A new platform promises to break down every step in programmatic ad buying. Precise.ai, led by ad tech veterans, just secured $7 million to expand its decision-level analytics for agencies and brands.
Media buyers and publishers face growing complexity as programmatic advertising becomes more automated, but transparency into which decisions actually drive results remains limited. Precise.ai, a startup founded by ad tech veterans Spencer Potts and Adam Helfgott, is aiming to change that by tracking the contribution of every decision made during the programmatic buying process—not just the final outcome.
Precise.ai recently closed a $7 million seed round co-led by Blockchange Ventures and Lasagna, with additional backing from 3C Ventures and Click Ventures. According to CEO Spencer Potts, the company’s approach, called “decisioning economics,” measures the cost and impact of each targeting, bidding, and optimization choice, giving agencies and brands a clearer view of what actually adds value and what simply adds cost.
The platform ingests log-level data from demand-side platforms and other ad tech systems, analyzing variables such as audience segments, bid modifiers, supply paths, and attribution methods. By running contribution analysis on each input, Precise.ai surfaces which elements are helping campaign performance and which are not, all displayed in a dashboard for buyers to review.
While the long-term goal is to score every parameter in a transaction, the company is starting with simpler components like audience segments. Potts said that even knowing which of dozens of appended segments are actually contributing is valuable low-hanging fruit for buyers seeking efficiency.
Precise.ai’s technology builds on earlier work by Helfgott, who previously developed blockchain-based privacy and consent infrastructure. The company’s provenance layer, originally designed to track data permissions, now serves as a “decision accountability” system, logging which choices were made, on what inputs, and with what impact on cost and performance. This shift in focus led Precise.ai to wind down its earlier privacy tools and concentrate on decision analytics.
Currently, Precise.ai is running six pilot programs, including one with a major holding company, and is in discussions with Mediaocean’s partnership team about further testing. The company’s lean team of eight plans to use the new funding to make a few senior hires while proving that decision-level analytics can influence campaign strategy and budget allocation.
As automated buying accelerates, Potts said agencies have less visibility into how decisions are made at machine speed. Precise.ai aims to serve as an independent intelligence layer, holding all parties accountable for their contribution to campaign outcomes. This focus on granular analytics echoes the industry’s broader interest in using AI and data to optimize editorial and advertising decisions, as seen in other pilots like India Today’s use of AI to forecast audience engagement.
Precise.ai was formed in 2024 through the combination of Qonsent’s privacy tools and Valence Labs’ blockchain infrastructure. The company is led by CEO Spencer Potts, who previously served as CEO of Madhive, and co-founder Adam Helfgott, who also co-founded Madhive and remains on its board. As of 2026, Precise.ai employs eight people and is focused on expanding its platform with the support of its recent $7 million seed investment.
