Dublin's Shinka Raises €1.9M to Bring Ad Mediation to DOOH Screens
2026-11-09 · via DailyDOOH
Shinka, a Dublin-based adtech startup, has closed a €1.9M ($2.2M) seed funding round led by a group of Irish angel investors, with backing from Enterprise Ireland, according to the announcement. The company says it will use the money to expand its team, deepen integrations with demand partners, and push into the US and APAC markets.
For anyone operating digital out-of-home screens, the pitch is about plumbing rather than screens themselves. Shinka describes itself as an independent, agnostic mediation layer for video advertising, serving both connected TV and DOOH. Mediation, in ad tech terms, is the layer that automatically routes each ad impression to whichever demand source pays the most, through real-time auctions, rather than through a human salesperson negotiating a deal.
According to founder and CEO Kieran Greene, that layer transformed mobile app monetisation more than a decade ago and did the same for connected TV through programmatic trading. He argues DOOH has gone digital on the hardware side but is still largely traded on legacy technology and manual bookings. Shinka's bet is that media owners running networks of screens want to plug into an auction-based system that fills inventory from multiple demand sources automatically, rather than relying on manual insertion orders and one-off deals.
The company was founded in 2024 by Greene, who spent seven years at Google before starting the business, according to the release. Shinka positions its platform as giving media owners real-time reporting and transparency on who is buying their inventory and at what price, which is the kind of visibility that direct, manually-booked DOOH campaigns typically lack.
Amanda Ward of Enterprise Ireland called Shinka a strong example of the founder-led, globally-focused startups the agency backs, and said the funding marks an important step in the company's growth plans. Legal counsel for the round was provided by Crowley Millar.
What the announcement does not say
The release does not name any media owners or demand-side platforms currently integrated with Shinka, nor does it give a timeline for the US and APAC expansion. It also does not specify deal size, screen count, or revenue figures for the business to date. Readers will want to know which DOOH networks, if any, are live on the platform, and how Shinka's mediation approach differs technically from existing programmatic DOOH players already operating supply-side platforms in the space.
For media owners weighing whether to add another layer of automated bidding to their ad stack, the core question is whether a standalone mediation layer can meaningfully lift fill rates and yield without duplicating what existing SSPs and ad servers already do. Shinka's argument is that DOOH, unlike CTV, has not yet standardised on this kind of real-time auction layer, leaving an opening it intends to fill.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Dublin Based Shinka Raise €1.9M Seed Round
Shinka , an independent, agnostic mediation layer for video advertising, has just closed a €1.9M ($2.2M) seed round, led by a group of Irish angel investors, with backing from Enterprise Ireland.
Kieran Greene , Founder and CEO of Shinka, told us “Mediation transformed how mobile apps monetise more than a decade ago, and programmatic trading did the same for Connected TV. OOH has gone digital, but it’s still traded on legacy technology and manual bookings. Shinka has been built so any media owner can plug in and let the technology do the work. This funding round will enable us to expand the team while taking the platform into new markets.”
We are told that this funding will help grow the team, deepen the platform’s integrations with demand partners, and expand the business into the US and APAC.
Shinka brings a mediation layer to both Connected TV (CTV) and digital out-of-home (DOOH). DOOH, in particular, still runs largely on legacy technology and manual booking. As a real-time auction layer that routes each ad impression to the highest-paying demand source, mediation is a proven, standard part of the advertising stack that DOOH is missing. Shinka’s platform gives media owners that missing layer, so screens fill from multiple demand sources automatically through real-time auctions, providing transparency and real-time reporting instead of manual deals and blind spots.
The Dublin-based adtech company was founded in 2024 by Kieran Greene , who, after spending seven years building deep expertise in stakeholder management, data-driven decision-making, and operational efficiency at Google, set out to create something more agile for the industry. As such, Shinka provides real-time, action-based programmatic mediation tools to media owners to maximise ad revenue while providing advertisers with transparency and real-time reporting.
Amanda Ward , Manager Digital Technologies & International Education at Enterprise Ireland, said: “Shinka is a strong example of the high-potential start-ups Enterprise Ireland supports: founder-led, built on deep industry expertise, and focused on global markets from day one. This funding marks an important step in the company’s growth, and Enterprise Ireland is pleased to support Kieran and the team as they scale and enter new markets.”
Crowley Millar served as legal counsel to Shinka, supporting it throughout the seed funding round.
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