We're creating a new way of trading programmatic advertising, designed around modern, decentralised technologies.

It will solve the privacy issue, bring transparency to the media supply chain and be more cost effective to run & maintain.

Coming Soon in 2021

Supporting the industry's value-drivers

We are building solutions which support the business cases of the key value-drivers in the programmatic marketing industry.


Maximize revenue whilst retaining 100% visibility and control over your audience, including automatic and auditable compliance with user consent policies.

Media Buyers

Slash tech costs and buy inventory directly from authenticated publishers with complete supply chain transparency - inventory, data, technology and service.

Data Providers

Monetise data without exposing it to any parties not explicitly chosen by you. New commercial models can be built around the usage of, rather than the availability of, data.

Meet our Founders

Our team is based in London and we have extensive ad tech and engineering experience. Critically we have strong industry relationships and a clear strategy for driving adoption of our new solutions.

  • Simon Critchley

    Chief Executive Officer

    Simon is an experienced engineer and technology team leader. He founded Avocet and led the development of the highly acclaimed DSP. Simon is the architect of the DA vision for programmatic advertising.

  • Lewis Lenssen

    Chief Marketing Officer

    Lewis is a technology entrepreneur who has had leadership prepositions at several successful ad tech businesses. His consistent focus is understanding the true value of marketing and advertising.

  • James Henry

    Chief Product Officer

    James has been solving problems through elegant software for over 15 years, most recently as Chief Engineer at a Digital Bank, Consultant Architect at CapitalOne, BlackRock and AA, and first hire at Avocet.

Be one of the first to leverage our solutionsEarly-Access Program

Apply to join other exclusive Publishers, Media Buyers and Data Providers in our invite-only early-access program.

Apply for Early Access