London, United Kingdom – Blis, the programmatic advertising platform that doesn’t rely on personal data, has acquired a significant investment from LDC, the UK’s mid-market private equity firm. This investment will back the platform’s existing management team to further grow and expand the global business, enabling Blis to double its headcount in the next few years.
As it marks 18 years in business, Blis has spent almost two decades shaping the role of location in the evolving programmatic landscape. It has invested heavily in its privacy-first technology for many years, expanding its solutions beyond location and launching its planning tool, Audience Explorer, in early 2021. This future-proofed approach enables Blis to deliver integrated planning and buying solutions via the Blis Platform to deliver highly accurate, targeted campaigns for some of the world’s biggest brands, through personalised and scalable targeting, without reliance on personal data.
According to Blis, some of the world’s leading global brands and their media agencies use its solutions to tackle challenges in a cookieless era. Blis’ unique approach provides personalised targeting and performance without relying on personal data, serving up relevant ads to the most high-value, addressable audiences across any channel. Ahead of impending industry changes, Blis is not only delivering privacy-first targeting, but it is also providing the most holistic understanding of customers by combining consented location data with other rich, powerful data signals, helping clients to prepare today for the increasing lack of intent data.
Greg Isbister, CEO of Blis, commented that he is proud of everything they have achieved in the past 18 years, and he is looking forward to accelerating the platform’s growth plans in partnership with LDC.
“We have an incredibly dedicated and passionate team focused on the company’s growth and ready to help the industry move forward in the right direction. LDC believes in our promise as the audience-first platform that doesn’t rely on personal data, and their unparalleled expertise will, undoubtedly, help Blis to continue expanding globally,” said Isbister.
LDC’s investment director John Green and partner David Andrews will be joining the board alongside Isbister, Blis’ CFO Parm Dhami, and John Farrell, who joins Blis as non-executive chair. With more than 25 years of experience, Farrell has led some of the world’s biggest marketing services brands and was the former president and CEO of Publicis Group’s specialised agencies and marketing services arm.
Green shared that Blis has created a leading tech business that allows the advertising industry to move forward in a more transparent and effective way, and the management team, led by Isbister, now has the necessary support to further grow the business.
“We can see a real opportunity to support the growth of Blis across the globe, and we’re excited to work in partnership to achieve great success and help advertisers deliver scale and result in a privacy-centric world,” said Green.