Business Insider: Adtech Company Captify Just Sold A Majority Stake In Its Business To A Private-equity Firm As It Vies To Become Advertisers’ ‘Search Intelligence’ Alternative To Google

SFW Capital, a US private-equity firm focused on data-centric businesses has entered an agreement to acquire a majority stake in adtech firm Captify, the pair said Wednesday.

Terms of the deal were not disclosed.

Founded in London, UK in 2011, Captify describes itself as a “search intelligence platform.” The company collects data from searches performed on publisher and e-commerce websites to offer insights to advertisers looking to target particular audiences who have shown interest in certain products or topics.

More-recently, Captify has expanded that offering into the fast-growing connected-TV space, allowing advertisers to use that search data to target users watching programming on over-the-top TV apps and other forms of video. This year it also launched a self-service platform, that allows advertisers and agencies to plan and buy digital-ad campaigns using its search data, without the need for human support.

Captify has raised $12.3 million in funding to date, confirmed a company spokesperson. Insider reported the company was on track to generate between $60 million and $80 million in revenue in 2020; the spokesperson said Captify was also profitable last year, though didn’t offer specifics. The company currently has around 280 employees.

Want to find out more? Read the full article on Insider.