KGC Capital-backed AdYapper grabs funding

AdYapper, which is backed by KGC Capital, has received multimillion dollar funding. The investors included Jack Giarraputo, founder of Happy Madison Productions. AdYapper is a provider of analytics for display and mobile ads.


Chicago, Illinois – May 8, 2014 – AdYapper, the industry leader in actionable advertising viewability, today announced it has received accreditation from the Media Rating Council (MRC) for its real-time measurement of viewable display ad impressions. AdYapper’s proprietary technology can see through unfriendly cross-domain iFrames to achieve consistently high measurability rates and offers accurate real-time and pre-bid viewability solutions for both buyers and sellers of digital media. The data is used to deliver substantial campaign performance improvements, enhance existing consumer analytics and attribution offerings, as well as quantifying the effects of branding initiatives both online and off.
“The MRC accreditation validates that AdYapper’s technology and methodology is sound, consistent with the latest standards, and in alignment with the industry,” said Elliot Hirsch, Founder & CEO of AdYapper. “Now, brands, ad networks, DSPs, publishers, and technology providers will be able to confidently bring viewability to their organizations. Additionally, marketers have been stuck using inaccurate attribution metrics based upon ads served, not seen. It’s exciting to help clients leverage our new MRC accreditation and Viewable Consumer Behavior tracking to fix these measurement issues and reveal the true opportunity viewability brings to their bottom line.”
AdYapper’s MRC Accreditation comes at a pivotal moment in the industry. On March 31, 2014, the MRC lifted its viewable impression advisory for display advertising, giving a green light to begin transacting on the new metric for the first time. The MRC is a U.S.-based industry association composed of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure that measurement services are valid, reliable and effective.
“We congratulate AdYapper on achieving MRC accreditation for its viewability solution for online display advertising,” said George W. Ivie, Executive Director and CEO, MRC. “As the digital advertising marketplace continues to move toward the greater accountability that viewable impressions provide, it can do so with the confidence that AdYapper has met MRC’s rigorous standards for its viewable impression measurement.”
Concurrent with the accreditation announcement, AdYapper is also announcing it has secured multi-million dollar funding with a second strategic round of investment composed of notable investors and angels in the media space, including well known Hollywood producer Jack Giarraputo, founder of Happy Madison Productions. AdYapper will use the new funding and investor expertise to expand into new markets and emerging media types.
AdYapper processes billions of ads on a monthly basis, and increases return on advertising spend consistently for its clients. Most marketers and advertisers are surprised to learn only 30-40% of the ads they buy ever make it onto a consumer’s screen, or that a significant portion of the engagement they do see is fraudulent. AdYapper delivers a new level of insight into digital marketing spend, and makes those insights highly actionable, enabling marketers to increase revenue or customer engagement by as much as 450% for the same spend.
AdYapper’s Viewable Consumer Behavior (vLayer™) performance technology increases ROAS by enhancing its core MRC Accredited viewability measurement with new viewable data points such as vCTR™ (viewable click-through rate), granular geographic viewability vGeo™, vConversions™, BXD brand exposure duration, viewable audience reach metrics including vReach™ and vFrequency™, and unlimited additional custom parameters. For more information on AdYapper, visit
About AdYapper
AdYapper is an expert in ad viewability measurement and optimization. AdYapper’s proprietary technology and methodology is unique to the marketplace and understands – down to individual consumers and ads – if and how long ads spend on the screen of those consumers. AdYapper is able to reveal new and valuable metrics in the digital ad landscape around Viewable Consumer Behavior. The metrics are used to understand the true impact of digital marketing efforts, aligning them with metrics typically limited to TV, in addition to enabling powerful optimizations – everything from eliminating ads that are unseen (but paid for), to generating more unique consumer eyeballs for substantially less cost. AdYapper provides a rich, multi-dimensional data set, with a full service dedicated account team to make the data highly actionable for its clients. The uses are expansive and applicable to many units within an organization – including media buyers, performance marketing teams, and promotions teams, to consumer analytics teams and beyond.
AdYapper is based in Chicago / New York, and is a proud TechStars & 1871 Chicago alumni. AdYapper’s advertising viewability measurement is accredited by the Media Ratings Council (MRC). For more information, visit:
About the Media Rating Council (MRC)
The MRC is a non-profit industry association established in 1964 composed of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC Accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research and other standards MRC produces; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 90 research products are audited by the MRC.

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