LDC, a private equity investor affiliated with Lloyds Banking Group, has invested £21 million ($41 million AUD) in Precise TV, a contextual video advertising technology platform. This investment aims to bolster Precise TV's international expansion efforts.

Precise TV utilizes advanced machine learning models to connect brands and agencies across various platforms, including YouTube, Facebook, TikTok, and connected TV. The goal is to enhance lower funnel conversions for advertisers while minimizing media wastage. The platform employs AI to analyze vast amounts of online video content, licensed data, and proprietary panel data to create tailored advertising campaigns for notable clients like LEGO, Warner Bros, and Salesforce.

With LDC's backing, Precise TV plans to enhance its AI capabilities and expand its presence in the U.S., which currently generates over half of its revenue. The company also aims to diversify into other markets, particularly gaming. Founded in 2015, Precise TV operates globally with teams in London, Los Angeles, New York, Sydney, and Salzburg.

The investment transaction was led by LDC's David Andrews, Dan Gluckman, and Eliza Tracey, who will join Precise TV's board as non-executive directors. Former Google executive Jen Thompson will also join as a board advisor, bringing extensive experience in the tech sector.

Precise TV co-CEO Nadav Shmuel described the investment as a significant milestone for the company. He emphasized their commitment to developing a leading contextualized advertising technology stack and expressed enthusiasm for expanding their market reach, particularly in the U.S., where they see substantial growth potential.

Andrews from LDC praised Precise TV's management team for their entrepreneurial spirit and ambition, noting that the demand for contextualized advertising solutions is on the rise. He believes this is an opportune moment for investment aimed at scaling the business.

Over the past decade, LDC has invested £405 million in various sectors, including advertising and digital marketing. This includes a previous investment in Croud, a digital marketing firm, which successfully expanded its U.S. operations under LDC's guidance.

LDC received advisory support from JEGI CLARITY for corporate finance, Squire Patton Boggs for legal matters, BDO for financial and tax due diligence, PwC Strategy& for commercial due diligence, and EY for tax advice. Precise TV was advised by SI Partners and Keystone Law.

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