Powerlinks

PowerLinks operates as a software platform that automates the buying and selling of native advertising. The company was founded in February 2012 by Kevin Flood and Mike Harty, who met during their time at the University of Leeds. Their venture into the digital media market was driven by the identification of an opportunity to develop technology to reshape online advertising. Kevin Flood, who served as CEO, is recognized for his expertise in marketing automation and contextual data, while Mike Harty acted as the GM.

The firm's core business revolves around its open native advertising platform, which provides marketplaces and technology services for native ads across a global network of devices. PowerLinks connects advertisers and publishers in a data-rich marketplace that processes billions of auctions daily. Revenue is generated by facilitating the real-time buying and selling of ads based on precisely defined customer interest profiles. The company's platform allows for the integration and distribution of various content forms, including sponsored content, e-commerce, and video, across all devices. This enables advertisers to scale their campaigns with personalized messaging.

The PowerLinks platform delivers a non-intrusive user experience by styling ads in real-time to match the look and feel of the surrounding webpage or mobile app. Its component-based creative technology allows advertisers to use existing content to assemble responsive ads. A key feature is the "Personal Relevance Platform," a proprietary data management technology that enriches audience and inventory data, enabling relevance at the keyword, interest, and product purchase intent levels. The platform also incorporates IP targeting for account-based marketing and provides real-time analytics dashboards for campaign optimization. In 2018, the company secured a $6.1 million Series A investment to accelerate its expansion in the US and further develop its technology. The marketplace had surpassed 4,000 advertising campaigns from 140 connected advertisers, with revenue growth of 112% year-over-year at that time.

Keywords: native advertising, ad tech, programmatic advertising, relevance automation, real-time bidding, digital media, content advertising, data management platform, ad exchange, contextual targeting, in-feed ads, ad serving, campaign optimization, marketing automation, customer acquisition, personalized advertising, brand safety, account based marketing, media buying, ad marketplace