insights - Volition Capital

Adtech
Data, Analytics & Automation

ABCS Insights makes media more valuable through better measurement. ABCS is the industry's only independent company completely dedicated to marketing effectiveness measurement across all marketing channels.

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About ABCS Insights

ABCS offers cookieless ad performance measurement, linking media exposure to real-world outcomes in a GDPR- and CCPA-compliant manner. Its flagship offering enables publishers, middlemen (SSPs, DSPs, and sales houses), and agencies to accurately quantify the sales impact of advertisements, demonstrating the actual value of their campaigns. Its suite of additional offerings then extends across the lifecycle for brand measurement, consideration measurement, and audience targeting.

Background

Over the last decade, retail media networks (“RMNs”) like Amazon and Walmart have proliferated, becoming the 4th largest category of ad spend in 2024. With RMNs’ closed-loop ecosystems, ads are directly associated with sales, raising expectations for bottom-of-the-funnel ad measurement. An increasing number of large retailers are pulling their POS data from third-party data “shelves” in favor of creating these walled-garden media networks. Existing measurement players, such as Circana and Nielsen Catalina (“NCS”), are left with partial coverage of consumer purchasing behaviors. At the same time, third-party signals continue to degrade as consumers and browsers opt out of cookies. A new strategy is needed to meet demand.

[1] WARC

Why We Invested

Jerome Shimizu, a patented measurement expert with leadership experience at multi-billion-dollar companies such as NCS and Kantar, recognized the gap in the market. He and his team created a unique offering that can parallel exposed populations by leveraging the consumer side of the transaction, thus enabling actual versus modeled sales measurement. With minimal sales and marketing investment, ABCS Insights landed over 50 customers, including several ComScore 100 publishers. The rapid adoption speaks volumes about its product-market fit within the multi-billion dollar ad measurement market. With additional resources, there is an opportunity to raise awareness of a solution that has been propelled to date through word of mouth.

As brands validate the accuracy of ABCS’s measurement capabilities, they drive a flywheel effect by requesting ABCS for use across their campaigns. Increased usage, in conjunction with the Company’s cross-sell products, drives industry-leading cohort expansion that contradicts macro trends of reduced ad spend. We are thrilled to partner with the world-class team at ABCS to support their vision to redefine the standards in advertising measurement.