Outsourced FP&A Services for AdTech Companies in New York City
Institutional-grade FP&A for NYC AdTech companies navigating margin volatility, working-capital strain, and investor scrutiny. Delivered by a dedicated FP&A Pod led by senior ex-Goldman, J.P. Morgan, and McKinsey talent — not freelancers.
We onboard a limited number of AdTech partners each quarter to preserve senior-level involvement. Applications are reviewed for complexity, scale, and strategic fit.
(Identify forecasting, cash flow, and reporting gaps in under a week)
Institutional-Grade FP&A. Not a Freelancer Marketplace.
Total Finance Resolver does not operate as a marketplace, staffing firm, or fractional CFO network. We provide Financial Planning & Analysis as a managed, institutional-grade function. Each engagement is delivered through a dedicated FP&A Pod that embeds into your leadership team and installs a financial engine built to withstand investor scrutiny, scale, and diligence.
The Architect
(CFO-Level Strategy)
The Architect owns the financial narrative. This role focuses on capital strategy, board communication, valuation defense, and scenario planning. They translate operational reality into investor-grade storytelling and ensure decisions are made with full visibility into risk and runway.
The Builder
(Controller-Level Execution)
The Builder ensures financial accuracy and structural integrity. This includes revenue recognition, cost classification, month-end discipline, and system hygiene. Without this layer, even strong strategy collapses under diligence.
The Analyst (Investment Banking Rigor)
Builds and maintains institutional-grade models, scenario analyses, and variance tracking. Focused on unit economics, cash flow dynamics, and surfacing risks before they appear in boardrooms or data rooms.
Comprehensive FP&A Services for AdTech Companies in New York City
Total Finance Resolver delivers FP&A as a structured operating function for NYC-based AdTech companies. Our FP&A Pods replace fragmented finance setups with an integrated system built for media-driven revenue, asymmetric payment cycles, and rapid spend scaling across Google, Meta, and programmatic channels.
Strategic Financial Modeling & Forecasting
We build bottom-up financial models that reflect how AdTech businesses actually operate. Media spend is modeled as variable COGS, margins are tracked at the traffic-source level, and forecasts incorporate net-15 platform payouts against net-45 to net-90 client collections. These models surface liquidity risk early — before growth masks structural cash burn.
Unit Economics, Margins & Working Capital
NYC AdTech companies face persistent working-capital compression as receivables scale faster than collections. We track contribution margin by channel, customer cohort, and spend efficiency, while modeling cash conversion cycles to quantify how growth impacts liquidity, not just topline revenue.
Board Reporting & Investor Readiness
We translate operational complexity into investor-grade reporting. Board materials focus on margin durability, cash runway under multiple spend scenarios, and working-capital exposure — aligning management narratives with the scrutiny expected by NYC-based growth investors and private equity funds.
Valuation Defense & Fundraising Preparation
We prepare AdTech companies to defend valuation through disciplined financial narratives. Our FP&A Pods stress-test forecasts against margin compression, rising media costs, and elongated receivables to ensure fundraising discussions remain grounded in cash reality, not surface-level growth metrics.
The Financial Reality of Scaling an Adtech Business
AdTech businesses do not scale like SaaS. Revenue is volume-driven, margins fluctuate by traffic source, and cash flow is dictated by platform payment terms rather than customer contracts. As spend increases, founders often discover too late that topline growth is masking deteriorating contribution margins and accelerating cash burn.
AdTech companies are required to pay Google, Meta, and DSPs on net-15 terms while collecting from agencies and brands on net-45 to net-90 cycles, creating structural working-capital drains as revenue scales.
In NYC’s agency-heavy AdTech ecosystem, financial risk rarely comes from compliance alone—it comes from platform dependency and investor scrutiny. Sudden changes in platform policies, attribution models, or traffic quality can materially impact margins. During diligence, investors focus less on growth rates and more on revenue quality, concentration risk, and defensibility of unit economics.
Hiring senior finance talent in New York with true AdTech experience is both expensive and unreliable. Most candidates understand generic SaaS metrics but lack experience modeling media-spend-driven cash flows, agency receivables, and cohort-level profitability. The result is often delayed insight, reactive reporting, and founders flying blind during rapid scale.
Total Finance Resolver installs a dedicated FP&A Pod that explicitly models AdTech’s structural cash-flow mismatch—paying platforms on net-15 terms while collecting from agencies and advertisers on net-45 to net-90 cycles. Our Pods forecast working-capital requirements, liquidity stress points, and downside scenarios so growth does not quietly destroy cash. This is not advisory; it is an institutional financial engine built for NYC’s AdTech reality.
FP&A for AdTech Companies in New York City
Operating in NYC Changes the Financial Baseline
NYC-based AdTech companies face compressed cash cycles driven by agency-led billing, enterprise advertisers, and extended payment terms. While platforms pay on net-15 schedules, NYC clients often settle invoices on net-45 to net-90, forcing founders to finance growth internally. Without precise working-capital modeling, scale amplifies liquidity risk instead of reducing it.
Regulatory & Talent Cost
Building an in-house finance function in New York City is structurally expensive. A senior CFO-level operator, controller, and analyst can exceed $500K–$700K annually in fully loaded cost, before tooling and turnover risk. For AdTech companies already financing media spend gaps, this overhead materially worsens cash strain. FP&A must be architected for leverage, not headcount.
How We De-Risk AdTech Finance NYC
Our FP&A Pods replace fragmented NYC finance teams with a senior-led operating unit. We model liquidity under aggressive spend scenarios, restructure reporting around contribution margin and cash efficiency, and give founders visibility into when growth improves cash — and when it silently destroys it. The result is predictable finance in one of the most capital-intensive AdTech markets globally.
Areas Served
New York City, Manhattan, Brooklyn, Queens, Bronx, Jersey City
Frequently Asked Questions (FAQ)
How is FP&A for AdTech different from standard SaaS FP&A?
AdTech financials are driven by variable media spend, platform dependency, and cash-flow timing mismatches rather than recurring subscriptions. In NYC, companies often pay Google, Meta, and DSPs on net-15 terms while collecting from agencies and advertisers on net-45 to net-90 cycles. FP&A for AdTech must model margin volatility, working-capital lockup, and liquidity risk—not just revenue growth.
Why do growing AdTech companies often experience cash shortages despite rising revenue?
In agency-driven AdTech models, revenue growth frequently increases accounts receivable faster than cash inflows. As client volume scales, more capital becomes locked in working capital to fund media spend upfront. Without explicit cash-flow and receivables modeling, growth can quietly drain liquidity even when topline metrics appear strong.
What do investors scrutinize most during diligence for NYC-based AdTech companies?
Investors focus on revenue quality, platform concentration risk, cohort-level profitability, and the company’s ability to withstand changes in platform economics. They assess whether margins are defensible, whether working capital requirements are understood, and whether management can forecast cash accurately under downside scenarios.
How does Total Finance Resolver’s FP&A Pod mitigate these risks?
Our FP&A Pods model AdTech businesses the way institutional investors do—explicitly separating media spend, receivable cycles, payable timing, and contribution margins by traffic source. By forecasting liquidity stress points and cash requirements ahead of scale, we ensure growth is capital-efficient and defensible during fundraising or diligence.
Blogs
Why AI Fintech Companies in NYC Face Higher Compliance and Model Risk
AI Fintech in NYC: Scaling Regulated, High-Velocity Finance Products Without Losing Control
Maximizing ROI in NYC’s Competitive AdTech Landscape: Best Practices for Digital Campaigns
AI in NYC AdTech: When Automation Scales Faster Than Financial Control
AdTech Partnerships in NYC: Why Most Collaborations Quietly Fail
AdTech Compliance & Data Privacy in NYC: What Actually Blocks Growth
AdTech Trends in NYC for 2026: What Will Separate Winners from the Rest
AdTech in NYC: A Strategic Guide to the World’s Most Competitive Digital Advertising Market
Apply for an FP&A Diagnostic
Our FP&A Diagnostic evaluates margin durability, cash conversion cycles, and working-capital exposure specific to NYC AdTech businesses.
Applications are reviewed for complexity and fit before acceptance.