Adthena - Search Marketing Competitive Intelligence Leader

Adthena is a competitive intelligence company that specializes in search engine marketing. It was founded in 2012 by Ian O’Rourke, a seasoned entrepreneur with an extensive background in digital marketing. The company is headquartered in London, United Kingdom, with additional offices in Austin, Texas, and Sydney, Australia.

Company History

Ian O’Rourke founded Adthena in 2012 with the mission to help businesses gain a competitive advantage in search engine marketing. In its early years, the company mainly focused on providing insights into competitors’ paid search strategies. Over time, Adthena has evolved and expanded its scope to include organic search intelligence, enabling its clients to make more informed decisions about their search marketing strategies.

Offerings

Adthena provides its clients with a comprehensive view of their competitive landscape in search marketing. Its core offerings include:

Whole Market View: Adthena’s proprietary machine learning technology allows clients to obtain an accurate and up-to-date view of their entire market, including competitors’ activities and search performance metrics. This holistic perspective enables clients to identify opportunities and threats, as well as benchmark their performance against the competition.

Market Entry Analysis: Adthena helps clients assess new markets and identify potential opportunities by providing insights into the competitive landscape, top players, and search trends.

Competitor Benchmarking: Adthena’s platform enables clients to compare their search performance against their competitors, allowing them to identify areas where they can improve and capitalize on their competitors’ weaknesses.

Ad Copy and Keyword Analysis: Adthena provides detailed insights into competitors’ ad copy and keyword strategies, allowing clients to learn from their successes and failures and optimize their own search marketing campaigns.

Organic Search Intelligence: In addition to paid search insights, Adthena also provides organic search intelligence, helping clients understand their organic search performance relative to their competitors and the overall market.

Funding Rounds

Adthena has successfully completed several funding rounds, which have allowed the company to expand its operations and improve its technology. The most significant funding rounds include:

Seed Round: In 2014, Adthena raised $2 million in a seed funding round led by James Bromley, former COO of MailOnline, and Mel Morris, the former chairman of King Digital Entertainment.

Series A: In January 2018, Adthena secured $14 million in a Series A funding round led by Updata Partners, a leading growth equity firm. The funds were used to support Adthena’s global expansion, particularly in the United States, and to accelerate the development of its artificial intelligence and machine learning capabilities.

Acquisitions

In its quest to enhance its product offerings and expand its market presence, Adthena has made strategic acquisitions. Notably:

Kantar’s Paid Search Offerings: In April 2020, Adthena acquired the paid search intelligence business from Kantar, a leading data and insights company. The acquisition allowed Adthena to enhance its search intelligence capabilities and provide its clients with more comprehensive data and insights.

Search Acumen: In July 2021, Adthena announced the acquisition of Search Acumen, a digital marketing agency specializing in search engine optimization (SEO) and content marketing. This acquisition allowed Adthena to expand its product portfolio to include organic search intelligence, providing its clients with a complete view of their search marketing performance.

In summary, Adthena is a competitive intelligence company specializing in search engine marketing. Founded in 2012, the company has grown rapidly, offering a comprehensive view of the competitive landscape in search marketing through its innovative technology and data-driven insights. With a strong focus on both paid and organic search intelligence, Adthena has become an essential tool for businesses looking to improve their search marketing strategies and gain a competitive advantage in the market.

With an impressive client roster that includes major brands across various industries, Adthena has established itself as a leader in the competitive intelligence space. As the company continues to evolve and expand its market presence, it is poised to become an even more valuable resource for businesses looking to gain a competitive edge in the ever-changing world of search marketing.