MINT Square

What MINT Square does

MINT Square GmbH is an independent European AdTech consultancy and certified DSP reseller headquartered in Düsseldorf, Germany, founded in 2016 by Managing Partner and CEO Christoph Berg. The company provides agencies, advertisers, and brands with access to three major demand-side platforms — The Trade Desk, Adform, and Active Agent (Virtual Minds / ProSiebenSat.1) — through a membership-based model and a portfolio of managed services including campaign management, creative services, deal management (via PubMatic SSP integration for PMP and OMP deals), consulting, workshops, and project-based programmatic support.

Its core products revolve around three delivery tiers: a Self-Service model for advanced programmatic teams, a Support model for companies building internal programmatic expertise, and a Full Service / Managed Service offering with dedicated account managers. In March 2026, MINT Square launched a subscription-style Membership product that consolidates contracts, billing, and commercial relationships across multiple DSPs and eliminates traditional minimum spend commitments. In May 2026 it partnered with the Alliance of Media Independents (AMI) in the UK to deliver The Trade Desk access with exclusive pricing to independent member agencies.

The company serves a horizontal mix of independent and digital agencies, mid-market SMBs, large corporations, and startups across eight European countries (Germany, Austria, France, Switzerland, Netherlands, Belgium, Spain, and the United Kingdom). Named customers include Eurowings, Jack Wolfskin, Bionorica, Santander, Shimano, Polar, and Morefire among others. Revenue mechanics combine MINT fees for managed services, media budget pass-through invoiced pre-campaign, and recurring annual membership subscriptions. Operations are bootstrapped and founder-led, with a team of approximately 14 people, BVDW Code of Conduct certification, and GDPR-compliant practices.

Name

MINT Square

Legal name

MINT Square GmbH

Website

https://mint-square.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

MINT Square is a Düsseldorf-based independent European AdTech consultancy and certified reseller of The Trade Desk, Adform, and Active Agent, providing agencies, advertisers, and brands with membership-based DSP access, campaign management, deal management, and programmatic consulting across eight European markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Düsseldorf

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Managed Service Fees / MINT Fee: Fees charged for full-service campaign management including campaign planning, technical setup, ongoing optimization, reporting, and targeting. Campaigns can be executed on client-owned or MINT Square-owned platform accounts.
2. Membership Subscriptions: Subscription-style access to programmatic advertising technology including DSP licenses, technical activation, and support services. Eliminates minimum spend requirements and vendor lock-in.
3. Media Budget Management: Procurement, execution, and settlement of media services purchased from publishers or inventory providers. Total campaign costs invoiced prior to campaign start.
4. Consulting Services: Strategic consulting, workshops for building internal know-how, and project management support for programmatic advertising implementation.
5. Deal Management Services: Access to premium ad placements through Private Marketplaces (PMP) and Open Marketplace (OMP), including negotiation and arrangement with publishers and marketers.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

MINT Square is a Düsseldorf-based programmatic advertising consultancy and certified DSP reseller that provides agencies and advertisers with access to leading demand-side platforms (The Trade Desk, Adform, Active Agent) through a membership-based model that eliminates minimum spend commitments. The company delivers end-to-end programmatic services including campaign management, creative services, deal management (PMP/OMP), strategic consulting, and training workshops, serving clients across European markets via flexible engagement models ranging from self-service to fully managed service.

Product overview

MINT Square is a Düsseldorf-based independent European AdTech partner and DSP reseller specializing in programmatic advertising. The company operates as a technology consultancy offering a membership-based model that provides flexible, subscription-style access to multiple DSP platforms — specifically The Trade Desk, Adform, and Active Agent — without requiring direct platform contracts or high minimum spend commitments. The core product is the MINT Square Membership Model, which offers three scalable packages delivering direct DSP access, consolidated billing, and strategic partner advantages. Around this membership, MINT Square offers a suite of managed and self-service offerings including Campaign Management, Creative Services, Deal Management (via PubMatic SSP integration for PMP deals), Consulting, Programmatic Workshops, and Project Management support. Service delivery options range from full-service (MINT Square-led) to self-service (client-led), with tiered support models targeting agencies, SMBs, large corporations, and startups. The company also provides access to premium publisher inventory through Private Marketplace (PMP) and Open Marketplace (OMP) deal structures.

Differentiator

Problem solved

Functional benefit

Products and services

• MINT Square Membership Model Subscription-based programmatic advertising membership providing flexible access to multiple DSP platforms (The Trade Desk, Adform, Active Agent) with consolidated billing, strategic partner advantages, and tiered service levels. Launched March 2026.
• Campaign Management Full-scale campaign management service covering planning, setup, ongoing optimization, reporting, and targeting across display, video, CTV, DOOH, ATV, mobile, audio, and gaming channels. Available as Managed Service (MINT Square-led) or Self-Managed (client-led).
• Creative Services Creative execution services for programmatic advertising, including ad design, format optimization, and creative strategy to support campaign performance across digital channels.
• Deal Management Access to premium ad placements through Private Marketplaces (PMP) and Open Marketplaces (OMP). MINT Square manages deal negotiations with publishers and SSPs, providing brand-safe environments, data-driven targeting, and optimized deal structures via PubMatic.
• Consulting Strategic and operational consulting for programmatic advertising, including workshops for team knowledge building, project-based support, ad operations guidance, AdTech system integration, and support for programmatic insourcing.
• Programmatic Workshops In-person workshop programs designed to build internal programmatic advertising knowledge within client teams, covering campaign setup, website tracking, targeting, evaluation, and creative ad specifications.
• Project Management / Programmatic Freelancer Temporary on-site or remote programmatic expertise support, including publisher monetization consulting, SSP guidance, header bidding, and data licensing (Data Activation and Data Monetization). Also provides freelance programmatic talent during resource gaps.

Quantifiable outcome

• 233+ client projects completed in 2023
• +1 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• AMI (Alliance of Media Independents)coreChannel Partner/ Reseller/ Distributor · 19 May 2026Partnership with AMI, the UK's largest collective of independent media agencies, to provide direct access to The Trade Desk's DSP platform with exclusive pricing and support services. Collaboration aims to remove barriers such as entry costs and operational complexity that have disadvantaged smaller independent agencies against larger agency groups. AMI members receive technical onboarding, strategic consultancy, and ongoing operational support.
• The Trade DeskcoreTechnology or IntegrationCertified reseller and strategic partner providing global programmatic advertising access with extensive international reach. The Trade Desk offers omnichannel DSP capabilities, Unified ID Solution (EUID) for cookie-free future, AI and machine learning for automated optimization, and high transparency for brand safety.
• AdformcoreTechnology or IntegrationCertified reseller and strategic platform partner in DACH region. Adform provides European privacy-focused platform with DSP, Ad-Server, DMP, and SSP combined in one solution. Future-proof with first-party ID for cookie-free future, supporting cross-media campaigns across video, audio, gaming, DOOH, mobile.
• Active Agent (Virtual Minds / ProSiebenSat.1)coreTechnology or IntegrationProduct of Virtual Minds, part of ProSiebenSat.1, offering extensive advertising expertise. Specialization on DACH market with local market knowledge, exclusive inventory on premium platforms, and data-driven insights for performance and ROI optimization.
• BVDW (Bundesverband Digitale Wirtschaft)minorOthersMember of BVDW (German Digital Economy Association) with Code of Conduct certification, demonstrating industry credibility and commitment to professional standards.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Croud: UK-headquartered digital marketing and programmatic agency built around a similar model of providing managed services and technology access (notably The Trade Desk) to brands and agencies. Closest comparable in business model, DSP relationships, and target customer base.
• Brainlabs: Digital performance media agency offering programmatic, paid search, and SEO services to enterprise clients across multiple geographies. Comparable as a mid-sized independent programmatic services competitor with similar agency and brand clientele.
• Jellyfish: Global digital marketing agency providing media planning, programmatic buying, and technology partnerships to enterprise brands. Overlaps directly with MINT Square's programmatic campaign management and DSP access offerings.
• Dept Agency: European-headquartered digital agency offering end-to-end creative, technology, and media services including programmatic. Operates at similar scale and similar client mix, often competing for the same European brand and agency RFPs.
• Rise Interactive: US-based digital marketing agency specializing in media, programmatic, and analytics services for mid-market and enterprise clients. Comparable business model offering managed programmatic services with a focus on performance-driven execution.

Broad incumbents

• GroupM: World's largest media investment group (WPP) operating agency networks (Mindshare, Wavemaker, Essence, m/SIX) with deep programmatic capabilities. Represents the incumbent scale competitor that MINT Square's agency clients often already use.
• Publicis Media: Global media arm of Publicis Groupe with significant programmatic buying operations across its agency brands. Sets the benchmark for enterprise-scale programmatic service delivery and is a competitor for large-company RFPs MINT Square targets.
• Dentsu: Global advertising holding company with major programmatic buying operations across its agency brands including Dentsu X and Merkle. Represents the large-holding-company competitor that enterprise clients typically already contract with.

Emerging players

• Aleph Group: Global digital advertising enabler providing education, partnerships, and managed access to platforms (including The Trade Desk) across emerging and established markets. Comparable as a multi-platform digital advertising partner and DSP enabler.

Regional players

• Virtual Minds / Active Agent: German programmatic technology provider (part of ProSiebenSat.1) whose Active Agent DSP is resold by MINT Square. Comparable as a DACH-focused programmatic platform and overlapping competitor for the same regional advertisers and agencies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/MINTSquareDE
• Facebookfacebook.com/MINTSquareDE
• LinkedInlinkedin.com/company/mint-square-gmbh

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 MINT Square