Last updated 2026-07-20
- Raised Seed round led by UpWest, Jul 2014
Total raised
—
Last: Undisclosed Round 2014-08
Stage
Mature
Founded
2013
Headcount
8
HQ
Tel Aviv-Yafo, Israel
Sector
Business Software
About
FirstImpression is a company based in Tel Aviv, Israel, founded in 2013 by Roy Peleg and Omer Muller. It operates as an ad creation and monetization platform. The company offers a fast, flexible, easy solution that creates, manages, and monetizes any type of ad product in seconds. The platform supplements ad placements already present on publisher websites with additional customized ad products, enabling advertisers to change, adjust, and A/B test different ad products for an engaging advertising experience. FirstImpression aims to be an all-inclusive toolbox for creating and monetizing display, video, and native ad products across all devices.
Funding history · 1 round · — total
2014-07
Seed
Undisclosed
★ UpWest
Headcount over time
From 19 (2018-08) to 6 (2026-03) · -13 (-68%) · 27 points · source: Finder history + radar grounding
Q&A
- What is FirstImpression's primary business activity?
- FirstImpression provides an Ad Product Creation and Monetization Platform, offering a solution to create, manage, and monetize various ad products like display, video, and native ads across all devices.
- When was FirstImpression founded?
- FirstImpression was founded in March 2013.
- Where is FirstImpression's headquarters located?
- FirstImpression's headquarters is located in Tel Aviv-Yafo, Israel.
- Does FirstImpression have any other office locations?
- Yes, FirstImpression also has an office in New York, USA.
- Who are the founders of FirstImpression?
- The founders of FirstImpression are Omer Mller (Co-founder & Board Member) and Roy Peleg (Founder & CEO).
- What is FirstImpression's employee count?
- FirstImpression has 1-10 employees.
- Which investor participated in FirstImpression's funding round in August 2014?
- UpWest participated in FirstImpression's funding round in August 2014.
- What is FirstImpression's primary sector classification?
- FirstImpression's primary sector classification is Business Software.
Team · 2
Roy Peleg
Founder · Co-Founder & CEO
Omer Muller
Founder · Co-Founder & CTO
Sectors & technology
Primary sector
Business Software
Sub-sectors
Business SoftwareSales & Marketing SolutionsAdvertising Platforms
Technologies
Platforms & InterfacesWeb
Target customers
ConsumersProfessionals & Gig EconomyWebsite Owners
Business model
B2B
Highlights
Verified
Tags
marketingcampaign-optimizationmanagement-solutionssaascustomer-engagementpublishersweb-platformadvertisingmonetizationuser-engagementa-b-testingadtechwebsite-owners
Full data — links, identifiers, deals & radar signals (jobs, patents, research, more)
External links
| Website | firstimpression.io |
|---|---|
| linkedin.com/company/4803096 | |
| facebook.com/firstimpression.io | |
| YouTube | youtube.com/channel/UCAoqlFVZ_RoXrKOd2yLZ8gg |
Identifiers & details
| Former names | AppendAd |
|---|---|
| Founded | 2013-3 |
| Employees (exact) | 8 |
| Offices | New York |
Radar intelligence
GitHub
| Top repos | gtm-vendor-template |
|---|
Web history (Wayback)
| Domain | firstimpression.io |
|---|
Certificate / subdomain footprint
| Subdomains | 16 |
|---|
Israeli Companies Registrar (רשם החברות / ICA)
| Registrar # (ח.פ.) | 514896109 |
|---|---|
| Status | פעילה |
| Corp type | ישראלית חברה פרטית |
| Incorporated | 2013-03-07 |
| Purpose | לעסוק בכל עיסוק חוקי |
| Liability | מוגבלת |
| In violation (unfiled) | no |
| Last annual report | 2025 |
| Active charges / liens | 0 |
| Registry events | 6 — people (4), shares_capital (2) |
| Registered address | אלוף מגן קלמן 3 תל אביב - יפו |
Recent registry events
| Date | Event |
|---|---|
| 2026-05-18 | עדכון בעלי תפקידים |
| 2026-05-17 | עדכון דירקטורים-עדכון מנהלים |
| 2026-05-17 | עדכון דירקטורים-הוספת דירקטור |
| 2026-05-17 | העברת מניות |
| 2026-05-14 | עדכון דירקטורים-הסרת דירקטור |
| 2026-05-13 | הקצאת מניות |