ADCELL

The company operates a two-sided performance marketing network and a specialised lead marketplace. On the network side, it creates value by aggregating merchants’ and advertisers’ partner programmes and providing publishers with tracking, reporting, payouts and tools to promote these offers. Advertisers gain an outcome-based acquisition channel without fixed network fees, while publishers gain access to monetisable offers and centralised reporting and payment. On the lead marketplace side, it aggregates and qualifies consumer enquiries, particularly for finance and insurance, and sells these as leads to advertisers and institutions, effectively brokering demand and supply of leads. Technology components such as dashboards, APIs and mobile apps support usage and retention but are not separately monetised; the economic focus is on payment for conversions and leads.

ADCELL is a German performance marketing and affiliate network operated by Firstlead GmbH. It connects advertisers and agencies with publishers who promote offers and are paid per tracked sale or lead. The platform provides tracking, reporting, attribution, an API and mobile apps to manage affiliate programmes, and operates mainly in German-speaking markets.

Firstlead also runs a separate lead marketplace focused on finance and insurance, where customer enquiries are brokered as paid leads. Revenue is generated from advertisers and lead buyers, while access for publishers and agencies is positioned as free of setup and recurring network fees. Core customers are online merchants, performance marketers, agencies, and financial and insurance advertisers seeking measurable, outcome-based customer acquisition.