Paris-based Happydemics secures €13M to help marketers get better returns on their ad spend

Paris-based Happydemics, a company specialising in brand metrics and ad performance measurement, has raised €13M in a Series B funding round led by Wille Finance and Adelie Capital.

The investment will support the company’s expansion, particularly in the UK, and enhance its position as a key partner for marketers. 

Happydemics plans to invest further in its AI-driven solutions to advance predictive capabilities and optimise ad performance for its global clientele. This funding and expansion comes at a time when the company seeks to form new strategic partnerships and grow its international presence.

Tarek Ouagguini, founder of Happydemics, says, “At Happydemics, we understand the need for precise, actionable insights to optimise campaigns and prove their effectiveness. Our Brand lift technology delivers exactly that.”

“With this new funding and the best team to tackle the industry’s demands for scalability, immediacy, and cross-channel measurement, we’re ready to set the global standard in ad performance—even for giants like the GAFAM who rely on trusted third parties.”

A solution to measure and optimise all media investments 

Direct Marketing Association reports reveal that 39 per cent of success metrics used in campaigns are not meaningful to campaign delivery. 

Happydemics addresses this by offering a performance measurement technology with a breakdown of campaign performance across over 25,000 criteria, including OOH, DOOH, CTV, audio, in-game, and display.

This approach helps eliminate blind spots for advertisers, simplifies media strategy optimisation, and provides a universal standard for measuring effectiveness.

Founded in 2015 by Tarek Ouagguini, Happydemics’ Brand Lift solution enables adtechs, DSPs, agencies, and other players to assess the impact of multichannel media investments. It has enabled 2,000 advertisers to analyse the performance of their campaigns across 60 countries.

The company has raised €11.8M in funding across multiple rounds, including €1.8M in 2017, €2M in 2018, and €8M in 2020.

Global growth expansion

Happydemics is expanding into the UK as part of its strategy to strengthen its presence in key markets, including the US and Europe. The company plans to address global profitability challenges by deploying teams with local expertise. 

This expansion is backed by partnerships with major industry players such as The Trade Desk, ITV, Adform, GroupM, and Warner Bros.

Cyril Petit, Investment Director, Wille Finance, says, “We are thrilled to join the Happydemics journey alongside Adelie, contributing to this pivotal phase of the company’s growth. Happydemics stands out through the efficiency, agility, and simplicity of its innovative solutions. By simplifying real-time Brand lift measurement, the company provides a strategic edge to key industry players.”

Jean-Manuel Costa, managing partner and founder of Adelie Capital, adds. “Today, understanding consumer insights is essential to building and refining effective marketing strategies. In this context, Happydemics is establishing itself as a trusted third party for brands and AdTech players.”

“We are proud to continue supporting Happydemics and its team in their growth strategy. This new round of funding will drive the company’s international expansion and position Happydemics as a key player in the sector.”

Brief about the investors

Wille Finance, a Zurich-based single-family office since 2007, has managed portfolios in real estate, equities, and private equity, with over 45 startup investments in sectors like adtech, HR tech, Industry 4.0, and digital health. The firm focuses on businesses that are experiencing rapid international expansion.

Adelie, a private equity firm founded in 2019, invests €2M to €10M in European tech companies across multiple stages. Its investor base includes over 200 tech entrepreneurs and senior partners from private equity and financial corporations. Through a partnership with Clipperton, a tech-focused investment bank, Adelie gains access to investment opportunities. Its investments include AramisAuto, Botify, Glovo, Teads, and others.