BidTheatre

What BidTheatre does

BidTheatre AB is a Stockholm-based, privately held programmatic advertising technology company founded in 2012 and operating as a subsidiary of the Swedish software conglomerate Vitec. The company builds and operates the BidTheatre Demand Side Platform (DSP), an independent self-serve platform that enables agencies, advertisers, and software integrators to run precision programmatic campaigns across web, mobile apps, Connected TV (CTV), and Digital Out-of-Home (DOOH) screens in European markets.

The platform unifies access to fragmented European media through integrations with leading supply side platforms, including Xandr (Microsoft), Broadsign, Vistar, and VIOOH, supporting display, video, native, audio, CTV, and programmatic DOOH ad formats. Core technical capabilities include custom audience building (AND/OR/NOT logic across third-party data, campaign data, IP/domain/postal-code lists, weather, and lookalikes), ML-based lookalike scoring computed daily, segment-based retargeting via cookies and pixel containers, dynamic creative optimization with CSV/XML/JSON product feeds, and KPI-driven automatic bid optimization. The platform is GDPR-compliant, registered as an IAB Europe Transparency & Consent Framework Global Vendor, and exposes a public API via a Developer Portal for integrator embedding.

BidTheatre generates revenue primarily through transaction-based fees on programmatic media spend (DSP platform fees and audience/targeting fees, including fixed CPMs for custom audiences). The go-to-market combines product-led growth — a 14-day self-serve trial with EUR/USD/SEK support — with inside sales for contract conversion, targeting a horizontal mix of European agencies, direct advertisers, and software integrators. With 200+ clients and a small 1–10 person team, BidTheatre positions itself as a rare media-asset-independent DSP focused on transparency and media buyer value across the Nordic and broader European market.

Name

BidTheatre

Legal name

BidTheatre AB

Website

https://bidtheatre.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Programmatic Advertising Software (AdTech / Demand Side Platform)

NAICS

Media Buying Agencies (541830), Media Buying Agencies (54183), Advertising Agencies (541810), Media Representatives (541840)

SIC

Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Demand-Side Platforms (DSP) (BPAMALAB)

akta.pro secondary industries

Programmatic Display & Video (DSP/RTB) (BPAFACAC), Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Programmatic Display & Retargeting (DSP) (MPAAACAE)

Keywords

• Programmatic advertising
• Demand side platform
• Digital ad buying
• Audience targeting
• Connected TV advertising

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. DSP Platform Fees: BidTheatre DSP charges fees for programmatic advertising services. The platform automatically minimizes spend within set targets and constraints of campaigns. Costs and fees are always outlined in detail in the platform.
2. Audience Targeting Fees: Platform charges targeting fees for audience targeting options including third-party audiences and custom audiences. Fixed CPM can be set for custom audiences to ensure costs are deducted from campaign budget.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

BidTheatre operates an independent self-serve Demand Side Platform (DSP) that enables agencies, advertisers, and integrators to buy programmatic advertising inventory across web, mobile apps, Connected TV (CTV), and Digital Out-of-Home (DOOH) screens. The platform integrates with multiple supply side platforms (SSPs) to provide unified access to fragmented European publisher inventory and supports multiple ad formats including display, video, native, and audio. Revenue is generated through programmatic advertising fees and audience targeting fees layered on top of media spend, with a 14-day self-serve trial that transitions into sales-assisted contract onboarding.

Product overview

BidTheatre is a provider of data-driven programmatic advertising software founded in 2012, headquartered in Stockholm, Sweden. The core offering is the BidTheatre Demand Side Platform (DSP) — an independent self-serve platform enabling agencies, advertisers, and integrators to run precision programmatic advertising across web, mobile apps, Connected TV (CTV), and Digital Out-of-Home (DOOH) screens. The platform integrates with multiple Supply Side Platforms (Broadsign, Vistar, VIOOH, and others) to access European publishers. Key capabilities include audience targeting with lookalike modeling, retargeting via segments and cookie groups, dynamic creative optimization, and support for multiple ad formats (banner, video, audio, native). The platform follows a platform-plus-modules architecture where the DSP serves as the core system, with specialized modules for DOOH, CTV, Audio, and various targeting/optimization features. GDPR and IAB TCF compliance is built into the platform with consent management and privacy tools.

Differentiator

Problem solved

Functional benefit

Brands

• BidTheatre DSP: Demand Side Platform for programmatic advertising in web, mobile apps, CTV and DOOH screens.

Products and services

• BidTheatre DSP (Demand Side Platform) Independent self-serve programmatic advertising platform that enables agencies, advertisers, and integrators to run precision advertising across web, mobile apps, Connected TV (CTV), and Digital Out-of-Home (DOOH) screens. The platform provides unified access to fragmented European publisher inventory with real-time bidding and supports multiple ad formats including banner, video, native, and audio.
• Programmatic DOOH Programmatic Digital Out-of-Home advertising capability enabling buyers to purchase DOOH inventory across Sweden, Norway, Denmark, Finland, the Netherlands, and Belgium through integrated SSPs (Broadsign, Vistar, VIOOH). Buyers can select screens via deals, target by POI, preview on map, and configure schedules and bid strategies.
• Connected TV (CTV) Programmatic advertising capabilities for Connected TV inventory, enabling campaigns across CTV platforms and apps with targeting, bidding, and reporting tailored to the CTV environment.
• Programmatic Audio Programmatic advertising capability for audio inventory, enabling delivery of audio ads across Spotify, Acast, and Bauer Media platforms.
• Dynamic Creative Optimization Creative optimization technology supporting dynamic ads with advertiser product feeds in CSV, XML, and JSON formats, including automated image downloading and parameter mapping to personalize ad creative at scale.
• BidTheatre Developer Portal & Public API Public API documentation and developer resources for programmatic access to BidTheatre DSP functionality, including campaign management, bid strategies, and reporting. Used by integrators to embed BidTheatre programmatic capabilities into their own software solutions.

Quantifiable outcome

• G2 quality of support score of 9.6
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Feature9 records

Partnerships

Six partnerships are on record, tiered core.

• XandrcoreTechnology or IntegrationXandr is listed as a BidTheatre partner for SSP integrations, enabling access to local, national and global publishers through their supply side platform.
• Multiple SSP PartnerscoreTechnology or IntegrationBidTheatre integrates with world's top supply side platforms including Xandr, Broadsign, Vistar, VIOOH and others to access publisher inventory across Europe.
• BroadsigncoreTechnology or IntegrationSSP partner for DOOH inventory access, particularly in Sweden, Norway, and Finland through Bauer Media Outdoor (formerly Clear Channel).
• VistarcoreTechnology or IntegrationSSP partner for DOOH inventory including Ocean Outdoor and TVM across Nordic markets.
• VIOOHcoreTechnology or IntegrationSSP partner for JCDecaux inventory across Sweden, Norway, Finland, Netherlands and Belgium/Luxembourg.
• IAB Europe Transparency & Consent FrameworkcoreTechnology or IntegrationBidTheatre is a registered Global Vendor in IAB Europe's Transparency & Consent Framework for GDPR compliance in digital advertising.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MediaMath: Independent programmatic DSP serving agencies and advertisers across display, video, CTV, and audio. Direct peer to BidTheatre given overlapping buyer-side positioning and multi-channel programmatic offering, though MediaMath operates at a larger global scale.
• Adform: European-headquartered independent ad tech platform providing DSP, DCO, and SSP capabilities with strong presence in Northern Europe. One of the closest direct comparables to BidTheatre given overlapping regional focus, independence positioning, and full-stack programmatic offering.
• Xandr (Microsoft): Microsoft's programmatic platform combining DSP and SSP capabilities, and a key supply-side partner for BidTheatre. Competes in the same DSP category and has overlapping European publisher relationships.
• Smart AdServer / Equativ: Independent ad tech platform providing SSP, DSP, and curation tools with strong European footprint. Direct competitor to BidTheatre in European programmatic, particularly for publishers and agencies operating across multiple channels.
• The Trade Desk: The leading independent global DSP for programmatic advertising across display, video, CTV, audio, and DOOH. BidTheatre operates in the same core category but at a much smaller scale and with a European geographic focus, making The Trade Desk the most relevant direct competitor.

Broad incumbents

• Amazon DSP: Amazon's demand-side platform leveraging first-party commerce data and access to Amazon-owned inventory (Twitch, IMDb, Prime Video). Competes with BidTheatre for programmatic display and video budgets, particularly with retail and consumer brands.
• Adobe Advertising Cloud: Adobe's enterprise DSP tightly integrated with Adobe Experience Cloud. Competes with BidTheatre for large brand and agency budgets seeking integrated creative, audience, and buying workflows within a single stack.
• Google Display & Video 360: Google's enterprise DSP offering as part of Google Marketing Platform, bundling media buying with the broader Google ad stack. Competes with BidTheatre for large advertiser and agency budgets but is part of a much wider portfolio including DV360, CM360, and Google Ads.

Emerging players

• Yieldmo: Independent programmatic platform focused on premium formats including CTV and high-attention display. Adjacent competitor to BidTheatre with overlapping CTV and DOOH ambitions but a different format mix and US-centric customer base.

Others

• Viooh: Programmatic DOOH supply-side platform and BidTheatre partner for JCDecaux inventory. Adjacent ecosystem participant rather than direct competitor — enables BidTheatre's DOOH offering but operates on the sell-side of the same programmatic market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bidtheatre
• Facebookfacebook.com/bidtheatre
• LinkedInlinkedin.com/company/2849969

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 BidTheatre