Join us at TNW Conference 2022 for insights into the future of tech →

The heart of tech

This article was published on November 10, 2011

    Social ad buying platform Adaptly opens up a London office

    Social ad buying platform Adaptly opens up a London office
    Courtney Boyd Myers
    Story by

    Courtney Boyd Myers

    Courtney Boyd Myers is the founder of audience.io, a transatlantic company designed to help New York and London based technology startups gr Courtney Boyd Myers is the founder of audience.io, a transatlantic company designed to help New York and London based technology startups grow internationally. Previously, she was the Features Editor and East Coast Editor of TNW covering New York City startups and digital innovation. She loves magnets + reading on a Kindle. You can follow her on Facebook, Twitter @CBM and .

    Adaptly is one of New York City’s most successful startups; a company that helps brands take advantage of various social networks including Facebook, Twitter, LinkedIn and StumbleUpon with a single media purchase.

    Adaptly was incorporated in April 2010 by Nikhil Sethi and Garrett Ullom, who are 23 and 22 respectively and was incubated through DreamIt Ventures in Philadelphia. Within the first 24 hours of launching in August 2010, Adaptly had over 400 brands and agencies using its platform. The company expects to exceed $10 million in revenue this year through the services it provides directly to clients and as a white-label service through advertising and PR agencies. Adaptly’s clients include brands and agencies such as PepsiCo, Diageo, News Corp, Razorfish and hundreds more.

    Today, Sethi, who leads the 30-person company, announced that Adaptly will be opening up a new London office, marking the company’s first initiative outside of the U.S. To lead this international expansion, Adaptly has appointed Paul Turner as Adaptly’s new GM of EMEA. Turner comes to Adaptly from Google where he was head of EMEA for Invite Media, which was acquired by Google/Doubleclick last year.

    London is a great hub for EMEA and essentially the jumping off point to Europe. Also, a huge part of the reason for expanding now is that Adaptly has found the right person to lead the charge: London-based Paul Turner…Social is a global phenomenon and 70-80% of audience numbers is international. With the hire of Paul Turner, Adaptly is ready to start addressing that market.

    -says co-founder Nikhil Sethi

    In his new role, Turner will create an infrastructure for Adaptly’s international growth and establish a pipeline for revenue streams. The company will utilize their London based office as a hub to easily reach the demand that exists in Europe. Adaptly will be adding to its sales team in London; job positions will be up on the site.

    Read our recent interview with Nikhil Sethi in Lessons from 12 New York entrepreneurs after a year in the business.

    Featured image: Shutterstock/Alex Yeung