15 June 2015 – Ad Dynamo, which began in 2009 as a contextual ad network, has made a decision to retire this part of its business to allow it to focus exclusively on the Twitter ad sales partnership which Ad Dynamo secured in early 2014.
“Ad Dynamo built the first contextual ad network in Africa which we launched in 2009. Over time, we have seen the ad network develop to where it is today, reaching over 30 million users daily. However, the opportunity presented through our close relationship with Twitter supersedes everything else, and achieving focus within our teams across Africa is something the business has been grappling with for the past year. Focussing on representing Twitter and providing service levels in Africa consistent with what Twitter would provide to the market directly is our absolute priority.” says Sean Riley, CEO of Ad Dynamo.
Ad Dynamo will retain the patents in the EU, US and South Africa relating to the contextual advertising technology it developed.
Ad Dynamo was appointed in 2014 as Twitter’s official ad sales partner in Africa. Ad Dynamo has positioned itself as a resource to brands and provides support in understanding Twitter as a marketing opportunity and developing long term content plans across Twitter.
Ad Dynamo has a strong tech legacy, having built various platforms over the years that are focussed on the marketing industry. Part of the renewed focus on Twitter sees Ad Dynamo developing technology that is focussed on helping brands unlock value from Twitter. The first product to launch was Freestyle – a tool that helps brands build and schedule Twitter Cards.
Read the open letter to Ad Dynamo customers by CEO, Sean Riley.
Ad Dynamo is owned by Invenfin, Remgro’s venture capital fund, GT Ferreira (Firstrand founder) and the management team at Ad Dynamo.