Inadco builds "Form Ads", cost-per-lead native ad units that let consumers provide basic information to advertisers without leaving the site or app. The company originally focused on display advertising and has since added search ads, with social integrations planned soon. Its ad formats work across desktop and mobile and are integrated into the core user experience to enable two-way communication and real-time data collection. Inadco says it works with several hundred large, national advertisers, including ADP, Volkswagen, and 21st Century Auto Insurance. James Walker is founder and CEO. Financially, the company recently raised an $11 million Series B after a prior $5 million Series A and earlier angel funding. Inadco is launching as a cost-per-lead (CPL) ad network for display advertising, pitched as an “AdSense for Leads.” Its platform allows advertisers to purchase media on a CPL basis and enables publishers to sell display inventory to earn more than with impression- or click-based ads. Inadco distributes targeted display ads across the web and focuses exclusively on solving the cost-per-lead problem for display. The company argues the CPL opportunity is a multi-billion dollar market because leads can be universally defined and captured online. Financially, Inadco has raised $1.5 million in angel funding and previously secured a $5 million Series A from Redpoint Ventures. Leadership updates include James Walker as founder and the hiring of Dave Zinman (former Yahoo display GM) as chief operating officer; the company expects room for multiple networks despite Google’s activity in the space.

Total raised

$13M

Funding rounds

2

Latest round

Series B

Latest activity

Jun 2013