Adalyser
Adalyser is a Manchester-based SaaS platform that unifies TV advertising research, planning, measurement, optimisation, and campaign management for brands, agencies, and broadcasters, automating BARB/CARIA data integration and ML-driven attribution across 11 countries.
- Company typePrivate
- Founded2012
- HeadquartersManchester, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Adalyser does
Adalyser, operated by UK private limited company OneSoon Ltd and founded in 2012 in Manchester, is a cloud-based SaaS platform that provides end-to-end TV advertising analytics across five integrated modules: Research, Plan, Measure, Optimise, and Manage. The platform automates the loading and pricing of spot schedules through a proprietary Spot Sync feature that fuses overnight CARIA spot data with consolidated BARB audience data, and overlays a lightweight cross-device JavaScript tracking tag that captures web and app response data. Attribution is delivered through regression-based and random-forest machine learning models that classify website sessions as TV-driven, reporting over 88% accuracy and exceeding 90% on the largest-impact spots. A distinctive capability is the integration with Sky's broadcaster infrastructure, which enables dynamic, programmatic copy rotation across Sky's channel portfolio based on analytics insight.
The company serves three primary customer segments: brands and advertisers (insurance, retail, gambling, dating, streaming, and price comparison verticals including Direct Line, GoCompare, eHarmony, Betfred, BritBox, and uSwitch), media agencies (including Guerillascope, DSc NZ, Rocket Media NZ, UM New York, and Media Native), and media networks and broadcasters. Customer acquisition is driven by free product demonstrations and direct enterprise field sales, supported by a content-marketing engine (blog, resources library) and social presence on LinkedIn and Twitter. The product is sold on an enterprise SaaS subscription basis with custom annual quotes and no public pricing tiers.
Adalyser monetises a substantial data footprint, processing over 2.5 billion site visits per month across 400+ tracked websites and mobile apps, with £2.6bn of advertising spend processed historically and £4.5bn of advertising spend optimised across 11 countries and 3 continents. Through its 2021 partnership with the Choueiri Group it launched Brand4mance, a regional TV attribution product for the Middle East and North Africa, and the company reports trust from 10 of the top 13 media network brands and recognition as a Red Herring Top 100 European award winner.
Adalyser firmographics
Firmographics- Name
- Adalyser
- Legal name
- OneSoon Ltd
- Website
- https://adalyser.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Adalyser is a Manchester-based SaaS platform that unifies TV advertising research, planning, measurement, optimisation, and campaign management for brands, agencies, and broadcasters, automating BARB/CARIA data integration and ML-driven attribution across 11 countries.
- Ownership category
- akta.pro rank
Adalyser industry classification
Industry- Product category
- TV Advertising Analytics
- NAICS
- Other Services Related to Advertising (541890)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Set-Top Box (STB) & Smart TV ACR Data Analytics Providers (MPABAOAE)
- akta.pro secondary industry
- Performance Marketing Automation & Bid Management Services (MPAAACAM)
Keywords
Where Adalyser is headquartered
LocationHeadquarters
- HQ city
- Manchester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Adalyser business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscription: Adalyser operates as a subscription-based SaaS platform providing access to its TV advertising analytics software. Customers access the platform online to research, plan, measure, and optimise TV campaigns. Pricing is quote-based and not publicly disclosed, indicating enterprise-level annual or multi-year subscription contracts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise SaaS platform with custom pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Adalyser product offering
Product offeringCore offering
Adalyser is a cloud-based SaaS TV advertising analytics platform that provides end-to-end tools for researching, planning, measuring, optimising, and managing TV advertising campaigns. It integrates with BARB and CARIA audience data systems to automate spot scheduling, attribution, and campaign management for media agencies, brands, and broadcasters. The platform supports cross-device tracking, machine learning lead classification, and programmatic creative optimisation across Sky's channel portfolio.
Product overview
Adalyser is a unified TV advertising platform comprising five integrated modules: Research, Plan, Measure, Optimise, and Manage. The platform processes the complete TV advertising lifecycle from research and planning through to measurement, optimization, and campaign management. Core features include Spot Sync for automated CARIA and BARB data integration, and Adalyser Alarms for real-time delivery monitoring. A regional product called Brand4mance (offered via partnership with Choueiri Group) extends TV attribution capabilities to the MENA market.
Differentiator
Problem solved
Functional benefit
Brands
- Brand4mance: TV attribution performance product launched in partnership with Choueiri Group for the MENA region, enabling advertisers to measure how TV drives online performance.
Products and services
- Research TV audience research module providing brand analysis, audience locator, conversion rate analysis, and campaign scenario planner. Enables users to understand competitors, analyse viewing figures, and identify target audiences across UK channels and programmes.
- Plan TV media planning software with wizard-based tools for budget, goals, and channel mix configuration. Features planning decision engines that use BARB audience data to generate optimal airtime schedules, with visualisation and sharing capabilities.
- Measure TV audience measurement and ROI attribution platform with spot and response tracking. Features automated schedule collection, lightweight tracking code for cross-device web and app response capture, and linear and on-demand attribution models with clear visual reporting.
- Optimise Programmatic inflight TV campaign optimisation enabling dynamic creative delivery. Dynamically updates advertising messages based on performance analytics across Sky's channel portfolio, with automated copy rotation instructions sent to broadcasters.
- Manage Automated campaign management platform for proactive delivery monitoring. Configurable tasks monitor spend or TVR delivery targets, with automated reports delivered daily and real-time alarm notifications for delivery issues.
- Spot Sync Automated data integration utility that loads and prices spot schedules using CARIA (overnight spots) and BARB (consolidated spots) data. Prices campaigns daily and merges both data sources to ensure the latest view of campaigns is available.
- Adalyser Alarms
Quantifiable outcome
- 35% improvement in conversion rate for Roco after using Adalyser's real-time analytics to optimise TV campaigns
- +4 more outcomes
Companies that use Adalyser
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles4 records
Adalyser technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature9 records
Adalyser partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Choueiri GroupcoreAdalyser partnered with the Choueiri Group to launch Brand4mance, the MENA region's first TV attribution performance product. This strategic partnership enables advertisers across the Middle East and North Africa to access Adalyser's TV analytics technology through the Choueiri Group's market presence. Brand4mance identifies effective channels, programmes, day parts, and creatives, enabling TV to drive online performance for advertisers in 10 MENA markets.
- BARB (Broadcasters Audience Research Board)coreAdalyser integrates with BARB as a registered data processing bureau through its subsidiary OneSoon. BARB data is used for consolidated spot data, audience measurement, campaign planning decision engines, and reach/frequency analysis. BARB data is the official currency for trading TV advertising in the UK.
- OneSoon LtdcoreOneSoon is identified as a registered BARB data processing bureau and is the legal entity behind the Adalyser platform (registered at Peter House, Manchester, M1 5AN). OneSoon processes BARB data for use within the Adalyser platform.
- CARIAcoreCARIA provides overnight spot data integrated into Adalyser's Spot Sync service. CARIA data complements BARB's consolidated data by providing faster overnight spot turnaround, enabling near-real-time campaign visibility. Spot Sync merges CARIA and BARB data to provide the latest view of campaigns.
- SkycoreAdalyser's programmatic creative optimisation solution integrates directly with Sky's broadcaster infrastructure. Adalyser analyses response patterns and automatically sends copy rotation instructions to Sky as creative optimisation instructions, applied to the campaign schedule across Sky's channel portfolio.
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
Adalyser competitors and assessment
Company assessmentDirect peers
- iSpot.tv: US-headquartered cross-screen TV attribution and analytics SaaS platform. Directly competes with Adalyser in TV ad measurement and attribution, serving brands and agencies with real-time campaign analytics, attention metrics and outcomes.
- Samba TV: TV viewership and ad measurement platform built on automatic content recognition (ACR) data from smart TVs. Competes with Adalyser in providing cross-screen TV analytics and audience insights to advertisers and agencies, with a stronger CTV footprint.
- VideoAmp: TV measurement and currency platform (incorporating the former TVSquared). Directly comparable to Adalyser in providing cross-platform TV measurement, planning and attribution for advertisers, agencies and media sellers.
- TVSquared (now part of VideoAmp): Pre-acquisition, TVSquared was a Scotland-based TV attribution SaaS platform. Closely comparable to Adalyser in size, geography and product scope (cross-device TV response tracking and attribution for brands and agencies).
- Realytics: European TV attribution platform measuring the online impact of TV campaigns. Highly comparable to Adalyser in targeting brands and agencies with TV-to-digital response tracking, with a stronger pan-European footprint.
Broad incumbents
- Nielsen: Global leader in TV audience measurement and ratings. Overlaps with Adalyser as a TV measurement provider to agencies and advertisers, but operates at much larger scale and with broader portfolio including linear, CTV and cross-platform currencies.
- Kantar: Major global market research and audience measurement group. Comparable to Adalyser through its TV audience measurement panel and ad effectiveness solutions, but operates as a broad incumbent across many research verticals.
- Innovid: Independent ad tech platform for video and CTV creative, delivery and measurement. Comparable to Adalyser through its TV and video ad measurement capabilities, with a broader focus on ad serving and creative personalisation.
- Extreme Reach: Ad operations and creative asset management platform for TV and video. Overlaps with Adalyser in TV campaign management and analytics for brands and agencies, with deeper workflow and trafficking heritage.
Emerging players
- Digilog: Smaller UK-based TV ad monitoring and verification vendor. Comparable to Adalyser in offering UK TV advertising analytics, but with a narrower focus on spot monitoring and clearance rather than full-lifecycle attribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Adalyser social profiles
Digital presenceAdalyser financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adalyser leadership team
Management profileNumber of profiles
Profiles5 records
Adalyser funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adalyser 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 Adalyser
What does Adalyser do?
Adalyser is a cloud-based SaaS TV advertising analytics platform that provides end-to-end tools for researching, planning, measuring, optimising, and managing TV advertising campaigns. It integrates with BARB and CARIA audience data systems to automate spot scheduling, attribution, and campaign management for media agencies, brands, and broadcasters. The platform supports cross-device tracking, machine learning lead classification, and programmatic creative optimisation across Sky's channel portfolio.
Is Adalyser a public or private company?
Adalyser is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Adalyser founded?
Adalyser was founded in 2012. It employs 1 to 10 people.
Where is Adalyser based?
Adalyser is headquartered in Manchester, United Kingdom, in the Europe region.
How does Adalyser make money?
One revenue line is on record: saaS Platform Subscription.
Who are Adalyser's main competitors?
Direct peers on record are iSpot.tv, Samba TV, VideoAmp, TVSquared (now part of VideoAmp) and Realytics. Broad incumbents are Nielsen, Kantar, Innovid and Extreme Reach. Digilog is listed as an emerging player.
Does Adalyser have an API?
No public API is recorded for Adalyser.
What industry is Adalyser in?
Adalyser's product category is TV Advertising Analytics. Its primary akta.pro industry code is MPABAOAE, Set-Top Box (STB) & Smart TV ACR Data Analytics Providers, with a secondary code of MPAAACAM, Performance Marketing Automation & Bid Management Services. Its NAICS code is 541890 and its SIC code is 7370.