Adtech platform Adthena lands £2m funding

Backing from ex King.com chairman Mel Morris will enable London company to take slice of global $83bn global search marketing sector

Adthena, a marketing software provider, has closed £2m in funding from Mel Morris – ex-chairman of King.com, the mobile gaming company behind candy crush.

Founded in 2012, Shoreditch-based Adthena provides search marketers with insights on their competitors’ activities to help them acquire more customers, covering everything from gap analysis to keyword expansion and brand protection.

The company serves more than 130 clients around the world including major brands Toyota, British Gas, ASDA, Bupa and AXA.

The finance will fuel Adthena’s rapid expansion across the UK and Australia, ahead of expansion into the USA, Germany and France as it looks to capitalise on the estimated $83bn global search marketing sector.

Ian O’Rourke, founder and CEO of Adthena, said: “We’re delighted to welcome Mel on board to support our international expansion. He brings a brilliant and highly successful business mind to Adthena and invaluable experience.

Morris commented: “with search marketing spend making up on average 50% of digital marketing spend, there is a clear market opportunity for Adthena with their patented technology to provide marketers with a unique  ‘whole market view’.”

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