Unruly
Unruly is a London-based advertising technology and marketing services firm operating as a subsidiary of Tremor International (now Nexxen), serving SMB outdoor lifestyle brands with marketing strategy, media, research, and Amazon marketplace optimization. The firm leverages its parent's programmatic video and CTV infrastructure.
- Company typePrivate
- Founded2006
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Unruly does
Unruly is a London-based advertising technology and marketing services company founded in 2006, operating with 251-500 employees as a subsidiary of Tremor International (which has rebranded as Nexxen International Ltd.). The legacy business focused on getting videos watched, tracked, and shared across the Open Web as a programmatic video advertising pioneer, and that heritage underpins its current positioning. Following integration into the Tremor (now Nexxen) ecosystem, Unruly has continued to operate as a distinct entity while leveraging the parent's DSP, SSP, CTV, and TV intelligence infrastructure.
Based on a May 2026 partnership disclosure with Fishbites, Unruly's current operational scope spans marketing strategy, research, planning, media services, and Amazon marketplace optimization, with a visible focus on outdoor lifestyle brands in the SMB segment. The company's role within the broader Tremor/Nexxen portfolio is that of a specialized marketing services arm, distinct from but adjacent to the parent's programmatic advertising platform that handles advertisers, publishers, and data owners through full-funnel campaigns, holistic TV campaigns, ACR data activation, and curated marketplaces.
The business model is not publicly disclosed, but available evidence points to fee-based marketing services engagements (strategy, planning, media, and marketplace optimization) with SMB and niche-vertical clients, supported by access to parent-level programmatic inventory and data. Unruly has additionally signaled strategic capital deployment beyond its core business, participating as an investor in the February 2026 Tangible $4.3M seed round alongside Pale Blue Dot, MMC, and other backers.
Unruly firmographics
Firmographics- Name
- Unruly
- Website
- https://unruly.co
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Unruly is a London-based advertising technology and marketing services firm operating as a subsidiary of Tremor International (now Nexxen), serving SMB outdoor lifestyle brands with marketing strategy, media, research, and Amazon marketplace optimization. The firm leverages its parent's programmatic video and CTV infrastructure.
- Ownership category
- akta.pro rank
Unruly industry classification
Industry- Product category
- Digital Video Advertising Technology
- NAICS
- Broadcasting and Content Providers (516)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Enterprise/Creator Video Hosting & OTT SaaS Platforms (MPACAAAL)
Keywords
Where Unruly is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Unruly business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Unruly product offering
Product offeringCore offering
Unruly is an advertising technology company that delivers digital video advertising solutions, enabling videos to be watched, tracked, and shared across the Open Web. It provides programmatic video ad serving, CTV advertising capabilities, and publisher-side inventory monetization as part of the Tremor International (Nexxen) ad tech stack.
Product overview
No information available. The source data does not contain Unruly's official website content, product pages, or documentation. The provided sources include news articles mentioning Unruly as an investor and subsidiary of Tremor International, and a separate webpage for Nexxen (a different company), but no substantive product or service details for Unruly itself.
Differentiator
Problem solved
Functional benefit
Products and services
- Video Advertising Technology Platform
- CTV Video Advertising Capabilities
Companies that use Unruly
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Unruly technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Unruly partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- FishbitescoreFishbites, a scented bait innovator with 25 years in the fishing industry, expanded its partnership with Unruly beyond initial catfish bait distribution support to a broader strategic collaboration. Unruly now supports Fishbites across marketing strategy, research, planning, media, and Amazon marketplace optimization to fuel growth and strengthen brand presence.
- SpearadminorTremor International, the parent company of Unruly, acquired Spearad, a CTV video ad platform, for US$14.7 million. The acquisition aimed to enhance Tremor's video technology and strengthen its leadership in the CTV advertising ecosystem.
Recent moves5 records
Expansion highlights4 records
Unruly competitors and assessment
Company assessmentDirect peers
- Innovid: Independent ad tech platform focused on CTV and video ad serving, creative personalization, and measurement. Closely comparable to Unruly's video ad serving and creative tech stack, particularly after the Spearad acquisition.
- PubMatic: Independent programmatic ad tech platform providing supply-side monetization, header bidding, and omnichannel video/CTV capabilities. Operates in the same supply-path and open-web video ecosystem as Unruly.
- Criteo: Public ad tech company with a retargeting and commerce media platform. Competes in open-web display and video programmatic, particularly for performance and retail-media use cases that overlap with Unruly's brand-video and e-commerce optimization work.
- Magnite: Independent SSP formed from the merger of Rubicon Project and Telaria, with a leading position in CTV and video ad inventory monetization. Directly comparable to Unruly's open-web video distribution and SSP-like capabilities inside the Nexxen platform.
- The Trade Desk: Leading independent programmatic DSP for omnichannel advertising, with particularly strong CTV, video, and open-web capabilities. The Trade Desk is the most direct strategic comparable to Unruly's video ad tech business, though it operates at meaningfully larger scale.
- MediaMath: Independent programmatic DSP focused on omnichannel digital advertising including video and CTV. Comparable independent programmatic ad tech competitor of similar heritage to Unruly.
- Amobee: Singtel-owned programmatic ad tech platform offering DSP, SSP, and CTV capabilities across open web and premium video. Operates in the same omnichannel video ad tech category as Unruly within Nexxen.
- FreeWheel: Comcast-owned video ad tech platform serving publishers and advertisers across CTV, OTT, and premium video. Comparable to Unruly's video ad serving, SSP, and cross-screen capabilities for premium video publishers.
- Zeta Global: Public data-driven marketing and ad tech platform combining a DSP with first-party data, identity, and CTV capabilities. Comparable to Unruly's video ad targeting and cross-channel activation model.
Broad incumbents
- Nexxen (formerly Tremor International): Unruly's parent company and direct corporate owner, rebranded from Tremor International in 2024. Nexxen operates a full DSP, SSP, ACR data, identity, and CTV stack — Unruly's video ad tech capabilities are a sub-brand within this broader platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Unruly social profiles
Digital presenceUnruly financial estimates
Financial estimateRevenue estimate
Valuation estimate
Unruly leadership team
Management profileNumber of profiles
Profiles8 records
Unruly funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Unruly M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Unruly
What does Unruly do?
Unruly is an advertising technology company that delivers digital video advertising solutions, enabling videos to be watched, tracked, and shared across the Open Web. It provides programmatic video ad serving, CTV advertising capabilities, and publisher-side inventory monetization as part of the Tremor International (Nexxen) ad tech stack.
Is Unruly a public or private company?
Unruly is a private company. It is classified as corporate owned and is currently operating.
When was Unruly founded?
Unruly was founded in 2006. It employs 251 to 500 people.
Where is Unruly based?
Unruly is headquartered in London, United Kingdom, in the Europe region.
Who are Unruly's main competitors?
Direct peers on record are Innovid, PubMatic, Criteo, Magnite, The Trade Desk, MediaMath, Amobee, FreeWheel and Zeta Global. Nexxen (formerly Tremor International) is listed as a broad incumbent.
Does Unruly have an API?
No public API is recorded for Unruly.
What industry is Unruly in?
Unruly's product category is Digital Video Advertising Technology. Its primary akta.pro industry code is MPACAAAL, Enterprise/Creator Video Hosting & OTT SaaS Platforms. Its NAICS code is 516 and its SIC code is 7311.