PwC Selects Props for AdTech Scale Program

PwC Selects Props for AdTech Scale Program

After vetting through 1,000 ad tech platforms, PwC selected Props and seven other innovative firms to be a part of its 2024 PwC Scale AdTech Program.

The program is focused on tech or tech-enabled scale-ups that have solutions for brands, publishers, media and entertainment organizations within the UK and internationally, who are solving important problems for the advertising industry today. Having assessed over 1,000 tech companies from around the world, PwC have selected a cohort of eight.

During the program the AdTech scale-ups will benefit from a world class business curriculum designed to build fast growth, long lasting businesses, covering topics such as sales and marketing, operational growth, fundraising, and leading through growth.

They also gain access to experts from across PwC’s TMT practice. The program culminates with two virtual, external pitch events where the 8 AdTech scale-ups present their value propositions to PwC, their large clients and wider industry leaders.

“It gives me great pleasure to announce the latest edition of our PwC Scale | AdTech programme. Given the challenging macroeconomic backdrop and disruptive technology changes from GenAI, it is more important than ever to be thinking about innovation to stay ahead of the game. From a group of over 1,000 AdTech firms, we have selected eight exceptional firms to which we will be providing access to advice, bespoke support and client networking events. Scale is a really important platform for us - we want to meet interesting high growth businesses driving innovation in the sector. I'm excited to follow this intake and work with them to continue to drive transformation within the Advertising industry,” said Dan Bunyan, Media Strategy, Strategy & Partner, PwC UK.

"It's certainly an honor for Props to be selected alongside seven other innovative firms in the ad space. And having access to elite leaders, professionals and their clients at PwC is an invaluable benefit for Props, one that will swiftly accelerate our knowledge and growth rate," said Joseph Perello, founder and CEO of Props.

The program is delivered in collaboration with GrowthBuilders over 12 weeks, and has been designed to bring together industry leaders and AdTech scale-ups to enable collaboration, co-creation and partnerships to tap into new ways of enabling profitability, growth and innovation.

Read the PwC announcement here.

About PwC
At PwC, our purpose is to build trust in society and solve important problems. We’re a network of firms in 155 countries with over 284,000 people who are committed to delivering quality in assurance, advisory and tax services. Find out more and tell us what matters to you by visiting us at

About Props
Props is a storytelling-as-a-service platform. We combine the high response of stories with the scale and control of paid media. Brands use Props to unlock the audiences who ignore ads. Learn more at

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