Between Digital
Between Digital, operating as BTWN X, is a global independent Supply-Side Platform founded in 2012 that connects 210,000+ publisher properties with demand-side partners through AI/ML-powered programmatic auctions, serving digital publishers, agencies, DSPs, and advertisers worldwide.
- Company typePrivate
- Founded2012
- HeadquartersMoscow, Russia
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Between Digital does
Between Digital, operating commercially as BTWN X (Between Exchange), is a global independent Supply-Side Platform (SSP) founded in 2012 that intermediates programmatic advertising transactions between digital publishers and demand-side buyers. The platform serves independent digital publishers, website owners, and mobile app developers seeking to monetize web, in-app, and CTV inventory, while connecting demand-side platforms, agencies, agency trading desks, and direct advertisers to pre-moderated publisher inventory. The company reports access to more than 2 billion users globally across 210,000+ premium properties, 110,000+ websites, and 100,000+ applications, processing up to 120 billion daily ad requests.
The platform is built on proprietary infrastructure developed in-house since 2012, featuring a neural-network-based AI/ML bid optimization engine that performs multivariate analysis on incoming bids and historical data, complemented by an internally developed fraud-prevention solution layered with third-party verification through strategic partnerships with GeoEdge and Flashtalking (formerly Protected Media). The technology supports header bidding, open auctions, private auctions, and real-time bidding (RTB), with publisher integration options spanning Prebid.js, OpenRTB (oRTB), prebid server-to-server, and tag-based methods. Infrastructure spans five global data centers across US West, US East, Singapore, Tokyo, and a Cyprus/EU node, enabling low-latency worldwide coverage.
Between Digital monetizes via a CPM-based transaction fee (take rate) on ad impressions auctioned through the platform, with publisher revenue share terms negotiated bilaterally through Insertion Orders. The company is legally domiciled in New York with operational offices in Limassol (Cyprus), Guayaquil (Ecuador), and Aosta (Italy), and maintains documented GDPR and CCPA compliance. Adam Morgan is the co-founder and CEO. The company reports positive cash flow and bootstrapped operations with no institutional venture funding disclosed beyond an early $0-amount Impulse VC round in 2013.
Between Digital firmographics
Firmographics- Name
- Between Digital
- Legal name
- BTWN X
- Website
- https://betweenx.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Between Digital, operating as BTWN X, is a global independent Supply-Side Platform founded in 2012 that connects 210,000+ publisher properties with demand-side partners through AI/ML-powered programmatic auctions, serving digital publishers, agencies, DSPs, and advertisers worldwide.
- Ownership category
- akta.pro rank
Between Digital industry classification
Industry- Product category
- Programmatic Ad Tech (Supply-Side Platform)
- NAICS
- Software Publishers (5132)
- akta.pro primary industry
- Digital Goods, Subscriptions & Gift Card Marketplaces (BPAMAGAG)
Keywords
Where Between Digital is headquartered
LocationHeadquarters
- HQ city
- Moscow
- HQ country
- Russia
- HQ region
- Europe
Offices8 records
Markets served
Between Digital business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Operations, Marketing or Sales
Revenue model
- Ad Impression Revenue Share: Company operates as SSP (Supply-Side Platform) earning revenue through commission/take-rate on ad impressions sold through its platform. Publishers earn revenue from ad placements while SSP takes a percentage. Payment terms set in Insertion Orders with revenue calculated based on CPM (cost per thousand impressions) through RTB auctions.
- Publisher Revenue Share: Revenue shared with publishers based on traffic quality and ad performance. SSP evaluates quality of publisher traffic using fraud detection systems. Publishers receive revenue based on Platform system indications combined with SSP's assessment.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Between Digital product offering
Product offeringCore offering
Between Digital operates BTWN X (Between Exchange), a global independent Supply-Side Platform (SSP) that enables publishers to monetize their digital ad inventory through real-time programmatic auctions. The platform connects publishers (websites and mobile apps) with demand partners (advertisers, agencies, DSPs, trading desks) via AI/ML-optimized bidding, supporting header bidding, open auctions, private auctions, and RTB across display, video, native, and CTV formats.
Product overview
BTWN X (Between Exchange) is a global independent SSP (Supply-Side Platform) offering a comprehensive programmatic ecosystem. The core platform connects publishers seeking to monetize their digital inventory with demand partners (advertisers, agencies, DSPs) seeking quality traffic. The platform is built on proprietary neural network technology developed since 2012, featuring AI/ML-powered bid optimization for maximum eCPM, advanced fraud prevention solutions, and support for multiple ad formats (display, video, native, CTV) across web and in-app environments. Publisher Solutions provide monetization through multiple integration methods (Prebid.js, oRTB, server-to-server, tags) with yield management expertise. Demand Partner Solutions offer access to over 2 billion users across 210,000+ premium properties with proprietary bid optimization. The infrastructure spans 5 global data centers (US West, US East, Tokyo, Singapore, Cyprus) for worldwide coverage with minimal latency.
Differentiator
Problem solved
Functional benefit
Products and services
- BTWN X (Between Exchange) SSP Platform
- Publisher Solutions
- Demand Partner Solutions
Quantifiable outcome
- Maximum eCPM through AI/ML optimization
- +4 more outcomes
Companies that use Between Digital
Customer profileNamed customers23 records
Segments3 records
Ideal customer profiles2 records
Between Digital technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability7 records
Feature11 records
Between Digital partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered core and minor.
- GeoEdgecoreStrategic partnership with GeoEdge for market-leading ad verification technology providing comprehensive protection against malicious ads for publishers. GeoEdge ensures brand safety and protects publisher reputation.
- Flashtalking (formerly Protected Media)coreStrategic partnership with Flashtalking (formerly Protected Media) for traffic verification technology. Combined with in-house fraud prevention to ensure only human-originated and genuine traffic is delivered to customers.
- SovrnminorDemand partner logo displayed indicating partnership for accessing high-quality demand for publisher inventory
- NexxenminorDemand partner logo displayed indicating partnership for accessing high-quality demand for publisher inventory
- Improve DigitalminorDemand partner logo displayed indicating partnership for accessing high-quality demand for publisher inventory
- OnetagminorDemand partner logo displayed indicating partnership for accessing high-quality demand for publisher inventory
- EpsilonminorDemand partner logo displayed indicating partnership for accessing high-quality demand for publisher inventory
- RevXminorDemand partner logo displayed indicating partnership for accessing high-quality demand for publisher inventory
- XtendminorDemand partner logo displayed indicating partnership for accessing high-quality demand for publisher inventory
- BrainXminorDemand partner logo displayed indicating partnership for accessing high-quality demand for publisher inventory
- BidswitchminorDemand partner logo displayed indicating partnership for accessing high-quality demand for publisher inventory
- Rich AudienceminorDemand partner logo displayed indicating partnership for accessing high-quality demand for publisher inventory
- AdYouLikeminorDemand partner logo displayed indicating partnership for accessing high-quality demand for publisher inventory
- InMobiminorDemand partner logo displayed indicating partnership for accessing high-quality demand for publisher inventory
- LiftoffminorSupply partner logo displayed indicating partnership for publisher inventory supply to the platform
- UnityminorSupply partner logo displayed indicating partnership for publisher inventory supply to the platform
- BidmachineminorSupply partner logo displayed indicating partnership for publisher inventory supply to the platform
- VerveminorSupply partner logo displayed indicating partnership for publisher inventory supply to the platform
- MinuteMediaminorSupply partner logo displayed indicating partnership for publisher inventory supply to the platform
- SmilewantedminorSupply partner logo displayed indicating partnership for publisher inventory supply to the platform
- AdponeminorSupply partner logo displayed indicating partnership for publisher inventory supply to the platform
- MoneytizerminorSupply partner logo displayed indicating partnership for publisher inventory supply to the platform
- OperaminorSupply partner logo displayed indicating partnership for publisher inventory supply to the platform
- BigominorSupply partner logo displayed indicating partnership for publisher inventory supply to the platform
- TaurusXminorSupply partner logo displayed indicating partnership for publisher inventory supply to the platform
Scale indicators10 records
Recent moves6 records
Expansion highlights4 records
Between Digital competitors and assessment
Company assessmentDirect peers
- Magnite: Largest independent SSP (formed via Rubicon Project + Telaria merger) covering CTV, video, and display. Directly comparable supply-side platform with header bidding, RTB auctions, and a global publisher network — the most relevant scaled public-market peer for BTWN X.
- Equativ (formerly Smart AdServer): Independent ad-tech platform combining SSP, ad server, and curation tools. Comparable in offering a full-stack monetization solution to mid-market publishers and competes in similar EMEA-focused demand pools.
- Adform: European-headquartered independent ad-tech platform with DSP, SSP, DMP, and ad-server modules. Comparable in offering a full programmatic stack with a strong European publisher footprint similar to BTWN X's Cyprus presence.
- Smaato (Viant Technology): Mobile-first in-app SSP now part of Viant, focused on header bidding for mobile inventory. Comparable to BTWN X's in-app supply side and the AI-driven bid optimization use case.
- OpenX: Independent SSP/ad exchange with global inventory across web, mobile, and CTV. Comparable technology stack (header bidding, RTB, private marketplaces) and similar publisher-focused monetization model.
- Index Exchange: Independent global SSP operating a transparent exchange with header bidding wrappers. Competes directly with BTWN X for publisher supply and demand-side integrations, with similar emphasis on independent, neutral infrastructure.
- PubMatic: Independent, publicly traded SSP focused on publisher monetization via header bidding, programmatic guaranteed, and AI-driven yield management. Closely matches BTWN X's publisher-centric value proposition and eCPM-optimization thesis.
Broad incumbents
- Criteo: Public ad-tech company operating a retail-media-focused DSP/SSP. Less direct overlap but a relevant broad ad-tech incumbent for competitive and pricing benchmarks in programmatic monetization.
- Xandr (Microsoft): Microsoft-owned ad-tech platform combining SSP, DSP, and curation. Overlaps with BTWN X's RTB and private marketplace offerings as part of a broader enterprise portfolio.
- Google Ad Manager: Dominant ad exchange and SSP inside the Google ecosystem, controlling the majority of programmatic supply. Competes with BTWN X indirectly as the structural incumbent whose share independents are trying to win.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Between Digital social profiles
Digital presenceBetween Digital compliance and trust
Trust signalCompliance2 records
Between Digital financial estimates
Financial estimateRevenue estimate
Valuation estimate
Between Digital leadership team
Management profileNumber of profiles
Profiles1 record
Between Digital funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Between Digital M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Between Digital
What does Between Digital do?
Between Digital operates BTWN X (Between Exchange), a global independent Supply-Side Platform (SSP) that enables publishers to monetize their digital ad inventory through real-time programmatic auctions. The platform connects publishers (websites and mobile apps) with demand partners (advertisers, agencies, DSPs, trading desks) via AI/ML-optimized bidding, supporting header bidding, open auctions, private auctions, and RTB across display, video, native, and CTV formats.
Is Between Digital a public or private company?
Between Digital is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Between Digital founded?
Between Digital was founded in 2012. It employs 1 to 10 people.
Where is Between Digital based?
Between Digital is headquartered in Moscow, Russia, in the Europe region.
How does Between Digital make money?
Two revenue lines are on record. Ad Impression Revenue Share is the primary driver. The others are publisher Revenue Share.
Who are Between Digital's main competitors?
Direct peers on record are Magnite, Equativ (formerly Smart AdServer), Adform, Smaato (Viant Technology), OpenX, Index Exchange and PubMatic. Broad incumbents are Criteo, Xandr (Microsoft) and Google Ad Manager.
Does Between Digital have an API?
Yes. BTWN X provides a fully documented API for reporting purposes, enabling partners to access comprehensive reporting data. The platform also offers API integration methods for publishers including OpenRTB (oRTB) protocol and server-to-server integrations. Documentation URL and SDK details are not publicly specified.
What industry is Between Digital in?
Between Digital's product category is Programmatic Ad Tech (Supply-Side Platform). Its primary akta.pro industry code is BPAMAGAG, Digital Goods, Subscriptions & Gift Card Marketplaces. Its NAICS code is 5132.