AdAdapted
- Company typePrivate
- Founded2012
- HeadquartersAnn Arbor, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What AdAdapted does
AdAdapted, founded in 2012 in Ann Arbor, Michigan by Mike Pedersen (CEO) and Molly McFarland (CRO), is a commerce media platform that connects CPG brands, agencies, and grocery retailers through patented Add-It™ one-click conversion technology. The company's core offer is the Add-It™ One Platform, an SDK that lets brands turn digital ad impressions directly into items in a shopper's retailer shopping list or online cart without redirects, logins, or app switches, addressing the well-documented friction (72% of shoppers abandon an ad that redirects) between CPG advertising and verified retail purchase. The platform is embedded across 45+ grocery planning and recipe apps (Pepper, SideChef, Flipp, Tasty, Northfork, WeStock, eGrowcery) and into retail media networks such as Albertsons Media Collective, exposing campaigns to 46M verified shoppers and 14M+ list-add events annually, and yielding documented outcomes of 20x conversion lift and 99% cart conversion in flagship campaigns.
The product surface is organized as a platform-plus-modules architecture with feature modules including Add-to-List, Add-to-Cart, Save-to-Phone, Recipes, Pathways, Push Notifications, Keyword Intercept, Retargeting, Shoppable Video, Recipe Selector, and DealFinder Ads / Localized Activations. RMN+ extends the platform into offsite retail media, and a 3-Stage AI Framework (Plan Smarter, Optimize Continuously, Accelerate Insight) applies deterministic modeling, conversion optimization, dynamic creative optimization, automated data cleaning, and natural-language querying across the campaign lifecycle. LiveRamp, Comscore, and Publicis are named technology and measurement integrations.
Commercially, AdAdapted operates on quote-based, multi-year enterprise contracts, with revenue derived from CPG advertising spend ("CPG Digital Advertising Platform" stream) and retailer-focused managed services. Go-to-market mixes direct enterprise field sales to 1,200+ brands and agencies, channel sales through 850+ agency partners (Mars United Commerce, The Mars Agency, TPN, Southern Glazer's/DRAM, Drinkubator, Publicis), and OEM/embedded distribution inside publisher apps and retail media networks; a self-serve AdAdapted Direct tier exists for shorter-cycle advertisers. The company surpassed $20M in revenue in 2024 and has been recognized on the Deloitte Technology Fast 500, multiple Inc. 5000 lists, the 2023 MarTech Breakthrough Award, and the 2025 P2PI Retail Media Award for co-founder Molly McFarland. Total disclosed funding is approximately $7.4M across six small rounds through 2020, and ownership remains concentrated with the founders.
AdAdapted firmographics
Firmographics- Name
- AdAdapted
- Legal name
- AdAdapted, Inc.
- Website
- https://adadapted.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
AdAdapted industry classification
Industry- Product category
- Retail Media / Commerce Media Platform
- NAICS
- Advertising Agencies (541810), Software Publishers (5132)
- SIC
- Services-Advertising Agencies (7311), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Advertising, Marketing & Customer Personalization (HDAAAGAC)
- akta.pro secondary industry
- Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)
Keywords
Where AdAdapted is headquartered
LocationHeadquarters
- HQ city
- Ann Arbor
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
AdAdapted business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- CPG Digital Advertising Platform: AdAdapted generates revenue as a commerce media platform serving CPG brands and agencies. The company provides advertising services that turn CPG shopper intent into measurable sales through their Add-It technology. Revenue is derived from media spend on campaigns that deliver measurable return on ad spend (iROAS) with verified retail conversions. The company has surpassed $20M in revenue in 2024.
- Retailer Media Solutions: AdAdapted provides solutions for retailers (For Retailers segment) to turn offsite media into high-performing commerce media and give CPG partners attribution they have been asking for. This includes RMN+ offerings that extend retail media networks' capabilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise CPG advertising campaigns |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels9 records
AdAdapted product offering
Product offeringCore offering
AdAdapted operates a commerce media platform built around patented Add-It™ technology that enables frictionless one-click conversion from digital advertising to verified retail purchases. The platform combines AI-optimized audience targeting with proprietary add-to-list, add-to-cart, and save-to-phone capabilities, integrated directly into 45+ grocery planning publisher apps and retail media networks. It serves CPG brands, agencies, and grocery retailers with measurable iROAS outcomes.
Product overview
AdAdapted is a commerce media platform providing a unified platform-plus-modules architecture built around its patented Add-It™ technology. The core Add-It™ One Platform connects AI-optimized CPG audience targeting with patented one-click conversion adtech. The portfolio includes featured products: Add-to-List, Add-to-Cart, RMN+ (offsite retail media), Save-to-Phone, Recipes, Pathways, Push Notifications, Keyword Intercept, Retargeting, and Shoppable Video. Additional offerings include DealFinder Ads and Recipe Selector for specialized use cases. Solutions serve both advertisers (CPG brands and agencies) and retailers, with retailer-specific paths to the cart.
Differentiator
Problem solved
Functional benefit
Products and services
- Add-It™ One Platform
Quantifiable outcome
- 20x increase in conversion rate
- +5 more outcomes
Companies that use AdAdapted
Customer profileNamed customers24 records
Segments2 records
Ideal customer profiles3 records
AdAdapted technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability7 records
Feature10 records
AdAdapted partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Albertsons Media CollectivecoreAdd-It technology powers Albertsons Media Collective's offsite-to-cart breakthrough. Enables shoppers to add products directly to Albertsons cart from offsite media without leaving the page. General Mills holiday campaign achieved 99% cart conversion rate with 20x better performance than benchmarks.
- NFRA (National Frozen and Refrigerated Foods Association)coreFive-year partnership (extending through 2026) powering NFRA's March Frozen Food Month and June Dairy Month campaigns with Save Now, Buy Later technology. Partnership delivered highest competitive shopper conversions and estimated omnichannel revenue. New features include Add-It Recipe Selector and DealFinder Localized Activations.
- PeppercoreStrategic partnership with Pepper, a social recipe app loved by over 1 million home cooks. Collaboration enables product discovery and list-building within cooking inspiration moments. Brands using AdAdapted can reach Pepper's engaged audience with one-click ingredient list additions and streamlined paths to purchase.
- Buzzfeed's Tasty and NorthforkcorePartnership to expand add-to-bag capabilities for CPG brands. Integration with Tasty's recipe content and Northfork's platform extends advertising reach across recipe discovery and shopping list building.
- ComscorecorePartnership to bring consumer insight capabilities and LDA (Learn, Develop, Apply) compliance to alcohol advertisers. Provides measurement and compliance framework for alcohol brand campaigns.
- FlippcoreExpanded partnership to help brands land products on US shoppers' lists. Integration enables AdAdapted's shoppable media within Flipp's digital flyer and shopping platform.
- WeStockminorPartnership to help emerging brands grow sales. WeStock provides access to shelf space and retail distribution for emerging CPG brands using AdAdapted's shoppable media.
- LiveRampcorePartnership to expand network audience and increase targeting efficiency. LiveRamp's identity resolution capabilities enhance AdAdapted's audience targeting for CPG campaigns.
- The Mars AgencycoreExpanded partnership providing brands with enhanced data and reporting capabilities. The Mars Agency leverages AdAdapted's platform for client campaigns with improved attribution.
- TPNcoreTPN selects AdAdapted to drive digital conversions for its CPG retail partners. TPN acts as a channel partner reselling AdAdapted's shoppable media solutions.
- Southern Glazer's Wine and Spirits / DRAM AgencycorePartnership with Southern Glazer's Wine and Spirits digital marketing affiliate DRAM Agency to provide white label media solution for spirits brand clients.
- DrinkubatorminorDrinkubator selects AdAdapted to provide spirits brand clients with white label media solution. AdAdapted technology embedded within Drinkubator's platform offering.
- SideChefcorePartnership to extend advertising reach for CPGs through recipe integration. SideChef's recipe platform provides context for AdAdapted's shoppable recipe advertising.
- GoPuffcorePartnership covered in Adweek and Progressive Grocer. AdAdapted technology enables shoppable advertising with GoPuff's instant delivery platform, driving shoppers from ad exposure to purchase.
Scale indicators14 records
Recent moves6 records
Expansion highlights7 records
AdAdapted competitors and assessment
Company assessmentBroad incumbents
- LiveRamp: Identity resolution and data collaboration platform serving CPG advertisers and agencies. Already an AdAdapted technology partner via identity resolution, but also a broad incumbent offering adjacent targeting and measurement capabilities.
- Criteo: Established commerce media platform providing retargeting and personalized ads for retail and CPG advertisers. A larger incumbent in the same commerce media category with broader advertiser reach and more international presence.
- Publicis Groupe (Publicis Commerce): Global advertising and commerce holding company with significant CPG and retail media capabilities. Both a channel partner (one of AdAdapted's 850+ agency relationships) and a broad incumbent competing for the same CPG ad dollars.
- Instacart (Carrot Ads): Retail media network and shoppable advertising platform with massive first-party grocery shopper data. Competes with AdAdapted for CPG offsite-to-cart budgets and is also a partner integration point for Add-It carting.
Direct peers
- Kevel: Retail media API and ad-serving platform that enables retailers and marketplaces to build custom ad products. Comparable as infrastructure powering shoppable CPG and retail advertising, with similar retailer/RMN target buyers.
- CitrusAd: Retail media tech platform enabling CPG brands to run sponsored product ads and shoppable media on retailer sites and apps. Closest functional competitor to AdAdapted's Add-It Add-to-Cart and RMN+ offerings within the CPG commerce media category.
- The Mars Agency: Independent shopper marketing agency specializing in CPG commerce, retail media, and shopper activation. Directly comparable as a channel partner and competing for similar CPG commerce-media engagements.
- TPN (a DDC Group company): Commerce and retail media agency working with CPG brands on digital conversions at retail. Comparable to AdAdapted on agency-side services and overlapping enterprise CPG customer base.
- Flipp: Digital flyer and shopping-list platform with embedded shoppable advertising capabilities for CPG brands. Comparable as both a partner integration (AdAdapted technology embedded inside Flipp) and as a competing shoppable-media surface.
- Mars United Commerce: Commerce media agency serving CPG brands with shopper marketing and retailer activation capabilities. Directly comparable to AdAdapted's agency-side GTM and overlapping customer base (e.g., Mars as a shared flagship client).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
AdAdapted social profiles
Digital presenceAdAdapted compliance and trust
Trust signalCompliance4 records
AdAdapted financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdAdapted leadership team
Management profileNumber of profiles
Profiles6 records
AdAdapted funding detail
Funding detailFunding overview
Funding rounds6 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdAdapted M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AdAdapted
What does AdAdapted do?
AdAdapted operates a commerce media platform built around patented Add-It™ technology that enables frictionless one-click conversion from digital advertising to verified retail purchases. The platform combines AI-optimized audience targeting with proprietary add-to-list, add-to-cart, and save-to-phone capabilities, integrated directly into 45+ grocery planning publisher apps and retail media networks. It serves CPG brands, agencies, and grocery retailers with measurable iROAS outcomes.
Is AdAdapted a public or private company?
AdAdapted is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AdAdapted founded?
AdAdapted was founded in 2012. It employs 101 to 250 people.
Where is AdAdapted based?
AdAdapted is headquartered in Ann Arbor, United States, in the North America region.
How does AdAdapted make money?
Two revenue lines are on record. CPG Digital Advertising Platform is the primary driver. The others are retailer Media Solutions.
Who are AdAdapted's main competitors?
Broad incumbents on record are LiveRamp, Criteo, Publicis Groupe (Publicis Commerce) and Instacart (Carrot Ads). Direct peers are Kevel, CitrusAd, The Mars Agency, TPN (a DDC Group company), Flipp and Mars United Commerce.
Does AdAdapted have an API?
No public API is recorded for AdAdapted.
What industry is AdAdapted in?
AdAdapted's product category is Retail Media / Commerce Media Platform. Its primary akta.pro industry code is HDAAAGAC, Advertising, Marketing & Customer Personalization, with a secondary code of BPAMAGAK, Marketplace Enablement, Seller Tools & E-commerce Infrastructure. Its NAICS code is 541810 and its SIC code is 7311.