// startup autopsy
AdKeeper
Betting $43M that people love ads enough to save them.
marketfitSilent Shutdown
Quiet closure with no public announcement · Fatal mistake: AdKeeper built an expensive ad-saving platform without validating that consumers had any desire to save or revisit advertisements.
Key Events Timeline
FOUNDING
Scott Kurnit founds AdKeeper in New York, pitching the concept of a 'keep' button for online ads to let consumers bookmark advertisements.
FUNDING
AdKeeper raises $43M in funding from major investors including WPP and major ad agencies, validating industry interest in the concept.
PRODUCT LAUNCH
AdKeeper launches publicly with partnerships across major publishers, but user adoption and ad-saving rates remain extremely low despite heavy marketing.
LAYOFF
AdKeeper cuts majority of its workforce as advertiser contracts fail to renew and user engagement metrics disappoint investors and partners.
SHUTDOWN
AdKeeper shuts down operations, having failed to prove that consumers have any desire to save or revisit online advertisements despite $43M in funding.