What Improve Digital does

Improve Digital is an independent publisher monetization technology provider operating a programmatic advertising platform that automates the purchase and sale of digital advertising. It is a product brand within Azerion Technology B.V., the legal entity domiciled in the Netherlands and operating under publicly traded parent Azerion on Euronext Amsterdam; Improve Digital's headquarters is in Schiphol-Rijk (Boeing Avenue 30, 1119 PE). The platform supports two primary customer segments: publishers and sellers monetizing digital inventory through programmatic channels, and media buyers, brands, agencies, and DSPs seeking access to premium, brand-safe environments. The product architecture is platform-plus-modules: the core SSP connects publishers to 60+ demand partners and 50+ DSPs across open exchange, private marketplace, and curated marketplace channels; Extend provides a fully-managed header bidding wrapper with dynamic floor pricing; Marketplace offers buyers curated access to premium supply; Yield and Yield Pro provide web and app monetization with the AI-based optimization engine; VLYBY and BlueStack extend coverage into video and mobile app inventory. The go-to-market pairs an enterprise field-sales motion — local teams in 24 offices working with media agencies, DSPs, and advertisers — with self-service and OpenAPI access for publishers with in-house ad ops.

The technology stack is built around OpenRTB 2.5, Prebid client and server adapters, VAST, JavaScript tags, and Google Open Bidding (EBDA), and integrates with major DSPs (Google DV360, The Trade Desk, Criteo, Amazon), verification and brand-safety providers (Oracle/Grapeshot/MOAT, DoubleVerify, The Media Trust), identity partners (ID5, LiveRamp), and DMPs (Lotame). Revenue is generated via two main streams: transaction fees on programmatic advertising auctions run through the SSP, and managed-services fees for products such as Extend header bidding, yield management, and optimization. Compliance posture covers EU Digital Services Act, GDPR, CCPA, LGPD, and COPPA, and the company participates in the IAB Europe Transparency & Consent Framework (ID 253). The platform monetizes 300,000+ active domains, accesses 400,000+ advertisers, and serves named enterprise publishers including The Telegraph, DailyMotion, PRISA, Hearst, Media Figaro, and Pilot Publishing.

Company leadership includes Joelle Frijters as co-founder and CEO and Xander Lindhout as VP of Operations; Harry Francis serves as Product Director of the Improve Digital SSP. The company was founded in 2008 (some sources cite 2011), employs 101-250 staff with approximately 200 employees, and operates across EMEA and additional global markets. Previously known products within the portfolio include The Moneytizer, which has been rebranded into Improve Digital Yield as part of ongoing product consolidation under the Azerion platform.

Name

Improve Digital

Legal name

Azerion Technology B.V.

Website

https://improvedigital.com

Company type

Public

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Improve Digital is an Amsterdam-based programmatic advertising platform (SSP) operating as a brand within publicly traded parent Azerion, serving digital publishers and media buyers across 24 offices with header bidding, AI-based yield optimization, and omnichannel monetization across web, app, video, and CTV.

Ownership category

akta.pro rank

Product category

Programmatic Advertising Technology

NAICS

Advertising, Public Relations, and Related Services (5418), Other Services Related to Advertising (541890), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311), Services-Prepackaged Software (7372)

akta.pro primary industry

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)

akta.pro secondary industries

Digital Publishing Platforms (News/Magazines) (BPAMAJAE), Workplace Accessibility, Adoption & Change Management (Digital Adoption, training, comms) (BPAEAIAN)

Keywords

• Programmatic advertising platform
• Supply-side platform
• Header bidding solutions
• Digital ad monetization
• Ad marketplace technology

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Programmatic Advertising Platform Fees: Revenue generated from facilitating automated auction (bidding process) of ad inventory for publishers and media buyers. The platform connects sellers (publishers) with buyers (advertisers/DSPs) through real-time bidding.
2. SSP and Marketplace Services: Revenue from providing SSP (Supply Side Platform) and Marketplace services to publishers and media buyers, including premium demand access and curation.
3. Extend Header Bidding: Revenue from fully-managed header bidding solution for publishers, including wrapper solution, yield management and optimization services.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Improve Digital operates a programmatic advertising technology platform comprising a Supply-Side Platform (SSP), a managed header bidding product (Extend), and a Marketplace that connects publishers selling digital ad inventory with media buyers and DSPs. The platform supports display, video, native, and audio formats across web, mobile, and CTV, offering AI-based yield optimization, cookie-less targeting, and a proprietary video player.

Product overview

Improve Digital is a full-scale programmatic advertising platform providing end-to-end solutions for both media buyers and sellers. The platform operates as a platform-plus-modules architecture consisting of the core SSP (Supply-Side Platform) for publisher monetization, complemented by Extend (managed header bidding wrapper), Marketplace (buyer access to premium supply), and Yield/Yield Pro (web and app monetization solutions). The platform supports over 300,000 active domains, 400,000+ advertisers, and 60+ demand partners, enabling programmatic purchase and sale of digital advertising through open exchange, private marketplace, and curated marketplace channels. All products are part of the Azerion platform.

Differentiator

Problem solved

Functional benefit

Products and services

• SSP (Supply-Side Platform) A Supply-Side Platform that enables publishers to monetize their digital ad inventory through automated programmatic auctions, header bidding, direct deals, and AI-based yield optimization across display, video, native, and audio formats.
• Extend
• Marketplace
• Yield
• Yield Pro
• VLYBY
• BlueStack Console

Quantifiable outcome

• Explosive growth in visitors matched by enormous sales increase

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and flagship.

• OraclecoreTechnology or IntegrationPartnership with Oracle for brand safety and fraud protection. Uses Grapeshot, MOAT, and Oracle Advertising Bot Filtration to ensure ads are seen by real people on brand-suitable advertising spaces.
• DoubleVerifycoreTechnology or IntegrationFraud detection partnership to identify invalid ad impressions, clicks, installs, or ad queries and protect publisher clients from fraudulent behavior.
• IAB EuropecoreStrategic or Co-development PartnerParticipant in IAB Europe Transparency & Consent Framework with identification number 253, ensuring compliance with industry standards for data processing and consent management.
• PrebidcoreTechnology or IntegrationSupports Prebid client and server adapters for header bidding integration with publishers' ad stacks.
• Google DV360coreTechnology or IntegrationIntegration with Google Display & Video 360 (formerly Doubleclick Bid Manager) for programmatic advertising access.
• The Trade DeskcoreTechnology or IntegrationDSP integration for programmatic advertising access through The Trade Desk platform.
• AzerionflagshipStrategic or Co-development PartnerParent company and integrated platform. Azerion is a high-growth digital entertainment and media platform providing integrated advertising technology solutions.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• PubMatic: Independent SSP focused on programmatic monetization for premium publishers across display, video, mobile, and CTV. Direct competitor to Improve Digital's SSP and Marketplace offerings with overlapping publisher customer base and similar programmatic auction infrastructure.
• Magnite: Largest independent SSP following the Rubicon Project and Telaria merger, with strong CTV positioning. Directly competes with Improve Digital across header bidding, omnichannel monetization, and CTV supply.
• Index Exchange: Independent global SSP and header bidding wrapper operator focused on premium publisher monetization. Closely comparable to Improve Digital's Extend and SSP offerings with similar demand partner integrations and auction mechanics.
• OpenX: Independent SSP serving publishers and buyers across web, mobile, and CTV with a focus on header bidding and programmatic marketplaces. Directly comparable product suite to Improve Digital's SSP and Marketplace products.
• Equativ: Independent ad tech platform (formerly Smart AdServer) offering SSP, header bidding, and programmatic monetization for publishers across Europe. Directly comparable to Improve Digital in geographic focus, customer segment, and product architecture.
• Sovrn: Publisher-focused SSP and monetization platform offering header bidding and yield management tools. Comparable to Improve Digital's Extend and Yield products with a similar mid-market publisher focus.
• TripleLift: SSP specializing in native and video programmatic advertising, now part of TripleLift's broader omnichannel stack. Comparable supply-side offering with overlap in programmatic auction technology and premium publisher monetization.

Broad incumbents

• Google Ad Manager (Google AdX): Google's dominant SSP/exchange within its broader ads and publisher stack. Sets market pricing and auction mechanics that Improve Digital must integrate with, while competing for the same premium publisher inventory.
• Criteo: Established ad tech platform with retail media and DSP capabilities, also operating as a demand-side partner. Overlaps with Improve Digital on supply monetization and DSP integration, though increasingly focused on commerce media.

Others

• Prebid.org: Open-source organization governing the Prebid header bidding framework. Improve Digital's Extend integrates with Prebid client/server adapters, making Prebid both a foundational partner and a potential disintermediation risk if its free tooling continues to mature.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/improvedigital
• Facebookfacebook.com/104794536277798
• LinkedInlinkedin.com/company/improve-digital

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Improve Digital