We are excited to announce our investment in Adcities, the Spain-based AdTech company transforming Out-of-Home (OOH) advertising into a measurable, data-driven digital channel. 

Adara Ventures led the €3+ million seed round, alongside PlusPartners, Bynd, and notable business angels including Albert Nieto (co-founder of Seedtag) and Scott Painter (global mobility leader and founder of TrueCar and Fair).

The challenge: OOH advertising is a powerful but disconnected channel

OOH is one of the oldest and most visible advertising formats. It is present in every city, on every street, and across every mode of transport. Yet despite consumers spending 70% of their time outside the home, only 7% of global marketing budgets are allocated to outdoor media. 

The reason is simple: it is difficult to measure impact with the precision of digital channels. Traditional OOH has operated on fragmented tools, static rate cards, manual planning, and limited attribution methodologies. This leaves brands and agencies struggling to reliably answer fundamental questions: How many people saw a campaign? Who were they? What was the effect on store traffic, behaviour, or conversion?

As digital advertising faces diminishing returns, rising acquisition costs, and increasing saturation, the market is urgently seeking new channels that can deliver attention and trust with the same accountability as online platforms.

Introducing Adcities: Turning the physical world into a truly digital advertising layer

Adcities is redefining OOH by building the technology infrastructure that makes outdoor media as targetable, measurable, and actionable as digital. 

The company has developed a proprietary OMI (Outdoor Media Intelligence) platform, which uses advanced geo-contextual models and both first-party and third-party data to activate campaigns across a premium network of physical assets, such as digital billboards, bus shelters, urban vehicles, and retail points.

Through a full-stack SaaS and marketplace platform, Adcities allows brands and agencies to plan, launch, measure, and optimise OOH campaigns entirely online. Campaigns are activated via an interactive map interface and can be measured in real time with KPIs such as:

• Impressions and effective exposure time
• Reach, frequency, and audience profiles
• Geo-segmented performance and drive-to-store uplift

Adcities’ attribution engine blends GPS signals, Mobile Advertising IDs (MAIDs), demographic and behavioural datasets, and machine-learning analytics to determine which audiences were exposed to which assets, and what happened next. This creates a level of transparency historically unavailable in the OOH ecosystem.

Strong traction with brands and agencies

Co-founders Manuel Ferreira (CEO) and Jacobo Lumbreras (Chief Product & Technology Officer) launched Adcities in 2024, combining their strong commercial and product backgrounds. Manuel previously led operations as COO at Locatel, while Jacobo has founded multiple ventures such as PicPay and Dillie, and was a lead Product Manager at Upwork. 

Adcities has already activated campaigns with more than 25 major brands, including Telefónica, Decathlon, and Mapfre, giving advertisers visibility into real-time exposure and the performance of each ad asset.

The company is also rapidly expanding its inventory network. Fleet-based advertising is supplemented with fast-growing private asset integrations, such as retail storefronts and urban supports, unlocking thousands of square meters of previously untapped OOH supply.

A platform built for the entire OOH ecosystem

Adcities sits at the intersection of advertisers, agencies, and media owners, bringing digital integration to a traditionally fragmented landscape:

• For brands and agencies: Plan and buy OOH campaigns the same way as digital: data-driven, CPM-based, and fully programmatic.
  
• For media owners: Monetise inventory through dynamic pricing, gain access to digital budgets, and maintain full control over availability.
  
• For publishers and fleet partners: Transform vehicles and private assets into measurable, bookable ad units with zero operational friction.

This flywheel between supply and demand allows the platform to scale rapidly while creating a resilient competitive moat.

What’s next for Adcities

With the new seed funding, Adcities plans to:

• Strengthen its OMI tech stack with richer data sources and more sophisticated segmentation and attribution models.
  
• Expand its commercial operations in Spain, growing senior talent and broadening the variety of available formats within its network.
  
• Accelerate international expansion, beginning with Mexico as the entry point to Latin America, followed by key European markets.

The 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.

The Adara view: Bringing digital precision to the physical world

The OOH sector is experiencing a global resurgence as brands seek high-attention mediums that complement digital channels. Yet the industry has lacked the measurement, automation, and transparency needed to unlock its full potential.

Adcities solves this disconnect with a modern, AI-powered platform that bridges physical and digital advertising, creating a new category of smart, accountable OOH. 

We believe founders Manuel Ferreira and Jacobo Lumbreras have the vision, technology, and execution capability to lead this transformation – turning the streets of every major city into a measurable channel with digital-grade intelligence.

Learn more about Adcities: https://www.adcities.com