Setupad
- Company typePrivate
- Founded2015
- HeadquartersRiga, Latvia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
Setupad firmographics
Firmographics- Name
- Setupad
- Legal name
- Setupad SIA
- Website
- https://setupad.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Setupad industry classification
Industry- Product category
- Publisher Ad Monetization
- NAICS
- Computer Systems Design and Related Services (54151), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Managed DevOps / Platform Operations (Run & Operate) (BPAEAKAO)
- akta.pro secondary industry
- Platform Engineering & Internal Developer Platforms (IDP) (BPAEAKAC)
Keywords
Where Setupad is headquartered
LocationHeadquarters
- HQ city
- Riga
- HQ country
- Latvia
- HQ region
- Europe
Offices3 records
Markets served
Setupad business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Fixed CPM Fee (Direct Model): Setupad charges publishers a fixed €0.05 CPM fee per 1,000 ad impressions when publishers switch from reseller accounts to direct SSP connections managed through the Setupad platform. This replaces the traditional 20% revenue-share model, providing publishers with predictable infrastructure costs and eliminating the reseller middleman. Publishers retain direct payment relationships with SSPs.
- Managed Prebid / Setupad Self-Serve Subscription: Setupad offers a self-serve monetization platform (Setupad Self-Serve) for publishers who already have GAM accounts and direct SSP connections, providing a header bidding interface with enterprise-grade management and analytics tools. This is offered alongside or as an alternative to fully managed services.
- Prebid Manage Account: A managed account service for AdSense publishers to optimize monetization through header bidding, gaining immediate access to Google AdX and 30+ premium SSP demand partners. Provides access to Google-certified AdOps support, campaign optimization, and direct deals management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fixed CPM: €0.05 per 1,000 ad impressions |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels13 records
Setupad product offering
Product offeringCore offering
Setupad is a header bidding monetization platform for publishers that enables direct connections to 30+ premium SSPs and Google AdX in place of traditional reseller models. Its core product, Setupad Self-Serve, is a Prebid-based management interface offering real-time Bid Analytics, automated GAM synchronization, A/B testing, and bulk configuration of demand partners. A managed service tier (Prebid Manage Account) provides Google-certified AdOps support, while ancillary products include the Setupad CMP for GDPR consent management, a WordPress Plugin, and a Chrome Extension for live auction monitoring.
Product overview
Setupad is a website monetization platform offering a suite of tools designed to help publishers maximize ad revenue through header bidding technology. The core offering is Setupad Self-Serve — a Prebid-based management platform providing publishers with direct control over their ad stack, including bulk SSP management, real-time Bid Analytics, automated GAM synchronization, and A/B testing. Supporting the core platform are the Setupad CMP for GDPR/TCF consent management, the Setupad WordPress Plugin for simplified integration, and the Setupad Chrome Extension for live troubleshooting and brand safety. For publishers on Google AdSense, Prebid Manage Account adds Setupad's demand from 30+ SSPs alongside existing Google demand, including immediate Google AdX eligibility, Open Bidding, and optimized price floors. The Smart Ad Refresh module is also bundled to increase inventory yield. The platform is built on Prebid technology, and Setupad operates as a Google Certified Publishing Partner with certified AdOps support.
Differentiator
Problem solved
Functional benefit
Brands
- Setupad Self-Serve: Self-serve monetization platform allowing publishers to manage Prebid settings, demand partners, and analytics independently.
- Setupad CMP
- Setupad WordPress Plugin
Products and services
- Setupad Self-Serve A self-serve Prebid-based header bidding management platform for publishers with existing Google Ad Manager accounts and direct SSP connections. Provides a Prebid Panel with bulk management of demand partners and timeouts, real-time Bid Analytics, Demand Stack and Prebid Stack Reporting, A/B testing, automated GAM synchronization (40-minute initialization), per-cell version control, and access to 30+ premium SSP demand partners. Targets publishers who want to manage their ad stack independently without developer involvement.
- Prebid Manage Account A fully managed header bidding service for publishers, especially those currently on Google AdSense. Combines Setupad's demand from 30+ premium SSPs with the publisher's existing Google AdSense setup and provides immediate access to Google AdX (premium exchange), Open Bidding, optimized price floors, Setupad direct deals campaigns, and Google-certified AdOps support. Includes a dedicated Setupad Technical Account Manager for Ad Operations and campaign optimization.
- Setupad CMP Consent Management Platform (CMP) for publishers that handles IAB Europe Transparency & Consent Framework (TCF) standards for GDPR-compliant user consent signaling. CMP identification number within the IAB TCF framework is 379; Vendor identification number is 1241.
- Setupad WordPress Plugin A WordPress plugin that allows website owners using WordPress to easily integrate Setupad's monetization solution without manual tag implementation, lowering the technical barrier for SMB publishers to onboard header bidding.
- Setupad Chrome Extension A browser extension for publishers that enables real-time auction monitoring and detection of unwanted ads on the publisher's own site, with instant blocking of advertiser domains and TCF standard enforcement for brand safety.
- Smart Ad Refresh (Viewable Bid Optimization) An ad refresh feature that automatically refreshes viewable ad impressions for active users without requiring a page reload, generating extra revenue per session while only refreshing viewable impressions and considering user behavior to avoid decreasing average CTR.
Quantifiable outcome
- 27% programmatic revenue increase for Postimees Grupp within one year of implementing Setupad direct monetization
- +10 more outcomes
Companies that use Setupad
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles2 records
Setupad technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature14 records
Setupad partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and major.
- Google AdX / Google Ad ManagercoreSetupad is a Google Certified Publishing Partner with access to Google AdX premium exchange. Publishers can gain immediate access to Google AdX (typically requiring 5M monthly pageviews and 10M monthly impressions for 6 months) through Setupad. The platform integrates with publishers' own Google Ad Manager accounts and synchronizes ad units automatically.
- Prebid.orgcoreSetupad is a member of Prebid.org and technology partner, operating Prebid Server and providing Prebid.js wrapper technology. Setupad's specialized Prebid modules are deployed within publishers' own GAM environments.
- CloudflarecoreSetupad uses Cloudflare edge delivery for automated traffic shaping and intelligent targeting by geo, device, and ad unit to reduce latency and improve page performance.
- AdformmajorAdform SSP is integrated as a demand partner within Setupad's Prebid stack. For Inspira Grupa, Adform SSP became the highest bidder in the header bidding stack. Adform is a global SSP, DSP, DMP, and ad server platform.
- Direct Media InternationalmajorDirect Media International, a leading marketing agency network in Southeast Europe, uses Adform SSP to connect with publishers like Inspira Grupa through Setupad's platform. This enables agencies to bid on publisher inventory in real-time auctions and access programmatic direct deals.
- 30+ SSP / Demand PartnerscoreSetupad connects publishers with 30+ premium SSPs (Supply-Side Platforms) including both reseller-managed and direct publisher connections. These partners provide programmatic demand competing in header bidding auctions.
- IAB EuropecoreSetupad participates in the IAB Europe Transparency & Consent Framework and complies with its specifications and policies. CMP ID: 379; Vendor ID: 1241.
Scale indicators20 records
Recent moves6 records
Expansion highlights5 records
Setupad competitors and assessment
Company assessmentDirect peers
- Ezoic: Ezoic is a Google Certified Publishing Partner offering AI-driven ad optimization, header bidding, and yield management for publishers. Directly competes with Setupad's Prebid Manage Account and Self-Serve offerings across SMB and mid-market publishers globally.
- MonetizeMore: MonetizeMore is a Google Certified Publishing Partner providing header bidding implementation, ad optimization, and managed AdOps for publishers. Closely comparable to Setupad's managed services model and GCP-certified positioning.
- Snigel: Snigel offers header bidding wrapper technology and managed ad optimization for publishers, with a focus on transparent, flat-fee pricing similar to Setupad's €0.05 CPM model. Direct competitor in the SSP aggregation and yield management category.
- Freestar: Freestar provides publisher monetization solutions including header bidding, ad management, and demand partnerships. Directly comparable to Setupad in serving mid-market web publishers with managed and self-serve offerings.
- Publift: Publift is a publisher monetization consultancy and technology provider focused on header bidding, ad stack optimization, and yield management. Comparable to Setupad in helping publishers transition from reseller to direct SSP models.
- Sovrn: Sovrn operates an ad exchange alongside header bidding and SSP aggregation tools (formerly VigLink). Competes with Setupad in connecting publishers to premium demand sources and provides direct SSP account management.
- Mediavine: Mediavine is an ad management and header bidding platform serving independent content publishers. While more selective in onboarding (minimum traffic thresholds), it competes for the same publisher yield-optimization wallet share as Setupad.
- Raptive (formerly AdThrive): Raptive is a publisher ad management platform serving independent content creators and media brands. Competes with Setupad in the managed publisher monetization category, particularly for content-driven websites.
- Aditude: Aditude provides header bidding management and ad ops automation tools for publishers. Comparable to Setupad's Prebid management and analytics product surface area.
Broad incumbents
- Google AdX / AdSense: Google operates the dominant ad exchange (AdX) and the AdSense monetization platform, which Setupad integrates with, competes against (AdSense-to-Prebid migrations), and is certified through (GCPP). The underlying platform provider and indirect competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Setupad social profiles
Digital presenceSetupad compliance and trust
Trust signalCompliance3 records
Setupad financial estimates
Financial estimateRevenue estimate
Valuation estimate
Setupad leadership team
Management profileNumber of profiles
Profiles6 records
Setupad funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Setupad 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 Setupad
What does Setupad do?
Setupad is a header bidding monetization platform for publishers that enables direct connections to 30+ premium SSPs and Google AdX in place of traditional reseller models. Its core product, Setupad Self-Serve, is a Prebid-based management interface offering real-time Bid Analytics, automated GAM synchronization, A/B testing, and bulk configuration of demand partners. A managed service tier (Prebid Manage Account) provides Google-certified AdOps support, while ancillary products include the Setupad CMP for GDPR consent management, a WordPress Plugin, and a Chrome Extension for live auction monitoring.
Is Setupad a public or private company?
Setupad is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Setupad founded?
Setupad was founded in 2015. It employs 11 to 50 people.
Where is Setupad based?
Setupad is headquartered in Riga, Latvia, in the Europe region.
How does Setupad make money?
Three revenue lines are on record. Fixed CPM Fee (Direct Model) is the primary driver. The others are managed Prebid / Setupad Self-Serve Subscription and prebid Manage Account.
Who are Setupad's main competitors?
Direct peers on record are Ezoic, MonetizeMore, Snigel, Freestar, Publift, Sovrn, Mediavine, Raptive (formerly AdThrive) and Aditude. Google AdX / AdSense is listed as a broad incumbent.
Does Setupad have an API?
No public API is recorded for Setupad.
What industry is Setupad in?
Setupad's product category is Publisher Ad Monetization. Its primary akta.pro industry code is BPAEAKAO, Managed DevOps / Platform Operations (Run & Operate), with a secondary code of BPAEAKAC, Platform Engineering & Internal Developer Platforms (IDP). Its NAICS code is 54151 and its SIC code is 7372.