// startup autopsy

Adtrade

Brazil's programmatic ad dream that never found liquidity

marketfitSilent Shutdown

Quiet closure with no public announcement · Fatal mistake: Adtrade tried to build a two-sided ad marketplace in Brazil without the capital or existing relationships needed to seed both sides simultaneously.

Founded	2013
Closed	2014
Country	Brazil
Sector	Media

50%

Key Events Timeline

2013-01-01

FOUNDING

Adtrade founded in Brazil to build a programmatic ad trading marketplace.

2013-06-01

FUNDING

Adtrade secures initial funding to develop its platform and begin onboarding publishers and advertisers.

2014-01-01

PRODUCT LAUNCH

Platform goes live but struggles with low liquidity on both buyer and seller sides.

2014-09-01

SHUTDOWN

Adtrade ceases operations after failing to achieve sustainable transaction volume in Brazil's ad market.

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Documented cause

Adtrade launched a programmatic ad trading platform in Brazil's nascent digital advertising market but failed to achieve liquidity on both buy and sell sides. Limited funding in a capital-constrained Brazilian ...

startup ecosystem led to closure within roughly 18 months.

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Adtrade collapsed from adtrade tried to build a two-sided ad marketplace in brazil without the capital or existing relationships needed to seed both sides simultaneously.. Documented cause, verified lesson, all failure signals.

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