PwC launches 2024 Scale AdTech cohort

14 Feb 2024

A programme launched by PwC which aims to support tech firms identified as having growth potential has unveiled its first line up of advertising technology businesses.

PwC Scale, running the programme in collaboration with GrowthBuilders, has unveiled 8 AdTech businesses to be part of the inaugural cohort. The programme is designed to gather marketing industry leaders and scale-up disrupters to work closer together to drive innovation in the market.

PwC Scale was created with a vision to work closely with scale-up disrupters to drive innovation in the market by using the firm’s resources, connections and insights. 

Interested in attending our virtual AdTech pitch event?

If you would like to see our scale-ups pitch their value propositions at the online ‘Executive Event’ register your interest here. The event is roughly 1 hour and you can choose between two dates, 29th February or 13th March (two duplicate events - you only need to attend one.)

Having run over 60 Scale Programmes in the UK working with more than 600 scale-ups, PwC’s Scale offering of three core components has helped businesses from all over the world, across a range of sectors and technologies, achieve commercial success by:

  1. Tapping into PwC’s corporate network that stretches around the globe

  2. Exploring opportunities with PwC leaders who work with the biggest Media brands

  3. Upskilling and developing scale-up teams through a world-class business growth curriculum

The programme is delivered over 10 weeks and curates partnerships, co-creation and collaboration between AdTechs and large financial institutions keen to tap into new ways of driving profitability, growth and innovation.

The business curriculum brings topics such as sales and marketing, operational growth, professional readiness, valuations, leading through growth as well as exposure to financial service specialisms. The cohort itself is curated around PwC’s large client challenges which brings through highly relevant solutions to drive opportunities for both.

Dan Bunyan, Partner and PwC Scale | MediaTech Programme Sponsor, said:

“Given the challenging macroeconomic backdrop and disruptive technology changes from GenAI, it is more important than ever to be thinking about innovation to stay ahead of the game. From a group of over 1,000 AdTech firms, we have selected eight exceptional firms to which we will be providing access to advice, bespoke support and client networking events. 

“Scale is a really important platform for us - we want to meet interesting high growth businesses driving innovation in the sector. I'm excited to follow this intake and work with them to continue to drive transformation within the Advertising industry.”

The PwC Scale AdTech 2024 cohort of businesses are:


Communion is an AI-powered platform that offers live reporting across key social platforms, on/off toggle for spend optimisation and a platform for real-time user-generated creative content from customer reactions and trends.


Monetizr is an in-game mobile advertising platform that aims to change the way brands reach their audiences. Already working with major CPG brands like Procter & Gamble, Monetizr delivers immersive brand experiences that drive consumer engagement at scale.


Novatiq partners with telcos to enable publishers and brands to consistently recognise online users and improve consumer digital experiences by ensuring advertising is personalised and relevant, steering clear of spam. Importantly, this is achieved whilst protecting consumer privacy.

Phyllo provides dev tools to help build a robust influencer marketing application where users can onboard verified creators, track content performance, and measure campaign ROI. The complete product suite is tailor-made for connecting with the right influencers and getting the most out of brand campaigns.


Props combines the high performance of stories with the scale and control of paid advertising. The product allows clients to access journalistic quality creators and stories, and easily leverage those stories on social and ad platforms to drive the KPIs most important to them. 

SKNUPS is a specialist gaming marketing agency that connects premium brands with hard-to-reach Gen Z consumers. Clients including Dolce & Gabbana and Moncler partner with SKNUPS to deliver campaigns that engage millions of players.

Trigr is a Business Management for Creative Media. Serving media production businesses across film, TV, music and advertising to simultaneously manage their projects, budgets and suppliers in one centralised system. The result is increased efficiency in project management, improved budget forecasting, and can lead to an increase in profit margins. 



TVision Insights uses cutting edge technology to measure what was once unmeasurable - how people really watch TV, person-by-person, second-by-second. We use that capability to provide brands with performance metrics that enable them to better plan, measure and optimise their TV Investment.

If you are looking for more information or are interested in being involved then please get in touch with Ben Krips [benjamin.krips@pwc.con] Scale AdTech Lead or Max Heal [] GrowthBuilders Programme Manager.


About GrowthBuilders

GrowthBuilders supports scale-up/corporate collaboration through hands-on business insight, connections to commercial opportunities and a network of expertise and experience, to grow lasting ventures, quicker. 

For more information about GrowthBuilders please visit the company website


About PwC

At PwC, our purpose is to build trust in society and solve important problems. We’re a network of firms in 151 countries with over 364,000 people who are committed to delivering quality in assurance, advisory and tax services. Find out more and tell us what matters to you by visiting us at PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see for further details.

© 2024 PwC. All rights reserved.

Contact us

Media Enquiries

Press office, PwC United Kingdom

Felix Ampofo

Manager, Media relations, PwC United Kingdom

Tel: +44 (0)7841 468245

Follow us