Vudoo raises $22M Series B to scale shoppable ads in the US
What's the deal? Melbourne adtech VudooDealroom has a profile for this one. Try Dealroom → has raised $22 million in a Series B to expand in the US and build out its in-ad commerce technology. The round was led by US fund Blue Sky CapitalDealroom has a profile for this one. Try Dealroom →, with support from several existing family office investors.
What's the endgame? Vudoo, founded in 2017 by Nick Morgan and Andrew Spalding, builds interactive video and ad formats that let viewers buy products without leaving the content. One early checkout appeared in a 2022 Vogue Australia campaign for Moët & Chandon, where shoppers who used the in-video offer spent an average of $140, compared with a typical $90 online.
Why now? Chief executive officer Morgan sees a shift as people begin discovering products through AI. "Commerce is moving beyond traditional storefronts, with the transaction moment shifting into the media, content and AI environments where consumers discover and engage with products," he said. "We made a deliberate decision to build Vudoo for that future."
Who's joining? Vudoo has promoted Isabella Spragg to chief operating officer to oversee global operations. She recently joined as global director of ad infrastructure and partnerships, following senior roles at The Trade Desk and Monks.
Where it's expanding: The company is building out a North American team. In New York, ad veteran Tash Henderson takes charge of commercial operations as managing director, having previously worked at News Corp Australia and iHeartMedia's UnifiedDealroom has a profile for this one. Try Dealroom →. Former H&M Group and Bambuser executive Sophie Abrahamsson joins as North American head of retail, alongside Julian Colantuono as customer success director.
What could go wrong? Vudoo's March 2026 integration with PubMatic gave it a programmatic route to run shoppable formats across display, video and connected-TV inventory. But the field is crowded: Meta has expanded in-app shopping, and YouTube has announced direct purchase options for connected-TV viewers — platforms that already control audiences, inventory and payments.
The signal: The raise is a bet that commerce will keep moving into media and AI environments. For Vudoo, the US push and senior hires matter most if they secure distribution and prove repeatable sales, rather than simply establishing a presence against better-resourced rivals.
Read more: startupdaily.net
Image credit: Fort George G. Meade
