The dashboard that ad chaos has been afraid of.
Adriel, photographed in its natural habitat: somewhere between a Google Ads tab, a Meta report, and a spreadsheet nobody wanted to open. Austin, Texas.
It is Monday morning at a mid-sized brand, and the weekly ad report is due. In the old world, this meant a marathon: log into Google Ads, then Meta, then TikTok, then LinkedIn, then the analytics tool, then copy-paste the numbers into a deck, then notice a typo, then start over. Somewhere in there, the actual strategy got lost. Today that same marketer opens Adriel, and the report is already built.
Adriel is an ad operations - "AdOps" - and marketing intelligence platform. It connects to more than 600 data sources, pulls every campaign metric into a single real-time dashboard, and automates the reporting that used to eat entire afternoons. Brands use it. Agencies use it. LG Electronics uses it. The company is headquartered in Austin, runs lean at roughly 60 people, and has quietly become the connective tissue between the dozens of ad platforms a modern marketer is expected to juggle.
Marketers were hired to be creative. Somewhere along the way, they became data janitors. Adriel hands them the mop back.
Fig. 1 - The modern marketing stack, before Adriel: forty tabs, one headache, zero strategy.
Here is the inconvenient truth of digital marketing: the number of places you can buy an ad keeps multiplying, but the tools for understanding those ads did not keep pace. Every channel speaks its own dialect. Google measures one way, Meta another, TikTok a third. Each has its own login, its own export button, its own definition of a "conversion." Multiply that across twenty channels and a few dozen client accounts, and you get a workflow held together by spreadsheets and prayer.
The cost is not just time. It is error. A number typed wrong in row 14 becomes a wrong decision becomes wasted ad spend. The people best positioned to optimize a campaign were spending their hours assembling the very data they needed to optimize it. That is the problem Adriel set out to kill - the gap between "the data exists" and "the data is usable."
The ad platforms were happy to take your money. None of them were in a hurry to tell you, in plain terms, whether it worked.
Fig. 2 - "Cross-channel attribution," a phrase that has ended more marketing careers than bad creative.
Adriel was founded in 2018 by Sophie Soowon Eom and Olivier Duchenne - a co-founder pair who happen to be married, and who had done this once before. Their first company, Solidware, used machine learning to help banks score credit. It worked well enough that it was acquired by DAYLI Financial Group, and well enough that Eom landed on the Forbes 30 Under 30 Asia list in 2017.
So when they turned to advertising, they were not wide-eyed newcomers. They had already built a business around a simple idea: messy, scattered data becomes valuable the moment you can unify and read it. Credit scoring was that bet pointed at banks. Adriel is the same bet pointed at marketing. The wager was that marketers would pay - gladly - to stop being the bottleneck in their own jobs.
HEC Paris finance grad, ex-Oliver Wyman and AXA consultant. Forbes 30 Under 30 Asia. Previously co-founded fintech Solidware. Now leads Adriel's growth from Austin.
Eom's co-founder and husband, and her partner on Solidware before Adriel. The engineering counterweight to the company's go-to-market.
They had already proven that unreadable data could become a business. Marketing was just the next dataset.
Fig. 3 - The founders: a finance brain and an engineering brain, legally and professionally entangled.
Eom and Duchenne build ML credit scoring for banks. Later acquired by DAYLI Financial Group - the proof that unifying messy data pays.
Sophie Eom is recognized for her fintech work - the credibility she'd carry into the next venture.
The pair point their data-unification thesis at digital advertising. A tight-knit team of three.
An early institutional round (reported ~$5M) funds the build-out of the AdOps platform and its first wave of channel integrations.
Led by Shinhan Venture Investment, with LB Investment, KT Investment and angels tied to BTS's label. Fuel for North American expansion.
A global enterprise picks Adriel to power its ad operations across 600+ channels. The platform graduates to the big leagues.
An AI ad-creative generator that spins 100+ ad variations from a single URL. Adriel moves from reading ads to making them.
Fig. 4 - A timeline that looks tidy in hindsight and felt like nothing of the sort while it happened.
At its core, Adriel is a no-code platform: connect your ad accounts, and the data flows in. From there it has grown into a small family of tools, each chipping away at a different part of the marketing grind - collecting data, reporting it, optimizing it, and now generating the creative itself.
Connect 600+ sources - Google, Meta, TikTok, LinkedIn, Pinterest, GA and more - into one dashboard with real-time visualization, automated reports, and ROI insight.
ETL pipelines that unify marketing data across channels for analytics and warehousing - the plumbing under the dashboards.
Generates 100+ ad variations from a single URL, automating the part of the job that used to require a designer and a deadline.
Performance alerts, automation, and AI agents that surface what's working and flag what isn't - across every campaign at once.
Plug in your accounts. The report builds itself. The rare software promise that's actually boring in the best way.
Fig. 5 - For agencies, the white-label dashboards do something quietly powerful: make you look organized.
Scale is the only honest test for a platform like this - either the data flows for thousands, or it doesn't flow at all. Adriel's footprint, by the figures it has disclosed and that press has reported:
Bars scaled for legibility, not arithmetic. Figures per company disclosures and press coverage (2022-2024).
The customers are the louder proof. Adriel has served thousands of organizations - from small D2C and e-commerce brands to enterprises - and its selection by LG Electronics to run AdOps across its marketing data was the kind of validation a startup can't buy. The Series B brought in Shinhan Venture Investment, LB Investment, KT Investment, and, in one of the more unexpected cap-table footnotes in martech, angel investors connected to Big Hit Music, the label behind BTS.
When a company the size of LG hands you its ad data, the question stops being "does this work" and becomes "how soon can we roll it out wider."
Fig. 6 - Somewhere a CFO saw "600+ channels, one dashboard, fewer errors" and signed without reading paragraph two.
Adriel's stated mission is to let marketing teams manage and optimize omnichannel marketing seamlessly - which is a polite way of saying: stop making smart people do dumb, repetitive work. Unify the data. Automate the reporting. Surface the insight. And increasingly, with AdGen AI and its AI agents, take a swing at the creative and the optimization too.
The throughline from Solidware is unmistakable. Both companies are bets that scattered, unreadable data is a liability right up until the moment someone makes it legible - and then it becomes the most valuable thing in the building. Adriel just aimed that conviction at the marketing department, where the data was arguably messiest and the patience for spreadsheets the thinnest.
The goal was never prettier dashboards. It was fewer hours spent building them, and more spent on the work only a human can do.
Fig. 7 - Mission statements are cheap. This one comes with a 600-channel integration list attached.
Digital ad spend keeps climbing, and the channels keep splintering. That trend does not reverse - it accelerates. Every new platform that opens an ad API is one more dialect a marketer has to learn, and one more reason a tool like Adriel exists. The reporting problem is permanent because the fragmentation is permanent.
What changes next is the layer on top. Adriel's move into AI - agents that read the data, AdGen that generates the creative - points at a future where the platform doesn't just show you what happened, but drafts what to do about it. That is a harder, riskier bet than tidy dashboards. It is also the only one worth making, because the dashboard that merely reports is a commodity, and the one that recommends is a colleague.
The first version of Adriel told you what your ads did. The next one wants to tell you what to do next.
So return to that Monday morning. The marketer who once lost a day to forty tabs now opens one. The report is built. The numbers are right. And for the first time in a long time, the hard part of the job is the part that was supposed to be hard - the strategy, the creative, the judgment. Adriel didn't make marketing easy. It just stopped making the easy parts so hard.
Fig. 8 - The same marketer, same Monday, one tab. Photographed mid-sip, no longer afraid of the report.
Compiled from public sources including Crunchbase, PR Newswire, Street Fight, MarComm News, getLatka, and Adriel's own communications. Figures such as revenue, customer counts, and funding totals are approximate and reflect company disclosures and press reporting at the time of writing (2022-2024). Where a detail could not be verified, it was left out.