FirstPartyCapital: 10 Key Things You Must Know

Overview

FirstPartyCapital is a venture capital firm uniquely positioned in the digital media landscape. Founded in 2020 and headquartered in London, it has quickly made a name for itself by focusing on early-stage investments in ad tech, martech, and digital media companies. With a mission to deliver better outcomes for both founders and investors, FirstPartyCapital operates as an operator-led investment fund backed by seasoned industry veterans. The firm's innovative approach and specialized focus make it a noteworthy entity in the competitive world of venture capital. Here are ten interesting facts about FirstPartyCapital that illuminate its operations and impact on the industry.

1. Foundation and Purpose

FirstPartyCapital was established in 2020 in response to the founders' inability to find an optimal financing solution for the industry. The firm aims to fill this gap by providing a specialized, sector-focused approach that caters specifically to startups within the ad tech, martech, and digital media sectors. This focus allows FirstPartyCapital to offer tailored expertise and resources that drive the growth and sustainability of its portfolio companies.

2. Investment Philosophy

The firm takes pride in being operator-run, bringing together a network of over 200 industry insiders. This connection offers founders not only capital but also a wealth of experience and mentorship. The goal is to support scalable startups capable of innovating within their industries, thus fostering a symbiotic relationship where both investors and entrepreneurs benefit.

3. Strategic Partnerships

In 2025, FirstPartyCapital received a strategic investment from DoubleVerify, a move that fortified its position within the ad tech ecosystem. This partnership highlights the firm’s growing influence and commitment to promoting innovation and efficiency in digital advertising. It also provides portfolio companies with additional resources and opportunities.

4. Focus on Identity and Privacy

With GDPR setting new standards for data privacy, FirstPartyCapital prioritizes investments in identity and privacy innovation. This focus emphasizes the company's commitment to advancing technology in compliance with evolving legal frameworks and consumer expectations, aligning with a global shift towards greater transparency and security in digital interactions.

5. Global Reach and Impact

FirstPartyCapital targets investments in Europe and the APAC region, recognizing these areas as prolific grounds for innovation in ad tech and martech. The firm's international focus serves to diversify its portfolio and extends its influence across multiple high-growth markets, especially as APAC emerges as a global leader in mobile and digital advertising technologies.

6. Portfolio Diversity

The firm’s portfolio includes a variety of companies across the ad tech and digital media spectrum, such as Lumen, Evorra, and Pixels AI. This diversity underscores FirstPartyCapital’s commitment to supporting a range of innovative technologies and approaches within its niche sectors, thereby maximizing potential impacts and returns.

7. Industry Events and Networking

FirstPartyCapital is active in organizing industry events such as the “Ad Tech Breakfast” series. These events foster networking opportunities and discussions around key industry challenges and innovations, providing platforms for thought leadership and collaboration among entrepreneurs, investors, and industry experts.

8. Recent Developments with Adimo

In 2023, FirstPartyCapital made a strategic investment in Adimo, a company at the intersection of retail media and commerce. This collaboration aims to transform advertising experiences by making ads shoppable, showcasing FirstPartyCapital's interest in evolving digital marketing methodologies.

9. Commitment to Sustainability

FirstPartyCapital's investment strategies include a focus on sustainability, particularly through partnerships with companies like Picnic. These collaborations emphasize environmentally-conscious advertising methodologies, promoting low-carbon technologies, and sustainable business practices within the digital advertising sphere.

10. Operator-Run Model

Rich Ashton, Managing Partner, emphasizes the firm’s operator-run model, which is fundamental to its strategy. By leveraging the real-world expertise of its network, FirstPartyCapital offers not only financial backing but also strategic guidance aimed at navigating industry challenges and capitalizing on technological advancements.

Conclusion

FirstPartyCapital stands out as a forward-thinking venture capital firm dedicated to advancing the fields of ad tech, martech, and digital media through strategic investments and partnerships. The firm’s commitment to innovation, privacy, and sustainability positions it as a key player in shaping the future of digital advertising. As the industry evolves, FirstPartyCapital's operator-led approach continues to provide valuable insights and resources to startups, underlining its significant role in driving technological advancements and market growth.