Adcounty Media is a technology company that sells advertising, not a traditional agency that makes ads. Born in 2017 in Jaipur as a performance-marketing service shop, it pivoted to build its own suite of proprietary AdTech platforms - the software that automates the buying, targeting and measurement of digital ads - and now delivers those campaigns for brands across more than 20 countries. The recurring approach is to replace third-party tools with in-house technology, keeping more of the margin while promising clients “measurable, impactful, and responsible” advertising. # Business segments A single engine - a technology-driven digital advertising services business - that earns revenue by running outcome-based campaigns for brands across mobile, web and connected TV, powered by a growing suite of proprietary platforms. ## 1. Performance-driven digital advertising: a pay-per-outcome growth partner for brands **The company runs digital ad campaigns for global brands and gets paid only when a specific user action happens - an app install, a click, a lead or a purchase - using its own software to buy, target and optimise those ads.** - **Paid per customer action** - revenue is earned through a CPCU (Cost Per Customer/User) model, meaning the company charges brands based on conversions such as app installs (CPI), leads (CPL), purchases (CPA) or impressions (CPM), not just for showing an ad. - **Three verticals, one stack** - the business is organised into Mobile Performance (user acquisition for apps), Programmatic (automated, AI-targeted ad buying through its BidCounty platform), and Web Performance, which is described as the largest and most profitable growth driver, using India for scale and the UAE for premium margins. - **Clients span the digital economy** - it serves e-commerce, gaming, fintech, BFSI (banking and insurance), edtech, travel, entertainment, automotive and iGaming companies, with two customers together contributing roughly ₹28 crore of revenue in FY25. - **Global delivery from Indian infrastructure** - the company runs campaigns across India, Latin America, Southeast Asia, the Middle East and Europe from offices in eight countries, though all its physical assets - computers, office equipment and a leased building - sit in India. - **Competing in a programmatic-first world** - the global digital ad industry crossed USD 600 billion in 2024, with programmatic buying accounting for nearly three-quarters of that spend, and the company faces intense competition from established global AdTech players. # Proprietary technology platforms **The company builds its own advertising software - a suite of platforms for programmatic buying, mobile performance, connected TV and publisher monetisation - reducing its reliance on rented third-party tools and keeping more of the economics in-house.** - **A platform for every screen** - the portfolio includes BidCounty for programmatic ads, Opsis and OpsisPro for mobile user acquisition, SeeTV for connected TVs, Genwin for web users, iSearch Ads for the iPhone ecosystem, VOOHOO Live for live and video, Adaxx Pro for branding, and PubFormer for helping publishers earn from their ad inventory. - **Two new launches in quick succession** - in December 2025 the company released OPSIS Ads, an AI and machine-learning-driven mobile performance platform with fraud detection and cross-platform tracking across iOS, Android and web, targeting markets from the US and UK to Southeast Asia and MENA; in February 2026 it launched PUB-361, a SaaS platform that plugs directly into Google Ad Manager 360 to give publishers real-time revenue reporting, impression tracking and ad-trafficking controls. - **Built, not just bought** - the company embeds R&D into daily operations, developing proprietary analytics and advertising tools specifically to cut the cost of importing third-party technology, and several platforms including Opsis, Genwin, SeeTV and iSearch Ads were under active development with a planned rollout over two years from FY25. - **Lean infrastructure underneath** - the technology runs on cloud infrastructure migrated away from on-premise servers, with energy-efficient hardware, smart monitoring and LED lighting in its facilities, while the company explores green power purchase agreements for its offices and data centres. # Group structure and partners **The company operated as a standalone entity until mid-2025, then began building a subsidiary structure with two acquisitions - one in Dubai and one in Delhi - to extend its advertising and media services footprint.** - **A newly formed Dubai subsidiary** - in September 2025 the board approved acquiring a 100% stake in ADCOUNTY GLOBAL MEDIA L.L.C, a newly incorporated UAE entity with paid-up capital of AED 300,000 that had not yet started operations, for the stated purpose of promotional gifts, advertising material distribution and press material editing. - **A Delhi-based adtech bolt-on** - in March 2026 the company acquired a 99.95% stake in Adaxx Adtech & Media LLP through a capital contribution of ₹10 crore, bringing in an entity with about ₹2.17 crore in total income and a three-year track record in advertising and media services. - **Related-party relationships exist** - key management personnel or their relatives hold influence in entities such as Athena Media Technologies, Innovana Thinklabs, Surfer Technologies and Netsetgo Media, with whom the company transacts for traded media, service sales and rent. - **Founder-led governance** - the board of eight includes four executive directors (the two joint managing directors who founded the business, plus the CFO and the chief revenue officer as whole-time directors), one non-executive director and three independents, overseeing four statutory committees.