ABCS Insights raises $50M Series A to build "Connected Outcomes" measurement
What's the deal? ABCS InsightsDealroom has a profile for this one. Try Dealroom →, an independent advertising effectiveness analytics company, has raised a $50 million Series A led by Volition CapitalDealroom has a profile for this one. Try Dealroom →. The round funds the launch of what the company calls the Connected Outcomes Era, alongside two new C-suite appointments.
What's the endgame? ABCS says traditional measurement tells marketers what happened but not why — whether a sale came from brand, consideration, or conversion. Co-founders Jerome Shimizu (CEO) and Michael Sheng (CTO) spent more than six years building the platform and dataset to link outcomes across the customer journey.
The team: Deirdre McFarland joins as chief marketing officer from NCSolutionsDealroom has a profile for this one. Try Dealroom →, where she was chief marketing and communications officer and helped position the company for its acquisition by CircanaDealroom has a profile for this one. Try Dealroom →. Thalya Hamilton is promoted to chief client officer, bringing experience from NCSolutions, NielsenDealroom has a profile for this one. Try Dealroom →, Ibotta, and Neptune Retail Solutions.
They join co-founders Shimizu and Sheng and chief revenue officer Tom Acquaviva, who previously spent over a decade at Nielsen and helped scale annual recurring revenue from $75 million to $1 billion at Qualtrics. Shimizu co-founded NCSolutions, the Nielsen-Catalina joint venture that pioneered linking media exposure to sales outcomes.
Why it stands out: The round ranks in the 99th percentile by size among US Series A rounds in marketing over the past four years, based on a sample of 232 deals.
What could go wrong? ABCS is defining a category from scratch, betting that brands will adopt a new "full-funnel" standard over legacy models. That requires convincing an industry with entrenched incumbents — including Nielsen, where several of its own executives once worked.
The signal: "Measurement is moving toward a connected view of the customer journey, and the legacy models weren't built to deliver it," said Volition co-founder and managing partner Sean Cantwell, who led the round. The bet reflects a broader push in marketing analytics toward tying spend directly to business outcomes across fragmented channels.
Read more: PR Newswire
