What Advana does

Advana is an Irvine, California-based company founded in 2018 that operates a data and advertising marketplace built on point-of-sale (POS) transaction data drawn primarily from workplace retail environments such as micro markets, breakroom kiosks, and self-service venues. The company serves consumer packaged goods (CPG) brands, consumer brands, media buyers and agencies, market researchers, category managers, and away-from-home sales teams, alongside a supply-side base of micro-market operators, digital signage providers, and point-of-sale providers who monetize their screens and data through the network. Named enterprise customers include PepsiCo, Coca-Cola, Clif Bar, Canteen, Frito-Lay, and Mars.

The platform is organized as a core-plus-modules architecture spanning four integrated products: a DOOH (Digital Out-of-Home) advertising network reaching 40,000+ active devices with claimed 100% coverage of Nielsen's top 100 DMAs and roughly 350M monthly impressions; Sentry, a prescriptive and predictive analytics product delivering market share, pricing, velocity, distribution, out-of-stock, and promotional effectiveness data from POS feeds; Promote, a shopper-promotions module that verifies product is selling at a location before activating offers and tracks impressions, engagements, and sales; and Custom Research, leveraging a database of 3.2 billion+ retail transactions and 10M+ shoppers for surveys, price elasticity, basket affinity, and daypart analysis. Technical differentiation centers on measurement verification — PerView/PrEview-certified impressions, a verified-inventory system, and AI-powered trend spotting — with the central architectural thesis being the proprietary linkage between advertising exposure and actual purchase behavior.

The company monetizes through four revenue streams aligned to its modules: advertising revenue from verified DOOH impressions, subscription-based syndicated data sales (Sentry), transaction/performance-based fees on shopper promotions (Promote), and professional-services custom research. Go-to-market is consultative and enterprise-led — demo bookings and contact-us CTAs with quote-based, non-disclosed pricing — complemented by a self-serve programmatic DOOH buying channel and channel distribution via SSPs and a flagship technology partnership with 365 Retail Markets, which supplies access to 65,000+ touch screens across the workplace network.

Name

Advana

Legal name

Advana

Website

https://advana.io

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Advana operates a point-of-sale data and advertising marketplace serving CPG and consumer brands, media buyers, and category managers, combining workplace DOOH advertising, syndicated retail analytics, shopper promotions, and custom research built on 3.2B+ retail transactions.

Ownership category

akta.pro rank

Product category

Retail Marketing Technology (POS Data & DOOH Advertising)

NAICS

Indoor and Outdoor Display Advertising (54185), Advertising Agencies (541810), Marketing Research and Public Opinion Polling (54191)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Out-of-Home (OOH), DOOH & Ambient Advertising (BPAFAAAI)

akta.pro secondary industries

Marketing Technology, AdTech & MarTech Services (BPAFAAAN), Programmatic Display & Video (DSP/RTB) (BPAFACAC), Market Research, Analytics & Consumer Insights (BPAFAAAM), Promotions, Shopper & Retail Marketing (Sales Promotion, POS) (BPAFAAAO)

Keywords

• Point-of-sale data analytics
• DOOH advertising platform
• Shopper promotions software
• Syndicated retail data
• Programmatic digital signage

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations

Revenue model

1. DOOH Advertising: Digital out-of-home advertising revenue from deploying campaigns across the company's workplace DOOH network of digital screens. Advertisers pay for verified impressions and targeted ad placements.
2. Syndicated Data Sales: Subscription-based access to prescriptive and predictive analytics from point-of-sale data. Provides market share, pricing, velocity, and competitive intelligence to CPG brands and retailers.
3. Shopper Promotions: Digital promotion delivery service that targets consumers based on purchase behavior and delivers in-store offers. Revenue from brands paying for promotion placement and performance-based pricing.
4. Custom Market Research: Custom research services leveraging over 3.2 billion retail transactions to deliver tailored insights including price optimization, trend analysis, and consumer surveys.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Advana operates a data and advertising marketplace built on true point-of-sale data, integrating a workplace DOOH advertising network (40,000+ active devices, 350M monthly impressions, 100% Nielsen top 100 DMA coverage) with POS-based prescriptive and predictive analytics covering 3.2 billion retail transactions. Its offering enables brands and agencies to deploy targeted advertising, deliver verified shopper promotions, and access syndicated or custom market research tied directly to verified purchase behavior.

Product overview

Advana operates as a data and advertising marketplace built on true point-of-sale data, offering a platform-plus-modules architecture. The core offering comprises four integrated products: DOOH Network (advertising placement across workplace digital screens), Sentry (prescriptive and predictive analytics from retail transactions), Promote (shopper promotions with verified inventory and impressions), and Custom Research (custom surveys and insights from consumer transaction data). These products work together to connect brands and retailers with billions of retail transactions, enabling targeted advertising and measurable campaign performance.

Differentiator

Problem solved

Functional benefit

Brands

• Sentry: Prescriptive and predictive analytics platform providing point-of-sale data insights including market share, retail pricing, product velocity, and competitor analysis.
• Promote
• DOOH

Products and services

• DOOH Network Digital Out-of-Home advertising network providing programmatic display advertising across 40,000+ active devices at workplace locations with 100% coverage in Nielsen's top 100 DMAs and 350M monthly impressions for media buyers, agencies, and consumer brands.
• Sentry Syndicated Data and Analytics Platform Syndicated data and prescriptive/predictive analytics platform providing collaborative business intelligence from point-of-sale data for manufacturers and retailers, covering market share, retail pricing, product velocity, distribution, out-of-stocks, and promotional effectiveness.
• Promote Shopper Promotions Platform Shopper promotions platform that verifies product availability at retail locations before activating promotions, providing verified impressions, eCommerce-grade analytics, and tracked impressions, engagements, and sales for every campaign location.
• Custom Research Custom market research service leveraging over 3.2 billion retail transactions and 10 million+ shoppers from 40,000 retail locations, providing tailored metrics including trip frequency, price elasticity, basket affinities, daypart trends, and custom surveys.

Quantifiable outcome

• 40,000+ active DOOH devices and 350M monthly impressions for advertising reach
• +3 more outcomes

Named customers6 records

Segments9 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Partnerships

One partnership is on record.

• 365 Retail MarketsflagshipTechnology or IntegrationStrategic partnership with 365 Retail Markets, the global leader in self-service technology, enables Advana to access 65,000+ touch screens for the most expansive workplace DOOH network in the world. The partnership covers self-serve kiosks, the 365Pay Mobile App, and signage throughout breakrooms at workplace locations. Advana's DOOH ad network utilizes 365 Retail Markets' technology to capture consumer attention at the point of decision.

Scale indicators13 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Circana (formerly IRI): Circana is one of the largest syndicated POS data and market intelligence providers for CPG and retail globally. Broadly incumbent competitor to Advana's Sentry product, with far greater scale and established CPG contracts but narrower focus on micro-market and workplace venues.
• NielsenIQ: NielsenIQ is the dominant provider of retail measurement, consumer panel data, and CPG market research worldwide. Broad incumbent that competes with Advana for CPG research and analytics budgets, though Advana focuses on the micro-market segment NielsenIQ covers less deeply.
• The Trade Desk: The Trade Desk is a leading independent demand-side programmatic ad platform that has expanded into DOOH buying. Broad incumbent that competes with Advana on the demand-side for media agency budgets, particularly via its Solimar DOOH integration.

Direct peers

• Hivestack: Hivestack is a programmatic DOOH ad platform providing supply-side and demand-side technology for digital out-of-home campaigns globally. Direct competitor in programmatic DOOH infrastructure.
• SPINS: SPINS provides syndicated retail POS data and analytics for consumer brands, particularly in natural, specialty, and emerging channels. Closely comparable to Advana's Sentry product, with similar customer base of CPG brands seeking scan data and shopper insights.
• Broadsign: Broadsign provides DOOH CMS and ad-serving software that powers many digital signage networks worldwide. Comparable in enabling network operators to monetize inventory programmatically, though Broadsign is more software/infrastructure focused than Advana's full-stack marketplace.
• Vistar Media: Vistar Media is one of the largest programmatic DOOH ad platforms, enabling media buyers to purchase digital out-of-home inventory across thousands of venues. Direct competitor to Advana's DOOH Network offering on the supply-side programmatic side.
• Place Exchange: Place Exchange is a programmatic DOOH SSP that connects digital signage operators with media buyers. Advana uses PerView from PlaceExchange to certify impressions, and Place Exchange competes with Advana for programmatic DOOH supply and demand.

Emerging players

• Firefly: Firefly is an emerging DOOH advertising company that places digital screens on ride-share vehicles, enabling programmatic place-based advertising. Comparable in the verified-impression, programmatic DOOH space though operating in transit rather than workplace venues.

Others

• 365 Retail Markets: 365 Retail Markets is Advana's flagship technology partner and the leading provider of self-service kiosks and micro-market technology in workplace and breakroom environments. Listed here because of the deep commercial relationship — Advana's network scale is built on 365's footprint — even though 365 is a technology/infrastructure partner rather than a direct competitor.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights2 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Advana