Adomni

Market position

Adomni positions itself as a programmatic marketplace spanning both outdoor and indoor digital screen formats. Management has publicly forecast that programmatic buying could more than double US digital out-of-home ad spend, which it placed at roughly $2.5-$3 billion, within two to four years.

Differentiators cited by the company include breadth of inventory across 37 digital screen types and 725,000+ screens, proprietary Audience IQ audience targeting, rapid campaign setup, media-owner-controlled pricing, cross-format screen sequencing between vehicle-top screens and digital billboards, and the consumer-facing Shoutable marketplace.

Technology

The platform provides self-serve inventory discovery, transparent pricing, audience targeting through proprietary Audience IQ technology, and campaign performance reporting. Vehicle-top ads delivered through the Uber partnership use geofence triggering and run as eight-second video-supported spots, and can be sequenced with digital billboard placements so that billboard plays are weighted when participating vehicles are in proximity. Under the proposed Kubient merger, Adomni planned to incorporate Kubient's KAI artificial intelligence product for AI-powered fraud prevention, real-time data monitoring, pattern recognition and brand safety.

Go-to-market

Adomni sells through a self-serve online platform supported by a direct sales team, and partners with billboard operators and owners for inventory. Its stated growth strategy includes bringing new buyer types into digital out-of-home, particularly programmatic online buyers accustomed to mobile, connected TV and display advertising.

Brand marketers, advertising agency media planners and buyers, and digital out-of-home media owners; through Shoutable, Adomni also sells to individual consumers.

Geography

The company describes connected digital out-of-home screen inventory across the world; its Uber vehicle-top partnership was operational in three cities as of September 2020, with additional cities planned.

History

Founded in 2015, Adomni built a programmatic DOOH marketplace and, by 2020, had launched a joint venture with Uber placing ads on the tops of vehicles, with roughly 1,000 vehicles deployed and three cities operational at that time. In May 2023, Adomni and Nasdaq-listed Kubient, Inc. announced a definitive merger agreement under which Adomni would merge into a wholly-owned subsidiary of Kubient, with the combined company to be renamed Adomni, Inc. and led by Gudai as CEO. The transaction was cancelled on November 27, 2023.

Risks & controversies

The proposed Kubient reverse merger, announced in May 2023, was terminated by Adomni in November 2023 amid a series of Kubient management departures, index removals and the company's delisting from Nasdaq; Kubient later filed for bankruptcy. Adomni declined to comment on trade press coverage of the failed deal. Management has also flagged Apple's iOS privacy and location-access changes as a risk to out-of-home audience measurement and attribution, since impression estimation and lift studies rely on mobile location data.