Why we built ADmetric AI

In the second half of 2024, one of us spent three weeks reconciling a single month of paid media spend across five ad platforms, two payment processors and a general ledger that didn’t agree with any of them. The total was €4.2M. The unexplained variance was €118,400. The CFO didn’t want an apology — she wanted to know whether that variance was a refund owed to the company, an overcharge from a platform, an FX correction, or money the team had simply lost track of.

We couldn’t answer. Nobody could. The tools in front of her were built for marketers — to attribute revenue, to bid on auctions, to surface dashboards. None of them were built for the person who has to close the books and explain the number to an auditor. That gap is where ADmetric AI began.

What we believe

We believe paid media spend is a treasury problem masquerading as a marketing problem. Pacing, reconciliation, FX, idle cash, audit trail — these are the jobs the finance team owns, and they deserve software designed for them, not borrowed from the people on the other side of the desk.

We believe the controller is the customer. If the controller can’t reconcile what we produce to the cent, nothing else we do matters. Every feature passes that test before it ships.

We believe automation has to earn trust before it earns scope. Monitoring mode exists because the right way to introduce an autopilot is to let people watch it fly the plane next to them for as long as they need. Active mode is opt-in, reversible and policy-bound. We will not move money you didn’t ask us to move.

We believe the audit committee is a feature, not an obstacle. The reason we publish an integrity report quarterly, a transparency report annually and a decision log monthly is that we want to be the vendor a controller is proud to recommend. That requires a record you can show to a skeptic.

What we promise

We promise to price for the work, not the seat — and to publish the price. We promise to never bill for recovered credits, because the recovered money is yours. We promise to honour your SLO with a credit when we miss it, and to publish the misses on the same dashboard our on-call team opens every morning.

We promise data portability on day one. If we’re not the right partner, we’ll help you leave with everything you brought and everything we built together — in formats your next vendor can read.

We promise to write down our mistakes. The transparency report is not a marketing channel. When we cause a problem, you’ll read about it from us first.

What we’re not

We are not a creative tool, an attribution platform or a bid manager. There are excellent companies in each of those categories — we integrate with them, we cheer for them, we will never compete with them. The category we are building is advertising treasury. It is bounded on purpose.

Who we’re for

We are for the finance lead with a paid media line in the board pack. We are for the controller who would like to close in four days instead of fourteen. We are for the agency CFO who has spent more weekends than she wanted to reconciling platform invoices. We are for the CMO who wants the CFO to stop asking awkward questions on a Friday afternoon.

We are not for everyone. If your spend is under €600k per year, the spreadsheet still wins. We’ll tell you so on the first call, and we’ll mean it.

What comes next

More platforms, more currencies, more controls. A larger research program. Deeper integrations with the accounting and BI stack you already run. And — slowly, carefully, with the audit committee’s sign-off — a treasury layer that handles a euro of advertising spend the way a clearing house handles a euro of equity trade: predictably, reversibly and on the record.

Thank you for reading. If you’d like to disagree with any of this in writing, you have our email at the bottom of every page. We answer.