Kwords

What is Kwords?

K-words is reshaping the search landscape by decentralizing control from major search engines and bringing it directly to the open web. Their platform allows businesses to sponsor words within high-quality publisher content, offering marketers greater control, transparency, and engagement through AI-powered contextual advertising. Additionally, we capitalize on market trends away from Big Tech towards premium, privacy-oriented content delivery, creating value for both advertisers and publishers.

Business and value proposition

Kwords is reshaping the search landscape by decentralizing control from major search engines and bringing it directly to the open web. Their platform allows businesses to sponsor words within high-quality publisher content, offering marketers greater control, transparency, and engagement through AI-powered contextual advertising. Additionally, they capitalize on market trends away from Big Tech towards premium, privacy-oriented content delivery, creating value for both advertisers and publishers.

Why we invested?

Kwords is led by a highly experienced AdTech team with strong networks on both supply and demand sides. The timing is right, as AI, privacy regulation, and shifts in search behavior are transforming the ad landscape. Their contextual ad model offers a compelling alternative to cookie-based targeting, with rapid early traction and strong publisher/advertiser onboarding. The model is scalable, and M&A potential is high.

Risks include dependency on major platforms, limited visibility on long-term brand ROI, and relatively low tech defensibility. Success hinges on strong execution and US market entry. Impact-wise, it’s a solid business case but low on social value.