Platform161
Platform161 is a private, Amsterdam-headquartered programmatic advertising technology company founded in 2009 that provides a modular buying platform for advertisers and agencies across European markets.
- Company typePrivate
- Founded2009
- HeadquartersAmsterdam, Netherlands
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Platform161 does
Platform161 is a privately held, for-profit technology company founded in 2009 and headquartered in Amsterdam, the Netherlands. According to its firmographic profile, it positions itself as "Europe's leading modular programmatic buying platform," indicating it operates in the programmatic advertising technology sector, supplying tools for automated media buying to advertisers, agencies, and likely demand-side partners across European markets. The "modular" descriptor implies an extensible platform architecture, though the source material does not detail the specific modules, integrations, or underlying technology stack.
The company employs 51-100 staff, making it a mid-sized European ad-tech player. The leadership disclosed in the source material is limited to Cyril Mallet in the role of CTO, which is consistent with a technology-platform business where engineering leadership is central. No further details on go-to-market motion, revenue model, pricing, customer segments, marketing channels, or distribution channels are supplied.
The provided source material is materially incomplete across key first-party data fields: revenue and ARR are explicitly not available; funding history, M&A activity, partnerships, awards, patents, and customer logos are all empty; office locations beyond Amsterdam are not enumerated; and no management team beyond the CTO is identified. As a result, this description is constrained to the firmographic and leadership signals present in the input. No Verve Group-related content in the dataset is specific to Platform161 and is therefore excluded from this description.
Platform161 firmographics
Firmographics- Name
- Platform161
- Website
- https://platform161.com
- Company type
- Private
- Founded year
- 2009
- Headcount range
- 51–100 employees
- Short description
- Platform161 is a private, Amsterdam-headquartered programmatic advertising technology company founded in 2009 that provides a modular buying platform for advertisers and agencies across European markets.
- Ownership category
- akta.pro rank
Platform161 industry classification
Industry- Product category
- Programmatic Advertising Platform (DSP)
- NAICS
- Software Publishers (5132), Media Buying Agencies (54183)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Programmatic Display & Retargeting (DSP) (MPAAACAE)
Keywords
Where Platform161 is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Markets served
Platform161 business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Platform161 product offering
Product offeringCore offering
Platform161 operates a modular programmatic buying platform that allows advertisers and agencies to purchase digital ad inventory programmatically. The platform supports real-time bidding across multiple digital channels and provides campaign management, audience targeting, and optimization capabilities. It is positioned as Europe's leading modular DSP, enabling flexible deployment of programmatic buying functionality.
Differentiator
Problem solved
Functional benefit
Products and services
- Platform161 Programmatic Buying Platform Modular programmatic advertising buying platform (DSP) that enables advertisers and agencies to purchase digital ad inventory programmatically via real-time bidding, with campaign management, audience targeting, and optimization across digital channels.
Companies that use Platform161
Customer profileIdeal customer profiles1 record
Platform161 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Platform161 partnerships and signals
Strategic signalRecent moves1 record
Expansion highlights2 records
Platform161 competitors and assessment
Company assessmentDirect peers
- MediaMath: Independent DSP serving agencies and brands. Directly comparable to Platform161 as a demand-side platform offering programmatic buying across premium inventory.
- Quantcast: An independent programmatic DSP leveraging AI-driven targeting and first-party data. Directly comparable to Platform161 as a buying platform targeting agency and brand performance objectives.
- Smaato (Verve Group): Mobile-focused programmatic ad platform now part of Verve Group. Comparable to Platform161 as a programmatic buying/SSP platform with European roots (Hamburg) and global mobile inventory.
- The Trade Desk: The leading independent global DSP, headquartered in the US. Directly comparable to Platform161 as a competing programmatic demand-side platform serving agency and brand buyers across multiple channels.
- Amobee: A programmatic DSP serving global advertisers. Comparable to Platform161 in offering cross-channel programmatic buying across display, video, CTV and mobile.
- Adform: A European-headquartered (Copenhagen) ad-tech company offering a full programmatic stack including DSP capabilities. Particularly comparable given its European base and full-funnel approach versus Platform161's regional position.
Broad incumbents
- Adobe Advertising Cloud: Adobe's DSP offering, integrated across the Adobe Experience Cloud stack. Competitor for programmatic buying spend; broader portfolio than Platform161 but overlapping on DSP functionality.
- Google Display & Video 360: Google's flagship enterprise DSP, part of Google Marketing Platform. Comparable to Platform161 as a leading programmatic buying solution, but bundled with broader Google ecosystem and vastly larger scale.
- Xandr (Microsoft): Microsoft's programmatic platform. Comparable to Platform161 as a programmatic buying technology serving agencies and advertisers, with greater scale and broader portfolio reach through Microsoft.
- Yahoо Advertising (Yahoo Ad Tech): Yahoo's integrated DSP offering programmatic buying across native, video, and connected TV inventory. Overlaps directly with Platform161's programmatic display and retargeting value proposition.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Platform161 social profiles
Digital presencePlatform161 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Platform161 leadership team
Management profileNumber of profiles
Profiles1 record
Platform161 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Platform161 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 Platform161
What does Platform161 do?
Platform161 operates a modular programmatic buying platform that allows advertisers and agencies to purchase digital ad inventory programmatically. The platform supports real-time bidding across multiple digital channels and provides campaign management, audience targeting, and optimization capabilities. It is positioned as Europe's leading modular DSP, enabling flexible deployment of programmatic buying functionality.
When was Platform161 founded?
Platform161 was founded in 2009. It employs 51 to 100 people.
Where is Platform161 based?
Platform161 is headquartered in Amsterdam, Netherlands, in the Europe region.
Who are Platform161's main competitors?
Direct peers on record are MediaMath, Quantcast, Smaato (Verve Group), The Trade Desk, Amobee and Adform. Broad incumbents are Adobe Advertising Cloud, Google Display & Video 360, Xandr (Microsoft) and Yahoо Advertising (Yahoo Ad Tech).
Does Platform161 have an API?
No public API is recorded for Platform161.
What industry is Platform161 in?
Platform161's product category is Programmatic Advertising Platform (DSP). Its primary akta.pro industry code is MPAAACAE, Programmatic Display & Retargeting (DSP). Its NAICS code is 5132 and its SIC code is 7370.