Mobsta
Mobsta is a UK-based geo-behavioural ad tech company that uses proprietary agentic AI to translate real-world behavioural signals into precision audience targeting across DOOH, audio, CTV, mobile, and desktop for major brands, agencies, and public sector clients.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Mobsta does
Mobsta is a UK-based geo-behavioural ad tech company, founded in 2011 by John Scorah and Darren Kietz, that operates a proprietary agentic AI media platform. The platform ingests first-, second-, and third-party real-world signals (footfall, spending behaviour, digital content engagement, property and automotive ownership, life-stage indicators) at quadkey17 granularity and curates bespoke audience segments for activation across DOOH, audio, CTV, mobile, and desktop channels globally. Its product surface comprises a core Curation platform plus four integrated modules: Activation (multi-channel campaign delivery with rigorous brand-safety controls), Creative Studio (full-service creative design across formats), Measure (privacy-safe multi-channel attribution), and an Adelaide-powered Attention Measurement layer integrated via partnership.
The company monetises through digital advertising media, data intelligence services, and professional creative services, sold via two complementary go-to-market motions: fully managed enterprise service campaigns (direct sales to major brands and agencies) and self-service PMP options for mid-market advertisers through supply-side curation platforms. Named customers span more than 20 enterprise and public-sector logos across retail (McDonald's, Tesco, Sainsbury's, IKEA, Lidl, Halfords, Specsavers, Post Office, Gaggenau), automotive (KIA, JLR), telecommunications (Nokia, Three), media (Sky), financial services (BlackRock), consumer goods (Mars), government (UK Government, Scottish Government), energy (Smart Energy), travel (Jet2), and NGO (Age UK, Tommys).
Mobsta operates from London (HQ, Silver House, 31-35 Beak Street) and Manchester with 44 employees as of FY2024, having doubled in size since 2022. It is privately held with no external PE/VC investment disclosed, and is led by a C-suite created in January 2025 under CEO Matt Longley alongside COO David Graham, CFO Allison Gislason and CCO Mike Buckley. The business holds a B Corp certification (since August 2022, recertified July 2025 with an impact score of 113.7), TAG Brand Safety certification, IAB Gold Standard 2.1, and Real Living Wage employer status, with emissions and sustainability claims independently verified by ZeroBees.
Mobsta firmographics
Firmographics- Name
- Mobsta
- Legal name
- MOBSTA Ltd
- Website
- https://mobsta.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mobsta is a UK-based geo-behavioural ad tech company that uses proprietary agentic AI to translate real-world behavioural signals into precision audience targeting across DOOH, audio, CTV, mobile, and desktop for major brands, agencies, and public sector clients.
- Ownership category
- akta.pro rank
Mobsta industry classification
Industry- Product category
- Ad Tech / Programmatic Advertising Platform
- NAICS
- Media Buying Agencies (541830), Media Representatives (541840), Indoor and Outdoor Display Advertising (54185)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Alternative OOH & Ambient Media (Guerrilla, Pop-Up Installations) (BPAFALAI)
- akta.pro secondary industries
- Experiential OOH & Ambient Media (Guerilla, Pop-Ups) (MPAAAKAH), Social, Community & Creator Platform Feeds (HDAAAGAD)
Keywords
Where Mobsta is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Mobsta business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Digital Advertising Media: Geo-behavioral advertising across multiple digital channels including DOOH, audio, CTV, mobile and desktop. Operates as a media partner delivering targeted campaigns using behavioral intelligence.
- Data Intelligence Services: Provides data-driven audience insights and intelligence for campaign planning, measurement, and optimization.
- Creative Studio Services: Creative services including design for digital environments, bespoke creative builds, and format optimization across video, audio, CTV, DOOH, display, and native.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Mobsta product offering
Product offeringCore offering
Mobsta operates a proprietary agentic AI-powered geo-behavioural media platform that ingests first-, second-, and third-party real-world signals (footfall, spending behaviour, digital content engagement, property and automotive ownership, life stage indicators) and curates bespoke audience segments at quadkey17 granularity. The platform activates campaigns across DOOH, audio, CTV, mobile and desktop, supported by an in-house Creative Studio and a privacy-safe multi-channel measurement and attribution layer.
Product overview
Mobsta is a geo-behavioural media platform consisting of a core AI-powered Curation platform plus four integrated modules: Activation (multi-channel campaign delivery across DOOH, audio, CTV, mobile, and desktop), Creative Studio (full-service creative design and build across all formats), Measure (multi-channel tracking and privacy-safe attribution), and an Adelaide-powered Attention Measurement layer. The platform uses proprietary agentic AI to ingest first-, second-, and third-party geo-behavioural data signals at quadkey17 granularity, curating bespoke audience segments that are activated across all major digital environments globally. All campaigns are delivered with rigorous brand safety (TAG, IAB Gold Standard, HUMAN, DoubleVerify, Integral Ad Science) and independently verified sustainability (ZeroBees).
Differentiator
Problem solved
Functional benefit
Products and services
- Mobsta Geo-Behavioural Media Platform Agentic AI-powered curation platform that ingests geo-behavioural signals to build bespoke audience segments at quadkey17 granularity, with integrated multi-channel activation across DOOH, audio, CTV, mobile and desktop, plus privacy-safe measurement and attribution. Sold to enterprise brands, agencies and public-sector organisations as a managed or self-service PMP offering.
- Mobsta Creative Studio Full-service creative offering for brands and agencies, covering ideation through to design, build and optimisation across every digital channel and format, designed to maximise the effectiveness of Mobsta-powered media campaigns.
Quantifiable outcome
- 40% reduction in emissions intensity per £ of revenue year-on-year
- +3 more outcomes
Companies that use Mobsta
Customer profileNamed customers22 records
Segments4 records
Ideal customer profiles4 records
Mobsta technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability8 records
Feature4 records
Mobsta partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor and core.
- MG OMDminorCo-chair of MISN roundtable at Cannes Lions 2026, part of the industry initiative for nature recovery.
- giffgaffminorCo-founder of Media in Service of Nature initiative with Ecologi and MG OMD.
- MISN (Media in Service of Nature)minorIndustry initiative co-founded by Ecologi, giffgaff and MG OMD encouraging brands and agencies to dedicate 0.1% of campaign spend to verified UK nature recovery projects. Mobsta is one of the first businesses to sign up to the initiative and co-hosted a roundtable at Cannes Lions 2026.
- EcologiminorCo-founder of Media in Service of Nature initiative focused on verified UK nature recovery projects.
- AdelaidecorePartnership to bring advanced attention measurement capabilities to Mobsta clients. Adelaide's AU (Attention Units) provides an omnichannel metric that predicts placement likelihood to drive attention, combining eye-tracking data, placement attributes, and full-funnel outcomes. When paired with Mobsta's location and behavioral intelligence, enables deeper understanding of audience engagement in real-world contexts.
- ZeroBeescoreIndependent reviewer of Mobsta's emissions data with support for external advice and analysis. Certified B Corp providing verification of Mobsta's greenhouse gas assessments.
- MintelminorFireside chat partnership at Cannes Lions 2026 exploring how consumers engage with AI, their concerns, and what this means for brands and marketers.
- IAB UKminorChair of Mobsta's Cannes Lions 2026 roundtable on 'Predicting Growth: The New Role of Data in the Media Boardroom', CEO Jonathan Mew chaired the session.
- December19minorB Corp Month collaboration initiative 'Gen B Corp Unlocked' - three media businesses opening doors to inspire next generation of B Corp leaders. Joint event hosting for GCSE Media Studies students showcasing B Corp principles in media strategies.
- Canopy MediaminorB Corp Month collaboration initiative 'Gen B Corp Unlocked' - three media businesses opening doors to inspire next generation of B Corp leaders. Joint event hosting for GCSE Media Studies students.
- The Kite FactoryminorHead of Insight Charley Day participated in Mobsta's Cannes Lions 2026 roundtable discussion on AI and data.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Mobsta competitors and assessment
Company assessmentDirect peers
- Hivestack: Pure-play programmatic DOOH ad tech platform. Closest direct competitor to Mobsta's DOOH activation layer and geo-behavioural targeting thesis, operating globally with DSP integrations.
- Vistar Media: Programmatic DOOH and place-based media ad tech. Competes head-to-head with Mobsta on geo-targeted, multi-channel activation including DOOH and mobile.
- Place Exchange: Programmatic DOOH supply-side platform enabling buyers to transact OOH inventory alongside digital channels. Directly comparable supply-side counterpart to Mobsta's activation offering.
- MiQ: Independent programmatic media partner with strong geo and audience data capabilities across DOOH, CTV, audio and digital. Closest UK/global comparable to Mobsta's managed-service curation model.
- StackAdapt: Multi-channel programmatic DSP with native geo-audience targeting and DOOH capabilities. Comparable as a self-serve complement/competitor to Mobsta's enterprise curation platform.
Broad incumbents
- The Trade Desk: Largest independent global DSP, increasingly adding DOOH and geo-behavioural data partnerships. Sets the competitive ceiling on enterprise media-buying technology that Mobsta must differentiate against.
- Magnite: Largest independent omnichannel SSP, including the leading programmatic DOOH exchange (formerly SpotX/Visto). Comparable infrastructure-layer counterpart that Mobsta's activation depends on for supply access.
- JCDecaux: World's largest OOH advertising company, now pushing programmatic DOOH. Comparable on the OOH side of Mobsta's activation mix, though vastly larger and incumbent rather than data-led.
- GroupM: WPP's media investment arm and one of Mobsta's customer ecosystem (M4C/OMD heritage). Comparable as the agency-side counterpart that channels enterprise spend through platforms like Mobsta.
Others
- Adelaide: Attention measurement provider (AU metric) and Mobsta's 2026 strategic partner. Comparable as an adjacent measurement and data partner in Mobsta's multi-channel activation stack rather than a direct competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Mobsta social profiles
Digital presenceMobsta compliance and trust
Trust signalCompliance5 records
Mobsta financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mobsta leadership team
Management profileNumber of profiles
Profiles16 records
Mobsta funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mobsta 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 Mobsta
What does Mobsta do?
Mobsta operates a proprietary agentic AI-powered geo-behavioural media platform that ingests first-, second-, and third-party real-world signals (footfall, spending behaviour, digital content engagement, property and automotive ownership, life stage indicators) and curates bespoke audience segments at quadkey17 granularity. The platform activates campaigns across DOOH, audio, CTV, mobile and desktop, supported by an in-house Creative Studio and a privacy-safe multi-channel measurement and attribution layer.
Is Mobsta a public or private company?
Mobsta is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mobsta founded?
Mobsta was founded in 2011. It employs 11 to 50 people.
Where is Mobsta based?
Mobsta is headquartered in London, United Kingdom, in the Europe region.
How does Mobsta make money?
Three revenue lines are on record. Digital Advertising Media is the primary driver. The others are data Intelligence Services and creative Studio Services.
Who are Mobsta's main competitors?
Direct peers on record are Hivestack, Vistar Media, Place Exchange, MiQ and StackAdapt. Broad incumbents are The Trade Desk, Magnite, JCDecaux and GroupM. Adelaide is listed as an others.
Does Mobsta have an API?
No public API is recorded for Mobsta.
What industry is Mobsta in?
Mobsta's product category is Ad Tech / Programmatic Advertising Platform. Its primary akta.pro industry code is BPAFALAI, Alternative OOH & Ambient Media (Guerrilla, Pop-Up Installations), with a secondary code of MPAAAKAH, Experiential OOH & Ambient Media (Guerilla, Pop-Ups). Its NAICS code is 541830 and its SIC code is 7310.