What E-Planning does

E-Planning is a programmatic advertising exchange platform that connects digital publishers with buyers (agencies, advertisers, and DSPs) through AI-optimized real-time bidding. Founded in 1998 and headquartered in Buenos Aires, Argentina, the company offers SSP, DSP, header bidder, and ad server capabilities across web, mobile, and CTV inventory. The platform's go-to-market is a direct enterprise sales motion targeting publishers (for monetization) and buyers (for premium inventory access), with a specialized team supporting integration and a Private Marketplace (PMP) for preferred and exclusive deals.

The platform is built on OpenRTB protocol support (versions 2.3 to 2.6) with cookie matching and integrations to UID 2.0, Lotame Panorama ID, RampID, SharedID, and ID5. Proprietary AI algorithms are used to match demand with publisher inventory and identify the most lucrative campaigns. Infrastructure comprises multi-region data centers in USA, EMEA, and APAC, processing over 600 billion monthly ad requests. The platform supports display, video, rich media, and CTV across web, mobile web, and mobile app environments. E-Planning holds TAG Anti-Fraud Program certification and integrates with Boltive for ad scanning and Pixalate/Moat for invalid traffic detection.

E-Planning generates revenue primarily through transaction fees and take rates on programmatic advertising inventory sales, including exclusive deals, private auctions, and preferred deals via its Private Marketplace. Pricing is quote-based and not publicly disclosed. Public testimonials highlight partnerships with Basis Technologies, Verve Group (since 2020), Lotame, and Yahoo, with Latin America and US Hispanic markets repeatedly emphasized as a regional stronghold.

Name

E-Planning

Website

https://e-planning.net

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

E-Planning is a Buenos Aires-based programmatic ad exchange operating an SSP, DSP, header bidder, and ad server that connects publishers with agencies, advertisers, and DSPs across web, mobile, and CTV, with a stated focus on Latin America and the US Hispanic market.

Ownership category

akta.pro rank

Product category

Programmatic Advertising Exchange (SSP)

NAICS

Media Buying Agencies (541830), Software Publishers (5132)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Performance Marketing Automation & Bid Management Services (MPAAACAM)

akta.pro secondary industry

Advertising, Marketing & Customer Personalization (HDAAAGAC)

Keywords

• Programmatic ad exchange
• Sell-side platform
• Header bidding
• Private marketplace deals
• Digital ad monetization

Headquarters

HQ city

Buenos Aires

HQ country

Argentina

HQ region

Latin America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Programmatic Advertising Transaction Fees: E-Planning operates as aSell-Side Platform (SSP)/ad exchange, generating revenue through transaction fees and take rates on ad inventory transactions between publishers and buyers. The platform facilitates direct connections with advertisers and agencies, offering exclusive deals, private auctions, and preferred deals through their Private Marketplace.
2. Premium Inventory Access: Revenue generated from providing buyers access to premium publisher inventory through first-look bidding and preferred agreements in private marketplace environments.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

E-Planning operates a programmatic ad exchange (Sell-Side Platform) that connects publishers with agencies, advertisers, and DSPs through AI-optimized real-time bidding, exclusive direct demand, and a private marketplace. The platform supports display, video, rich media, and CTV inventory across web and mobile, processing over 600 billion monthly ad requests via data centers in USA, EMEA, and APAC. It also offers publisher monetization tools (real-time analytics, 30-day payments, PMP access) and buyer-side capabilities (first-look bidding priority, multi-ID addressability, brand-safety certifications).

Product overview

E-Planning operates as a programmatic advertising exchange with a platform-plus-modules architecture. The core E-Planning Ad Exchange connects publishers and buyers through AI-optimized real-time bidding. Two primary modules serve each side of the marketplace: the For Publishers Platform (providing monetization, analytics, and PMP access) and the For Buyers Platform (offering targeting, fraud prevention, and priority buying). Additional modules include CTV and Mobile App inventory solutions. The platform processes over 600 billion monthly ad requests across USA, EMEA, and APAC data centers.

Differentiator

Problem solved

Functional benefit

Products and services

• E-Planning Ad Exchange Programmatic advertising exchange (SSP) that connects publishers with agencies, advertisers, and DSPs through AI-driven real-time bidding, exclusive direct demand, and brand-safety controls. Processes 600+ billion monthly ad requests across USA, EMEA, and APAC data centers.
• For Publishers Platform Publisher monetization offering providing access to exclusive demand from agencies and advertisers, AI-optimized yield, real-time analytics dashboard, PMP access, 30-day payments, and integration via Prebid.js, Prebid Server, and OpenRTB. For digital publishers and media owners.
• For Buyers Platform Buyer-side programmatic platform providing first-look bidding priority, granular targeting across web, mobile, and CTV, brand-safety and fraud-free inventory, real-time optimization insights, and customized support. For agencies, advertisers, and DSPs.
• Private Marketplace (PMP) Private auction marketplace enabling preferred deals and exclusive inventory access between publishers and selected buyers. Allows participating buyers to achieve first-choice bidding priority on premium publisher inventory in a closed, private environment.
• CTV Inventory Connected TV (CTV) programmatic advertising inventory and solutions enabling advertisers and agencies to reach audiences on TV screens through streaming platforms, and providing publishers with CTV monetization capabilities.
• Mobile App Inventory In-app mobile advertising inventory across multiple formats (banner, video, rich media), giving mobile publishers flexible monetization options and advertisers impactful audience connections on mobile devices.

Quantifiable outcome

• Processing over 600 billion monthly ad requests

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

Integration11 records

AI capability1 record

Feature5 records

Partnerships

Eight partnerships are on record, tiered core.

• Verve GroupcoreStrategic or Co-development Partner · 1 January 2020Verve Group has partnered with E-Planning since 2020, benefiting from exclusive demand brought to their publisher inventory and round-the-clock service support. E-Planning has been a valuable partner to Verve Group's marketplace.
• Basis TechnologiescoreStrategic or Co-development PartnerBasis Technologies partners with E-Planning to access Latin American audiences with precise targeting at scale on digital devices. E-Planning provides access to quality publishers in local markets through this partnership.
• LotamecoreTechnology or IntegrationE-Planning is named as a Panorama ID partner in Latin America, enabling cookieless data connectivity capabilities for both marketers and publishers. This partnership supports privacy-safe advertising on the open web.
• YahoocoreStrategic or Co-development PartnerE-Planning has been a strategic partner for Yahoo's SSP operation in Latin America, supporting Hispanic market business expansion in the Americas for years.
• Prebid.jscoreTechnology or IntegrationPrebid.js is one of the integration options supported by E-Planning for publishers to connect to the ad exchange platform.
• Prebid ServercoreTechnology or IntegrationPrebid Server integration is supported by E-Planning for publishers requiring server-side connection to the ad exchange.
• OpenRTBcoreTechnology or IntegrationOpenRTB protocol (versions 2.3 to 2.6) is supported by E-Planning for DSP and buyer connections to the programmatic exchange.
• TAG (Trustworthy Accountability Group)coreTechnology or IntegrationE-Planning is TAG Anti-Fraud Program certified, demonstrating commitment to brand safety and fraud-free advertising environments.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OpenX: OpenX operates a global programmatic ad exchange and SSP focused on premium publisher inventory, with similar OpenRTB integrations, header bidding, and omnichannel format coverage. Direct competitor in the SSP/exchange space.
• Sovrn: Sovrn operates an SSP and programmatic exchange with strong header bidding capabilities, particularly focused on independent publishers. Direct peer in the exchange and header bidder market that E-Planning explicitly operates in.
• PubMatic: PubMatic is a public SSP providing a programmatic ad exchange and header bidder solutions for publishers and buyers globally. It is a direct competitor across the same SSP, header bidding, and PMP offerings as E-Planning.
• Index Exchange: Index Exchange is a global independent ad exchange serving publishers and DSPs with header bidding and OpenRTB integrations. Directly comparable as an exchange-focused competitor with the same OpenRTB and PMP product surface as E-Planning.
• Magnite: Magnite is the largest independent SSP following the merger of Rubicon Project and Telaria, operating a global programmatic ad exchange across CTV, video, and display. It is the closest direct peer to E-Planning, operating at vastly larger scale across all the same channels and formats.
• Equativ: Equativ (formerly Smart AdServer) is an independent ad server, SSP, and programmatic exchange serving publishers and buyers globally. Comparable as a full-stack ad tech competitor offering ad serving, programmatic monetization, and PMP capabilities.
• Yahoo (Verizon Media SSP): Yahoo operates one of the largest global SSPs and is both a strategic partner of E-Planning in Latam and a competitor in the broader exchange market. Comparable as a major SSP that overlaps on demand-side relationships and publisher supply.

Emerging players

• TripleLift: TripleLift is a programmatic exchange specializing in native and CTV formats, now owned by Vista Equity. Comparable as a format-focused programmatic exchange competing for the same publisher inventory and DSP demand.
• Verve Group: Verve Group is both a customer/partner of E-Planning (since 2020) and an emerging global omnichannel ad platform with its own DSP and exchange operations. Comparable as a cross-channel programmatic competitor and ecosystem partner.

Others

• Basis Technologies: Basis Technologies is an enterprise adtech platform cited as a partner using E-Planning for Latam audience access. Adjacent rather than directly competitive, but its reliance on E-Planning for Latam supply illustrates the exchange's regional positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/eplanningnet
• Facebookfacebook.com/eplanning

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 E-Planning