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Finecast

Full company profile

uuid000eck8

Namestring
Finecast
Legal namestring
WPP Media Limited
Websiteurl
finecast.com
Company typeenum
Private
Founded yearint
2017
Descriptiontext

Finecast operates an addressable TV advertising platform that enables brands to deliver targeted ads to audiences watching content across multiple broadcasters. Founded in 2017 and headquartered in Holborn, United Kingdom, the company maintains a headcount of 101–250 employees and is a wholly-owned operating brand within WPP Media Limited, itself part of WPP plc's global media collective. Finecast's offering sits alongside Choreograph (data and measurement), EssenceMediacom, Mindshare, Wavemaker and The Goat Agency, all of which are retained as specialist brands under WPP's collective structure.

The technology stack is integrated into WPP Open, WPP's intelligent marketing system, and is centered on two named components: Open Media Studio (OMS), an end-to-end media delivery platform, and Open Intelligence, described as a next-generation AI-powered marketing solution. Underpinning these is a decentralized data network spanning trillions of data points that is used to generate predictive intelligence trained on each brand's own data. The positioning is explicitly AI-driven and outcome-focused, covering unified media, data and production management as well as connected commerce, measurement and analytics.

Commercially, Finecast operates as a B2B enterprise offering sold to global brands and marketers through direct enterprise sales teams embedded in WPP Media's field organizations. Distribution leverages WPP's 16 country and regional offices across the Americas, EMEA and APAC. Pricing is not publicly disclosed, and the company does not appear as a separately listed entity, instead consolidating its results within WPP's media reporting.

Short descriptiontext

Finecast operates an addressable TV advertising platform that lets brands deliver targeted ads to audiences across multiple broadcasters, operating as a specialist brand within WPP Media's global collective and leveraging the WPP Open AI-powered marketing system.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
101–250
akta.pro rankint
HeadquartersHolborn, United Kingdom
HQ citystring
Holborn
HQ countrystring
United Kingdom
HQ regionstring
Europe
Markets served

Serves global market

Offices16 records

Each record includes

City, Country, Type, Description, Source

Keyword5 values
addressable TV advertising, programmatic TV ads, cross-broadcaster ad delivery, TV audience targeting, AI-powered ad tech
Industry2 codes
1Distribution Feeds & Syndication (Partner Delivery, APIs, Feeds)
CodeMPAHALAJPrimaryYes
2Media Transport & Contribution (SRT/RIST, Satellite/IP, Fiber)
CodeMPAHAKADPrimaryNo
NAICS code2 codes
  • Media Buying Agencies54183
  • Media Representatives541840
SIC code1 code
  • Services-Motion Picture & Video Tape Distribution7822
Product category
Addressable TV Advertising Platform
Marketing channels4 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels1 record

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
GTM typeB2B
B2B
Offering typeSoftware
Software
Core offering1 text field

Finecast is a pioneering platform that enables advertisers to deliver targeted ads to audiences watching TV content across multiple broadcasters. Operating within WPP Media's AI-driven media delivery ecosystem, the platform combines addressable TV advertising capabilities with WPP's Open Media Studio and Decentralized Data Network to deliver predictive, outcome-focused media buying for global brands.

Differentiator
Functional benefit
Problem solved
Product and service1 record
1Finecast Addressable TV Advertising Platform
CategoryAddressable TV Advertising Platform
Scale indicator3 records

Each record includes

Type, Value, Description, Source

Recent move5 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight5 records

Each record includes

Type, Description

Peers10 records
1Pubmatic
TypeDirect peer
Description

Programmatic ad-tech platform with CTV and video monetization offerings. Comparable to Finecast in facilitating cross-publisher video/CTV ad transactions for brand advertisers.

2FreeWheel
TypeDirect peer
Description

Comcast-owned ad management and monetization platform for premium video across TV, CTV and digital. Comparable to Finecast in delivering advertiser demand into broadcaster and operator inventory at scale.

3Magnite
TypeDirect peer
Description

Independent SSP specializing in CTV and video inventory monetization. Comparable as a technology intermediary enabling addressable-TV ad delivery across multiple broadcasters and streaming operators.

4Amobee
TypeDirect peer
Description

Cross-channel advertising platform owned by SingTel with CTV and linear TV buying capabilities. Comparable to Finecast as a media buying platform serving enterprise advertisers across TV formats.

5Innovid
TypeDirect peer
Description

Independent ad serving and measurement platform for connected TV and video. Comparable to Finecast as infrastructure for delivering, personalizing and measuring TV/video ad creative across broadcasters and platforms.

6The Trade Desk
TypeDirect peer
Description

Leading independent programmatic DSP with deep CTV/addressable-TV capabilities. Directly comparable to Finecast as a platform enabling advertisers to buy audience-targeted TV and video inventory across multiple publishers.

7GroupM (WPP sibling unit)
TypeOthers
Description

WPP's other global media investment group operating in parallel to WPP Media. Relevant as a WPP-internal benchmark for media buying scale and as a channel through which addressable-TV buying is orchestrated within the broader WPP group.

8Adobe Advertising Cloud
TypeBroad incumbent
Description

Adobe's cross-channel media buying platform within its broader Experience Cloud. Comparable to Finecast as a technology stack for enterprise advertisers managing paid media across TV and digital.

9Sky AdSmart
TypeDirect peer
Description

Sky's addressable-TV advertising product, one of the pioneering European addressable-TV platforms. Comparable to Finecast in offering advertisers audience-targeted linear TV ad delivery.

10Google Ad Manager
TypeBroad incumbent
Description

Google's broad ad serving and programmatic platform including CTV inventory access. Comparable to Finecast as a large incumbent enabling TV/video ad buying, though serving a much wider digital portfolio.

Market position
Strengths4 records

Each record includes

Headline, Details, Source

Weaknesses4 records

Each record includes

Headline, Details, Source

Competitive moat5 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment1 record

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
Yes
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Feature3 records

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles4 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

Subsidiaries5 records

Each record includes

Name, Acquired on, Relationship type, Type, Business focus

No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Finecast

Addressable TV Advertising Platformfinecast.com

Finecast operates an addressable TV advertising platform that lets brands deliver targeted ads to audiences across multiple broadcasters, operating as a specialist brand within WPP Media's global collective and leveraging the WPP Open AI-powered marketing system.

What Finecast does

Finecast operates an addressable TV advertising platform that enables brands to deliver targeted ads to audiences watching content across multiple broadcasters. Founded in 2017 and headquartered in Holborn, United Kingdom, the company maintains a headcount of 101–250 employees and is a wholly-owned operating brand within WPP Media Limited, itself part of WPP plc's global media collective. Finecast's offering sits alongside Choreograph (data and measurement), EssenceMediacom, Mindshare, Wavemaker and The Goat Agency, all of which are retained as specialist brands under WPP's collective structure.

The technology stack is integrated into WPP Open, WPP's intelligent marketing system, and is centered on two named components: Open Media Studio (OMS), an end-to-end media delivery platform, and Open Intelligence, described as a next-generation AI-powered marketing solution. Underpinning these is a decentralized data network spanning trillions of data points that is used to generate predictive intelligence trained on each brand's own data. The positioning is explicitly AI-driven and outcome-focused, covering unified media, data and production management as well as connected commerce, measurement and analytics.

Commercially, Finecast operates as a B2B enterprise offering sold to global brands and marketers through direct enterprise sales teams embedded in WPP Media's field organizations. Distribution leverages WPP's 16 country and regional offices across the Americas, EMEA and APAC. Pricing is not publicly disclosed, and the company does not appear as a separately listed entity, instead consolidating its results within WPP's media reporting.

Finecast firmographics

Firmographics
Name
Finecast
Legal name
WPP Media Limited
Website
https://finecast.com
Company type
Private
Founded year
2017
Operating status
Operating
Headcount range
101–250 employees
Short description
Finecast operates an addressable TV advertising platform that lets brands deliver targeted ads to audiences across multiple broadcasters, operating as a specialist brand within WPP Media's global collective and leveraging the WPP Open AI-powered marketing system.
Ownership category
akta.pro rank

Finecast industry classification

Industry
Product category
Addressable TV Advertising Platform
NAICS
Media Buying Agencies (54183), Media Representatives (541840)
SIC
Services-Motion Picture & Video Tape Distribution (7822)
akta.pro primary industry
Distribution Feeds & Syndication (Partner Delivery, APIs, Feeds) (MPAHALAJ)
akta.pro secondary industry
Media Transport & Contribution (SRT/RIST, Satellite/IP, Fiber) (MPAHAKAD)

Keywords

  • Addressable TV advertising
  • Programmatic TV ads
  • Cross-broadcaster ad delivery
  • TV audience targeting
  • AI-powered ad tech

Where Finecast is headquartered

Location

Headquarters

HQ city
Holborn
HQ country
United Kingdom
HQ region
Europe

Offices16 records

Markets served

Finecast business model

Business model
GTM type
B2B
Offering type
Software
Cost components
Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Distribution channels1 record

Marketing channels4 records

Finecast product offering

Product offering

Core offering

Finecast is a pioneering platform that enables advertisers to deliver targeted ads to audiences watching TV content across multiple broadcasters. Operating within WPP Media's AI-driven media delivery ecosystem, the platform combines addressable TV advertising capabilities with WPP's Open Media Studio and Decentralized Data Network to deliver predictive, outcome-focused media buying for global brands.

Differentiator

Problem solved

Functional benefit

Products and services

  • Finecast Addressable TV Advertising Platform

Companies that use Finecast

Customer profile

Segments1 record

Ideal customer profiles1 record

Finecast technology and API

Technology

Technology focussed Yes

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Feature3 records

Finecast partnerships and signals

Strategic signal

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Finecast competitors and assessment

Company assessment

Direct peers

  • Pubmatic: Programmatic ad-tech platform with CTV and video monetization offerings. Comparable to Finecast in facilitating cross-publisher video/CTV ad transactions for brand advertisers.
  • FreeWheel: Comcast-owned ad management and monetization platform for premium video across TV, CTV and digital. Comparable to Finecast in delivering advertiser demand into broadcaster and operator inventory at scale.
  • Magnite: Independent SSP specializing in CTV and video inventory monetization. Comparable as a technology intermediary enabling addressable-TV ad delivery across multiple broadcasters and streaming operators.
  • Amobee: Cross-channel advertising platform owned by SingTel with CTV and linear TV buying capabilities. Comparable to Finecast as a media buying platform serving enterprise advertisers across TV formats.
  • Innovid: Independent ad serving and measurement platform for connected TV and video. Comparable to Finecast as infrastructure for delivering, personalizing and measuring TV/video ad creative across broadcasters and platforms.
  • The Trade Desk: Leading independent programmatic DSP with deep CTV/addressable-TV capabilities. Directly comparable to Finecast as a platform enabling advertisers to buy audience-targeted TV and video inventory across multiple publishers.
  • Sky AdSmart: Sky's addressable-TV advertising product, one of the pioneering European addressable-TV platforms. Comparable to Finecast in offering advertisers audience-targeted linear TV ad delivery.

Others

  • GroupM (WPP sibling unit): WPP's other global media investment group operating in parallel to WPP Media. Relevant as a WPP-internal benchmark for media buying scale and as a channel through which addressable-TV buying is orchestrated within the broader WPP group.

Broad incumbents

  • Adobe Advertising Cloud: Adobe's cross-channel media buying platform within its broader Experience Cloud. Comparable to Finecast as a technology stack for enterprise advertisers managing paid media across TV and digital.
  • Google Ad Manager: Google's broad ad serving and programmatic platform including CTV inventory access. Comparable to Finecast as a large incumbent enabling TV/video ad buying, though serving a much wider digital portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Finecast social profiles

Digital presence

Finecast financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Finecast leadership team

Management profile

Number of profiles

Profiles4 records

Finecast subsidiaries and ownership

Company hierarchy

Subsidiaries5 records

Finecast funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Finecast M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Finecast

What does Finecast do?

Finecast is a pioneering platform that enables advertisers to deliver targeted ads to audiences watching TV content across multiple broadcasters. Operating within WPP Media's AI-driven media delivery ecosystem, the platform combines addressable TV advertising capabilities with WPP's Open Media Studio and Decentralized Data Network to deliver predictive, outcome-focused media buying for global brands.

Is Finecast a public or private company?

Finecast is a private company. It is classified as corporate owned and is currently operating.

When was Finecast founded?

Finecast was founded in 2017. It employs 101 to 250 people.

Where is Finecast based?

Finecast is headquartered in Holborn, United Kingdom, in the Europe region.

Who are Finecast's main competitors?

Direct peers on record are Pubmatic, FreeWheel, Magnite, Amobee, Innovid, The Trade Desk and Sky AdSmart. GroupM (WPP sibling unit) is listed as an others. Broad incumbents are Adobe Advertising Cloud and Google Ad Manager.

Does Finecast have an API?

No public API is recorded for Finecast.

What industry is Finecast in?

Finecast's product category is Addressable TV Advertising Platform. Its primary akta.pro industry code is MPAHALAJ, Distribution Feeds & Syndication (Partner Delivery, APIs, Feeds), with a secondary code of MPAHAKAD, Media Transport & Contribution (SRT/RIST, Satellite/IP, Fiber). Its NAICS code is 54183 and its SIC code is 7822.

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