Home Startup Antler Investor Memo Sequence: Adtech startup MADU monetises visible content material in a post-cookies publishing

Antler Investor Memo Sequence: Adtech startup MADU monetises visible content material in a post-cookies publishing

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Antler Investor Memo Sequence: Adtech startup MADU monetises visible content material in a post-cookies publishing

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Early stage funding firm Antler Australia lately backed a brand new cohort of startups as a part of its ongoing program to construct nice native tech corporations.

Startup Every day is sharing the small print of every enterprise within the “Antler Investor Memos” collection, which is designed to offer you a fast,  sharp understanding of the startups and other people concerned, with many in search of comply with up capital following Antler’s preliminary pre-seed funding.

Firm title: MADU 

Formation date: 2022

Stage of enterprise: Pre-Seed

Founders: Hendricus (Rick) Willem and Ben Huang

Present buyers: Antler

Presently elevating: No

Description of enterprise

Coined the “dying of third-party cookies”, digital advertisers and publishers will not have the ability to depend on 

cookies to trace on-line person knowledge by the top of subsequent 12 months. In response to rising client privateness considerations, international know-how behemoths, together with Google, Apple and Mozilla Firefox, are phasing out third-party cookies on their platforms.

As advert spending within the international digital promoting market is projected to achieve over US$700 billion this 12 months, the {industry} is readying for the aftermath.

Powered by AI, adtech startup MADU helps publishers monetise their visible content material in a cookie-less world by turning each picture on their web site right into a revenue-generating alternative.

The platform mechanically scans publishers’ pictures by its Product Recognition Engine, figuring out related merchandise and creating affiliate hyperlinks.

In doing so, it then shows intuitive digital adverts for customers to immediately “store the look,” all whereas an affiliate fee is paid by retailers and shared between the writer and MADU. 

As publishers give attention to income diversification in response to sinking promoting budgets, heightened competitors, and the evolving client privateness regulation panorama, MADU allows publishers to show their present content material into further income streams with out amassing private client knowledge. 

With over 17 years of expertise within the publishing {industry}, co-founders Hendricus Willem and Ben Huang are deeply aware of the income challenges dealing with publishers, licensing charge hurdles dealing with picture companies, and dwindling budgets dealing with advertisers.

MADU is based on the idea {that a} writer’s visible content material holds an limitless quantity of worth, but that is usually left untapped, till now.

Antler funding thesis

“MADU concurrently solves two challenges: enabling publishers to monetise their visible content material whereas abiding by client privateness rules, all whereas enriching shoppers’ on-line shopping expertise with the flexibility to immediately purchase merchandise on the level of inspiration,” stated Jake Booker, Affiliate Accomplice at Antler Australia.

“The ever-evolving digital publishing {industry} should always adapt to altering market situations, client calls for, advertiser budgets, and regulation, to stay worthwhile. Our conviction in MADU stems from Hendricus and Ben’s unwavering give attention to unlocking new income streams with untapped alternatives from publishers’ personal content material.”

Traction/ milestones, up to now

In lower than 4 months since receiving Antler’s Pre-Seed funding, MADU has developed and launched its automated advert tech platform to the market.

A number of writer purchasers have signed as much as implement the system and there’s a pipeline of industry-leading writer purchasers within the resolution.

Past product improvement and optimisation, MADU has secured quite a few partnerships with affiliate networks together with Skimlinks, Awin and CommissionFactory offering entry to inventories with over 6,500 vogue retailers globally.

Newest funding

Pre-Seed from Antler

Use of funds

With Antler’s preliminary funding, MADU has accelerated the event of its automated resolution and Product Recognition Engine.

Because it continues to give attention to product optimisation, MADU is making ready a number of integration options for affiliate and publishing companions to simplify the implementation of its product, present customised choices, and speed up its adoption. 

The founders say:

“With the stricter privateness regulation and disappearance of third-party cookies, a brand new period of B2C internet advertising is being created as we converse. Our resolution is without doubt one of the frontrunners on this new market as we may help shoppers with one thing they’ve all the time needed: store immediately on the level of inspiration,” stated Hendricus “Rick” Willem, cofounder of MADU.

“Whereas different commercial options lean closely on cookies and third-party knowledge, MADU is establishing a brand new customary for internet advertising within the cookie-less period. 

“We goal to remodel the whole on-line visible panorama right into a shoppable one, enabling shoppers to buy any product they see and love immediately, a functionality that was as soon as a distant dream however is now became a actuality. 

“The teaching from Antler all through our journey thus far has been of large worth. Antler helped us discover the ache factors inside our preliminary resolution once we first joined their cohort. They coached us all through our journey whereas ensuring that we made all the proper choices independently.

“Antler factors you in the proper route however doesn’t maintain your hand, which as a start-up, is nice and is a beneficial strategy to work along with your VC investor.”

What’s subsequent?

Antler, a world early-stage VC, is revealing all its newest investments made in formidable Australian founders and startups. With 100 investments in early-stage corporations, MADU is certainly one of its most up-to-date portfolio corporations. 



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