Paapi, a next-generation Ad Measurement Platform, has closed a £420,000 pre-seed funding round led by SFC Capital, the UK's most active early-stage investor. The initial round was oversubscribed by 20%.

Paapi is tackling one of adtech's biggest challenges: giving brands a clear and independent view of cross channel advertising ROI-without relying on the platforms marking their own homework. Paapi offers a cost-effective solution that connects spend to performance across channels, campaigns and creatives.