Adwanted Group

What Adwanted Group does

Adwanted Group is a private B2B technology and information company serving the global advertising ecosystem, founded in 2012 by Emmanuel Debuyck and headquartered in Lille, France (SAS ADWANTED GROUP, RCS Lille 750 984 403). The company operates across four continents with regional headquarters in Paris, London, and New York, and serves over 1,500 companies and 15,000+ users. Its offering is organized into four solution pillars: Adwanted Software (AdwOne all-in-one campaign management, MediaPilot booking/invoicing), Adwanted Data (SRDS — the industry-standard media information database since 1919 with 100,000+ properties — and Adwanted Connected, the UK's largest single source of media data), Adwanted Content (The Media Leader publication and Adwanted Events conferences), and Adwanted Consulting (research-led advisory across branding, marketing, and media strategy).

The company's technology stack is built on cloud-based B2B advertising technology combining software, data aggregation, content delivery, and event management, with deep integration of exclusive third-party data sources (BARB, RAJAR, Ofcom, Route, PAMCo, JICREG, ABC, Nielsen, YouGov, TouchPoints, Kantar Media, Ebiquity, Ipsos, OpenStreetMap, Ordnance Survey, ONS, Outsmart, WARC, ISBA, IPA). Specialized products include Route API and SPACE for out-of-home planning, and J-ET/Audiotrack for radio industry audio distribution and trading.

Adwanted's business model is subscription and licensing-based for its software and data products, supplemented by event sponsorship and ticket revenue (Adwanted Events), advertising/sponsorship on The Media Leader publication, and project-based professional services fees from Adwanted Consulting. Pricing is quote-based and tailored to enterprise customer requirements with annual billing. The go-to-market is enterprise field sales through regional offices targeting media companies, agencies, and brands, complemented by self-service SaaS access for mid-market users and channel partnerships (e.g., Work Research). Growth has been driven by an aggressive roll-up strategy, with approximately 10 acquisitions over 10 years including Carthage, CSE, OFFREMEDIA, Teeps (France), SRDS (USA), Mediatel (UK), and MediaSpecs (Belgium/Luxembourg).

Name

Adwanted Group

Legal name

SAS ADWANTED GROUP

Website

https://adwanted.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Adwanted Group is a private B2B advertising technology and data company, founded in 2012, serving media agencies, brands, and media owners with software (AdwOne, MediaPilot), media data platforms (SRDS, Adwanted Connected), industry content and events (The Media Leader, Adwanted Events), and consulting services across Europe, North America, Australia, and Africa.

Ownership category

akta.pro rank

Product category

Advertising Technology and Media Data

NAICS

Media Buying Agencies (541830), Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (54183)

SIC

Services-Advertising (7310)

akta.pro primary industry

OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ)

akta.pro secondary industry

Paid Social Advertising Management (MPAAACAC)

Keywords

• Advertising technology software
• Media data platforms
• Campaign management SaaS
• Audience measurement data
• Media planning tools

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Software Solutions: SaaS-based software solutions including AdwOne, MediaPilot, and Adwanted Connected for campaign management, media booking, and data analytics. Revenue generated through subscription and licensing fees to agencies, brands, and media companies.
2. Data Services: Media data aggregation and distribution through SRDS platform and Adwanted Connected, providing critical information for media planning and buying decisions.
3. Content and Events: Editorial content through The Media Leader publication and industry conferences/events organized by Adwanted Events, keeping the industry informed, educated, and connected.
4. Consulting Services: Research-led advisory and consulting services across branding, marketing, media strategy, and custom research, data, software, and website development.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Adwanted Group is a global B2B advertising technology company that develops, sells, and licenses software, data, content, events, and consulting solutions to media agencies, brands, and media companies. Its core offerings include the AdwOne campaign management platform, the SRDS media information database (industry standard since 1919), MediaPilot booking and invoicing software, Adwanted Connected media data apps, Route API and SPACE for out-of-home planning, J-ET and Audiotrack for radio, The Media Leader publication, Adwanted Events conferences, and Adwanted Consulting advisory services.

Product overview

Adwanted Group is a global technology and B2B Information company offering a comprehensive suite of advertising industry solutions organized into four main solution categories: Software (including AdwOne campaign management platform and MediaPilot booking/invoicing software), Data (including SRDS media database and Adwanted Connected data platform), Content (including The Media Leader publication and Adwanted Events conferences), and Consulting (research-led advisory services). The company has completed 10 acquisitions over 10 years, including Carthage, CSE, OFFREMEDIA, Teeps (FR), SRDS (USA), Mediatel (UK), and MediaSpecs (BELUX). The portfolio includes specialized products like Route API and SPACE for OOH planning, J-ET and Audiotrack for radio audio, and Adwanted Connected for integrated media data. The company serves over 15,000 users across Europe, North America, Australia, and Africa.

Differentiator

Problem solved

Functional benefit

Brands

• AdwOne: All-in-one campaign management tool that simplifies advertising campaigns into a single solution, enabling streamlined media planning and media buying.
• SRDS
• MediaPilot
• The Media Leader
• Adwanted Connected
• J-ET
• Audiotrack
• SPACE
• Route API

Products and services

• AdwOne All-in-one centralized campaign management platform that simplifies advertising campaigns into a single solution, enabling streamlined media planning and media buying for media planners, media buyers, and media companies.
• MediaPilot Leading software for booking and invoicing advertising campaigns, managing all media types (television, radio, press, digital, non-media) and campaign types (classic, sponsorship, special operation, cross-media). Used by media companies and agencies to handle advertising operations end-to-end.
• SRDS Industry standard media information database since 1919 hosting over 100,000 media properties from the US, UK, France, and BELUX. Enables smart, fast decision-making in media planning and buying for agencies, brands, and media companies.
• Adwanted Connected UK's largest single source of media data delivered via a suite of apps including Consumer Surveys, Display, Media Landscape, Regional, AV, Audio, and OOH modules. Provides data analysis, consumer surveys, charts, and industry news to UK media buyers, planners, and sellers.
• SPACE Out-of-home planning tool for OOH planners, buyers, and media owners, enabling optimization of out-of-home advertising campaigns.
• Route API API product for the OOH industry combining media knowledge and technical expertise for route planning and buyer tools, providing programmatic access to out-of-home audience measurement data.
• J-ET Radio industry trading system and audio distribution service that powers Audiotrack, transforming radio advertising trading and distribution for UK radio stations and agencies.
• Audiotrack Dedicated radio audio distribution service created by Mediatel and powered by J-ET, providing centralized audio distribution for the UK radio advertising industry.
• The Media Leader Media industry's leading independent source of news analysis, data, and opinion for media and advertising professionals, providing editorial coverage of the global advertising ecosystem.
• Adwanted Events Runs key industry conferences, seminars, and bespoke events across media and advertising themes worldwide. Known as 'The Voice of the Media Industry'.
• Adwanted Consulting Research-led advisory and consulting services across branding, marketing, media strategy, and custom research, data, software, and website development. Includes brand platform development, integrated marketing strategy, content programs, social media management, and custom software development.

Quantifiable outcome

• Serving 15,000+ users in advertising and media industries
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

Feature7 records

Partnerships

Ten partnerships are on record, tiered core and supporting.

• Work ResearchcoreStrategic or Co-development PartnerStrategic partnership creating Adwanted Consulting, combining Work Research's expertise in brand strategy and media consultancy with Adwanted's data platforms, editorial teams, and events capabilities. Justin Gibbons and Tony Regan at Work Research bring 16+ years of experience advising media owners, trade bodies and currencies.
• BARB (Broadcasters' Audience Research Board)coreTechnology or IntegrationData partnership for UK television audience measurement data integrated into Adwanted Connected platform.
• RAJAR (Radio Joint Audience Research)coreTechnology or IntegrationData partnership for UK radio audience measurement integrated into Adwanted Connected Audio module.
• Ofcom Technology TrackersupportingTechnology or IntegrationData source for technology adoption and consumer behavior insights within Adwanted Connected platform.
• YouGovsupportingTechnology or IntegrationVideo & Voice survey data integrated into Adwanted Connected for consumer insights.
• TouchPointssupportingTechnology or IntegrationMulti-media audience measurement data source for Adwanted Connected platform.
• Route (Out-of-Home)coreTechnology or IntegrationOOH audience measurement currency integrated into Adwanted Connected OOH module and Route API product.
• ABC (Audit Bureau of Circulations)supportingTechnology or IntegrationIndustry-standard circulation audit data for print and digital publications.
• Kantar MediasupportingTechnology or IntegrationMedia intelligence and advertising data source for Adwanted Connected.
• NielsensupportingTechnology or IntegrationOnline measurement data (Netview) integrated into Adwanted Connected.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Nielsen: Global audience measurement and media intelligence giant providing cross-platform ratings, media planning data, and analytics to advertisers, agencies, and media owners — the most direct large-scale comparable to Adwanted's SRDS and Adwanted Connected data franchises.
• Ipsos: Global research and audience-measurement group whose media and audience research feeds into Adwanted Connected; competes in syndicated media research and custom ad-effectiveness studies for advertisers and broadcasters.
• GroupM (WPP): World's largest media investment group and major buyer of advertising technology and data — both a key customer segment for Adwanted's tools and a potential builder of in-house equivalents that could compete with SRDS/MediaPilot functionality.

Direct peers

• Kantar Media: Media intelligence division of Kantar offering audience measurement, advertising effectiveness, and media planning data globally; competes head-to-head with SRDS and Adwanted Connected for agency and media-owner subscriptions.
• comScore: Digital audience and advertising measurement provider offering cross-platform campaign ratings, comparable to Adwanted's digital modules within Adwanted Connected and its Nielsen-derived online measurement data.
• Geopath: US-based OOH audience measurement organization whose currency and planning tools directly overlap with Adwanted's Route API and SPACE OOH planning products for buyers and media owners.
• Standard Media Index (SMI): Provider of independent media spend intelligence and advertising pricing data across channels, closely comparable to SRDS' rate-card and Adwanted's media-buying benchmarking capabilities for agencies and advertisers.
• WARC: Advertising effectiveness intelligence and best-practice subscription service that is integrated into Adwanted Connected via partnership but also competes for agency and brand marketing-research budgets.

Emerging players

• Similarweb: Digital intelligence platform offering audience, advertising, and competitive insights across digital media — an emerging competitor for Adwanted's digital-measurement and competitive-intelligence modules.
• MiQ: Programmatic media intelligence company combining data, technology, and media buying expertise; overlaps with Adwanted's campaign-management and data offerings in digital media planning and buying.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/adwantedcom
• YouTubeyoutube.com/channel/UCl6kvet10ftDiiNdV-S2lqg?view_as=subscriber
• LinkedInlinkedin.com/company/2641965

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries9 records

Funding overview

Funding rounds10 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A9 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adwanted Group