Adara Ventures leads a €3+ million funding round in Adcities

Adara Ventures has announced its investment in Adcities, the Spain-based AdTech company redefining Out-of-Home (OOH) advertising by turning it into a measurable, data-driven digital channel. Adara Ventures led the €3+ million seed round, alongside PlusPartners, Bynd, and business angels such as Albert Nieto (co-founder of Seedtag) and Scott Painter (global mobility leader and founder of TrueCar and Fair).

Addressing the long-standing measurement challenge in OOH

OOH remains one of the most visible and ubiquitous advertising formats, present in every city, street, and mode of transport. However, despite consumers spending 70% of their time outside the home, only 7% of global marketing budgets are allocated to outdoor media. The gap lies in measurement: traditional OOH has relied on fragmented tools, static rate cards, manual planning, and limited attribution methodologies. As a result, brands struggle to answer key performance questions such as audience exposure, audience identity, or impact on traffic, behaviour, and conversions.

As digital advertising faces rising acquisition costs, saturation, and diminishing returns, the demand for alternative channels capable of offering both trust and measurable performance is stronger than ever.

Adcities: Bringing digital precision to physical spaces

Adcities is building the technological infrastructure that makes OOH as targetable, measurable, and actionable as digital advertising. The company has developed a proprietary Outdoor Media Intelligence (OMI) platform that uses advanced geo-contextual models and both first- and third-party data to activate campaigns across a premium network of physical assets, including digital billboards, bus shelters, urban vehicles, and retail spaces.

Through its full-stack SaaS and marketplace system, Adcities enables brands and agencies to plan, launch, measure, and optimise OOH campaigns online. Campaign performance can be tracked in real time with metrics such as impressions, exposure time, audience profiles, geo-segmented results, and drive-to-store uplift.

Its attribution engine combines GPS signals, MAIDs (Mobile Advertising IDs), demographic and behavioural datasets, and machine-learning analytics to determine which audiences were exposed to which assets—and what happened afterward—bringing unprecedented transparency to the OOH ecosystem.

Strong market traction and rapid network expansion

Founded in 2024 by Manuel Ferreira (CEO) and Jacobo Lumbreras (Chief Product & Technology Officer), Adcities is experiencing fast adoption. Ferreira previously served as COO at Locatel, while Lumbreras founded companies such as PicPay and Dillie and was Lead Product Manager at Upwork.

The company has already activated campaigns for more than 25 major brands, including Telefónica, Decathlon, and Mapfre, providing advertisers with real-time exposure and performance analytics of every ad asset.

Its inventory network continues to expand rapidly. In addition to fleet-based advertising, Adcities is integrating private assets such as retail storefronts and urban supports, opening thousands of square meters of previously inaccessible OOH supply.

A platform designed for the entire OOH value chain

Adcities integrates all industry stakeholders into a cohesive digital ecosystem:

Brands & agencies: Plan and buy OOH campaigns the same way they buy digital media—data-driven, CPM-based, and programmatic.
Media owners: Monetise inventory through dynamic pricing, access digital budgets, and maintain full control over availability.
Publishers & fleet partners: Turn vehicles and private spaces into bookable ad units without operational friction.

This supply–demand flywheel enables rapid scaling and creates a defensible competitive moat.

What’s next: Strengthening technology and accelerating global expansion

With the new seed funding, Adcities will:

Enhance its OMI tech stack with richer datasets and more advanced segmentation and attribution models.
Expand its commercial operations in Spain, growing senior talent and diversifying available formats.
Accelerate international expansion, starting with Mexico as its entry point into Latin America and followed by key European markets.

Its long-term vision is to build the urban intelligence layer of the OOH ecosystem, integrating analytics, planning, execution, and attribution into a single operating system for outdoor advertising.

Adara’s perspective

Adara Ventures highlights the renewed global momentum in OOH as brands seek high-attention channels that complement digital advertising, while also demanding higher accountability. Adcities bridges this gap by enabling a new category of smart, measurable, and AI-powered OOH, bringing digital precision to the physical world.

Image: Manuel Ferreira (L) and Jacobo Peleteiro (R)