What Beintoo does

Beintoo is a Milan-based data-driven mobile advertising and location intelligence company founded in 2011, operating as a wholly-owned subsidiary of Gruppo Mediaset following its April 2020 acquisition by Publitalia '80. The company serves brands, marketers, advertising agencies, and digital publishers across Italy, Spain, and Germany, with a consented panel of millions of users in those three markets and partner coverage extending globally. Beintoo's core technology stack is anchored by a proprietary SDK that collects anonymized, consent-based geolocation signals, feeding into its Kousteau Customer Data Platform (CDP), which exposes four analytical dashboards: Attribution, Visit Trend, Visitor Insights, and OOH. Adjacent products include Mosaic (hexagon-based geo-behavioral clustering for ID-free targeting), TV Booster (cross-device targeting leveraging Samba TV's Automatic Content Recognition technology), and SPOTS (a December 2024-launched data-driven OOH planning tool). Predictive Audiences apply machine learning models on geo-behavioral data to forecast consumer segments and extend targeting across look-alike clusters.

Revenue is generated across four streams: full-funnel digital advertising campaign execution, data activation services (targeting, retargeting, audience segmentation), publisher monetization solutions (proprietary optimization scripts, the Roller contextual format), and location intelligence products (store visit attribution, footfall analysis). Pricing follows custom per-campaign Insertion Orders rather than published rate cards. The company operates a sales-led B2B go-to-motion with direct enterprise relationships, multi-year contract structures, and Insertion Order governance over campaign delivery, fees, and service terms. Select disclosed customers include Lavazza (DOOH and mobile video in UK), Everli (data-driven awareness for Matt brand), ENGIE Italia (Retail Media activations on Lidl Plus), and agency partner Wavemaker Italy. Beintoo employs roughly 41–100 people across offices in Milan (HQ), Rome, Madrid, and Hamburg.

Name

Beintoo

Legal name

Beintoo S.p.A.

Website

https://beintoo.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Beintoo is a Milan-based, Mediaset Group-owned mobile advertising and location intelligence company that uses a proprietary geolocation SDK, Kousteau CDP, and ML-driven geo-behavioral targeting to deliver full-funnel campaigns for brands, agencies, and publishers across Italy, Spain, and Germany.

Ownership category

akta.pro rank

Product category

Mobile Advertising & Location Intelligence

NAICS

Media Buying Agencies (54183), Software Publishers (5132)

akta.pro primary industry

Location Intelligence, Analytics & Geospatial BI (BPAMANAE)

akta.pro secondary industry

GIS & Spatial Data Management Platforms (BPAMANAK)

Keywords

• Mobile advertising platform
• Location intelligence
• Data driven advertising
• Customer data platform
• Programmatic advertising

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Advertising Campaigns: Full funnel digital marketing and mobile advertising campaigns from brand awareness to drive-to-store, utilizing proprietary geolocation data and audience targeting capabilities.
2. Data Activation Services: Services for activation of data for optimization of advertising campaigns and online properties, including targeting, retargeting, and audience segmentation based on geo-behavioral insights.
3. Publisher Monetization Solutions: Custom solutions for publishers to monetize traffic volumes through proprietary scripts and advertising placement optimization products.
4. Location Intelligence Products: Location intelligence platform services supporting marketing strategies through store visit attribution and footfall analysis.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Beintoo is a data-driven mobile advertising and location intelligence company that builds and operates a proprietary SDK-based geolocation data platform to plan, execute, and measure full-funnel digital advertising campaigns for brands, agencies, and publishers. Its offerings span geo-behavioral audience targeting, a Customer Data Platform (Kousteau), ID-free targeting (Mosaic), cross-device and Connected TV activation, and publisher monetization tools across Italy, Spain, and Germany.

Product overview

Beintoo is a Data Driven Company and part of the Mediaset Group offering a comprehensive mobile advertising and location intelligence platform. The core offering includes Kousteau, a proprietary Customer Data Platform (CDP) for location data analysis with four dashboard modules (Attribution, Visit Trend, Visitor Insights, OOH), and Mosaic, a geo-behavioural ID-free targeting solution. The company provides full-funnel digital advertising solutions across High Funnel (Display/Video), Mid Funnel (Custom formats), and Low Funnel (Performance) with channels including CTV, Audio, OOH/DOOH, Social Media, and Cross-Device targeting. Publisher Solutions offer monetization tools including the Roller contextual format. The technology stack includes a proprietary SDK for geolocation data collection, ACR technology for TV content recognition, and predictive audience modelling using machine learning.

Differentiator

Problem solved

Functional benefit

Brands

• Kousteau: Proprietary Customer Data Platform with an as-a-service approach, natively built for comprehensive and secure Location Data analysis. Used for first-party data collection, analysis, and management.
• Mosaic
• TV Booster

Products and services

• Kousteau Proprietary Customer Data Platform (CDP) provided as a service for comprehensive and secure location data analysis, enabling attribution studies, visit trend monitoring, visitor insights, and OOH campaign measurement for brands, agencies, and publishers.
• Mosaic Geo-behavioural targeting solution that reaches ID-free (privacy-first) users through indirect profiling, dividing territory into hexagons to create clusters of users with similar behaviour and intentions, used for audience targeting without third-party identifiers.
• TV Booster Multi-screen ad campaign optimization solution that uses ACR (Automatic Content Recognition) technology combined with geo-behavioural data to enable cross-device targeting between TV and mobile in strategic geographic areas.
• SPOTS Data-driven advertising planning tool that enables advanced targeting through spatial analysis of Out-of-Home (OOH) campaign impact.
• Publisher Solutions Monetization solutions for digital publishers including custom solutions, proprietary scripts for optimization, editorial content loading optimization, viewability improvement, and IAS measurement integration, designed to maximize traffic monetization while maintaining user experience.
• Audience & Media Planning Geo-behavioural audience creation and media planning service using a proprietary SDK collecting geolocational signals from millions of users in Italy, Spain, and Germany, combining location data with partner data for full-funnel campaign planning for advertisers and agencies.
• Media & Advertising Solutions Full-funnel digital advertising solutions spanning High Funnel (Display high impact, Skin, Video, Interstitial), Mid Funnel (Custom formats, Display/Video, Masthead, Half page), and Low Funnel (Display standard, Native, Performance) across CTV, Audio, OOH/DOOH, Social, and Cross-Device channels.
• Post Campaign Analysis
• Rich Media Formats Suite of digital advertising content formats beyond static images including Dynamic Store Locator, Sharing (Facebook/WhatsApp), Smart Video, Cube (3D gallery), Pac-Man game format, Hologram 3D (AR), Memory game, and Question (multiple-choice) formats.
• CTV (Connected TV) Advertising Connected TV advertising service that uses ACR (Automatic Content Recognition) technology to identify broadcast TV content in real-time on linear TV, SVOD, and video games, enabling advanced targeting through geo-behavioural data combined with smart TV insights for cross-device campaign planning.
• Audio Advertising Immersive audio inventory enabling personalized messages delivered to users at optimal times, allowing advertisers to reach audiences when they are not in front of screens.
• OOH & DOOH Advertising Out-of-Home and Digital Out-of-Home advertising solutions with proximity targeting, retargeting, in-store visit monitoring, and audience analysis for campaign impact assessment.
• Social Media Advertising Meta advertising campaigns based on proprietary behavioural audiences activated through business manager with incremental reach approach, including geo-behavioural cluster planning and in-store attribution analytics.
• Cross-Device Targeting IP match-based device graph collecting all connected devices used by individuals in the same household, enabling retargeting and incremental reach actions across devices.
• Location Data SDK-based granular territory mapping through GPS signals detecting consumer interests, intent, and purchase processes based on POI visits, including lat/long coordinates, timestamps, mobile Ad IDs, and IP address data.

Quantifiable outcome

• Campaign attribution measuring uplift in store visits, dwell time, visit rate, and delay between impression and physical visit
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability7 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Schwarz MediacoreStrategic or Co-development Partner · 1 May 2024Strategic partnership for Retail Media activation. Schwarz Media represents the media division of Schwarz Group (owner of Lidl and Kaufland). Partnership enables Beintoo to run advertising campaigns on Lidl Plus app, offering brands targeted reach within the retail media ecosystem.
• Samba TVcoreTechnology or Integration · 1 March 2024Partnership to launch advanced targeting capabilities in Spain and Germany. Samba TV provides ACR (Automatic Content Recognition) technology for smart TV content identification, enabling cross-device campaign targeting and measurement combining TV viewing data with Beintoo's geo-behavioral insights.
• CircanacoreStrategic or Co-development PartnerPartnership with leading consumer behavior consulting company to support FMCG brands in brand awareness and drive-to-store activations. Enables refinement of GDO (Grande Distribuzione Organizzata) audiences through integration of sell-out data for targeted advertising in key areas near supermarkets.
• AlfonsinominorStrategic or Co-development PartnerFood order and delivery PMI partnership for advanced programmatic advertising based on geo-behavioral audiences. Enables qualitative approach to programmatic purchasing within Alfonsino's digital ecosystem for targeted in-app advertising solutions.

Scale indicators3 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Cuebiq: Cuebiq is a location intelligence and footfall attribution company providing geo-behavioral audiences for advertising campaigns. It directly competes with Beintoo's SDK-driven geo-data approach and CDP-style attribution dashboards.
• Foursquare: Foursquare operates a global location data platform powering audience targeting, footfall analytics, and POI intelligence for advertisers. Its location-based audience products are a direct analog to Beintoo's geo-behavioral targeting offerings.
• Near Intelligence: Near provides a SaaS-based intelligence platform combining location, transaction, and audience data for marketing and analytics. Like Beintoo, it serves enterprise advertisers with location-driven insights and cross-channel attribution.
• Placer.ai: Placer.ai offers a location analytics platform providing foot traffic, audience, and competitive insights for retail and real estate. Its POI visit and audience segmentation capabilities overlap with Beintoo's Kousteau Visit Trend and Visitor Insights modules.
• Adsquare: Adsquare is a European location data exchange connecting advertisers to premium geo-data sources for audience targeting and campaign measurement. It directly competes with Beintoo in EMEA mobile location-based advertising.
• Vistar Media: Vistar Media provides programmatic DOOH advertising technology with geo-based audience targeting and attribution. Its OOH/DOOH offering and proximity targeting directly overlap with Beintoo's OOH & DOOH products and Kousteau OOH module.
• Hivestack: Hivestack operates a programmatic DOOH ad server and SSP with audience-based targeting and measurement. Its DOOH measurement and targeting capabilities overlap with Beintoo's out-of-home analytics.

Broad incumbents

• The Trade Desk: The Trade Desk is a leading global DSP offering omnichannel programmatic advertising including CTV, audio, and cross-device. It competes with Beintoo for advertiser spend but at a vastly broader scale and channel breadth.
• Criteo: Criteo is a global commerce media company specializing in retargeting, retail media, and audience targeting. Its recent expansion into retail media networks competes directly with Beintoo's Schwarz Media / Lidl Plus activation model.

Others

• Samba TV: Samba TV is an ACR and cross-screen measurement provider and a current technology partner of Beintoo. While not a direct competitor, it represents an adjacent capability (smart TV content recognition) that increasingly intersects with Beintoo's TV Booster product.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Beintoo
• Facebookfacebook.com/Beintoo
• LinkedInlinkedin.com/company/beintoo
• Instagraminstagram.com/beintoo

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds3 records

Investors2 records

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 Beintoo