What Wedel Software does

Wedel Software is a privately held provider of integrated media management software for the global broadcast and advertising industries, founded in January 2000 by Raoul Wedel. Its core product, the MediaSales Suite, is a modular platform comprising eight interlinking products — MediaSales Traffic, CRM, Quote, Digital, Creative, Optiplan, Analytics, and Program — that cover the full media sales lifecycle from proposal creation and traffic management through to scheduling, rights management, billing and analytics for radio, television, cable, digital and print media. The system is deployed across more than 1,000 radio and TV stations in over 25 countries, anchored by enterprise customers such as Astro Radio (Malaysia), Communicorp (Ireland), TVN (Panama), AG Radio Holding (Romania) and Bauer Media (Sweden). Operations are run through Wedel Software BV in the Netherlands (HQ), with regional offices in New York, San Francisco, Kuala Lumpur and Mexico City.

In June 2021, Wedel launched the Adthos Platform, an AI-powered audio advertising offering that combines a radio-specific ad-server with a browser-based Creative Studio featuring synthetic voice technology, GPT-4-driven script generation, computer-vision image-to-ad creation, and dynamic data insertion across 75+ APIs. Adthos for News (October 2023) extends this into AI-generated broadcast news bulletins and was deployed by Channel News Asia in January 2025. Revenue is generated through tiered software licensing and subscriptions for the MediaSales Suite and Adthos platform, supplemented by professional services for implementation, training and ongoing support. Sales are consultative and direct, executed through regional offices, industry events (NAB, Radiodays Europe), and channel partners such as ACE Media Tools in France. Wedel remains founder-led, bootstrapped with no disclosed external funding, and employs 11–50 people across its five offices.

Name

Wedel Software

Legal name

Wedel Software BV

Website

https://wedelsoft.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Wedel Software provides integrated media management and AI-powered audio advertising software (MediaSales Suite and Adthos Platform) to more than 1,000 radio, TV and digital broadcasters across 25+ countries, sold through regional offices in Europe, the Americas and Asia Pacific.

Ownership category

akta.pro rank

Product category

Broadcast Media Management Software

NAICS

Software Publishers (513210), Computer Systems Design and Related Services (54151), Broadcasting and Content Providers (516)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Ad Tech & Programmatic Audio Platforms (MPAIADAH)

akta.pro secondary industries

Content-Aware/AI Media Processing (Per-Title Encode, Scene Detection) (MPAHAHAH), Marketing Technology, AdTech & MarTech Services (BPAFAAAN), AI Music Creation & Assistive Tools (Generation, Separation, Mastering) (MPAIAIAG)

Keywords

• Broadcast software
• Media management
• Ad trafficking
• AI audio advertising
• Broadcast CRM

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licensing and Subscriptions: Wedel Software generates revenue through licensing their MediaSales Suite platform to media companies. The integrated system of modules can be deployed for single stations or multi-station broadcast groups, suggesting tiered licensing based on deployment scale and module selection.
2. Professional Services: Implementation, training, and ongoing maintenance and support services provided alongside their software solutions. The company emphasizes smooth implementation processes and outstanding ongoing support.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Wedel Software provides the MediaSales Suite, an integrated set of modules covering traffic and billing, sales force automation, CRM, creative workflow management, digital ad sales, campaign optimization, business intelligence, and program scheduling for radio, television, cable, digital, and print media. The company also offers the Adthos Platform, an AI-powered audio advertising platform that combines a radio-specific ad-server with a Creative Studio featuring synthetic voice technology for dynamic audio ad creation.

Product overview

Wedel Software offers a comprehensive MediaSales Suite of integrated modules for the broadcast and advertising industries. The core platform includes MediaSales Traffic (traffic and billing), MediaSales CRM, MediaSales Quote, MediaSales Digital, MediaSales Creative, MediaSales Optiplan, MediaSales Analytics, and MediaSales Program. These interlinking modules deliver seamless end-to-end processes across every department involved in the sales lifecycle. Additionally, the company offers the award-winning Adthos Platform - an AI-powered unified advertising platform combining ad-server technology built specifically for audio with Adthos Creative Studio for creating broadcast-quality, targeted dynamic audio advertising. Solutions are available for Radio, Television, Cable, Digital, Print, and Podcast markets, serving clients across 25+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• MediaSales Suite: Integrated media sales and traffic management solution for radio, television, cable, digital, and print broadcasters.
• Adthos
• MediaSales Traffic
• MediaSales CRM
• MediaSales Quote
• MediaSales Digital
• MediaSales Creative
• MediaSales Optiplan
• MediaSales Analytics
• MediaSales Program

Products and services

• MediaSales Traffic Traffic and billing solution for radio and television businesses, managing single and multi-channel environments across different media and platforms with customisable reporting and integration across sales, traffic, playout and financial systems.
• MediaSales CRM Customer relationship management solution with full DoubleClick for Publishers integration, providing data analytics for targeted selling, impression distribution across multiple products, inventory management, and automated invoice generation.
• MediaSales Quote Sales proposal and quote management solution enabling quick generation of proposals, automated authorization workflows, digital signatures, and mobile/web accessibility for complete sales lifecycle management.
• MediaSales Digital Digital sales and inventory management module integrating with ad serving platforms, managing digital campaigns including banners and stream pre-rolls with cross-platform campaign capabilities.
• MediaSales Creative End-to-end creative workflow management for television and radio spot creation, handling brief creation through final approvals for script, video and audio with integrated production cost tracking and automatic billing.
• MediaSales Optiplan Campaign optimization tool using rating service data to provide audience insight, calculating reach and frequency, helping plan effective campaigns, and demonstrating campaign effectiveness. Available as standalone product or integrated with MediaSales Quote.
• MediaSales Analytics Business intelligence and reporting solution for real-time data transformation into insights, with customizable reports and multiple export formats including Excel, Word, and PDF.
• MediaSales Program Automatic program scheduling solution for radio and television with rights management functionality, controlling scheduling of linear and non-linear content across multiple channels, regions and platforms including VOD scheduling.
• Adthos Platform AI-powered unified advertising platform combining ad-server technology built specifically for audio with Adthos Creative Studio, enabling creation of broadcast-quality, targeted dynamic audio advertising using text-to-speech, AI and synthetic voice technology.

Named customers8 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability10 records

Feature10 records

Partnerships

Five partnerships are on record, tiered strategic and core.

• Channel News Asia (CNA) - MediacorpstrategicStrategic or Co-development Partner · 24 January 2025CNA partnered with Adthos to generate localized news broadcasts using AI. First deployment focused on Malay (Baku) language with Singaporean accent. CNA chose Adthos based on capabilities offered via Adthos for News feature.
• ACE Media Tools (France)coreChannel Partner/ Reseller/ Distributor · 8 April 2024Partnership with Paris-based ACE Media Tools to widen distribution of Adthos in France and introduce the platform to French audiences. ACE is a distributor and developer of broadcast software solutions established in 2016 with founders having over 20 years of broadcast sector experience.
• BurlicoreTechnology or Integration · 20 October 2023Integration partnership for Adthos for News feature. Burli is a newsroom system that provides out-of-the-box integration with the Adthos platform, allowing broadcasters to create complete news bulletins with AI-generated content.
• NewsBosscoreTechnology or Integration · 20 October 2023Newsroom system integration partner for Adthos for News. NewsBoss provides seamless integration enabling broadcasters to produce AI-generated news content directly from their newsroom workflow.
• DoubleClick for PublisherscoreTechnology or IntegrationFull integration with DoubleClick for Publishers (Google) in MediaSales CRM, enabling targeted ads management and efficient administration through a single interface.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• OSi (Ostrowski & Associates / OSi Media): OSi provides broadcast media management software for TV and radio stations including traffic, billing, and sales — competing with Wedel for the same enterprise broadcaster accounts.
• Wide Orbit: Wide Orbit provides broadcast management, traffic, and billing software for radio and TV stations — directly competing with Wedel's MediaSales Suite in the same enterprise broadcaster customer segment with overlapping core functionality.
• RCS (Radio Computing Services): RCS provides radio broadcasting software including traffic, scheduling, and automation tools — closely comparable to Wedel's MediaSales Suite for radio broadcasters with similar enterprise customer profiles.
• Triton Digital: Triton Digital provides digital audio ad tech, podcast measurement, and streaming monetization tools for broadcasters — directly comparable to Adthos in serving radio broadcasters' digital ad workflows.
• Marketron: Marketron offers broadcast sales, traffic, and digital revenue management software for media companies, directly overlapping with Wedel's MediaSales Traffic, CRM, and Digital modules for radio and TV broadcasters.
• AdsWizz: AdsWizz (owned by SiriusXM) is a digital audio advertising platform serving the same radio broadcaster and podcast audience as Adthos, with overlapping programmatic audio ad serving capabilities.

Emerging players

• Veritone: Veritone offers AI-powered media solutions including audio ad production and content analysis for broadcasters — competing with Adthos in the AI audio advertising space with broader enterprise AI positioning.
• Soundful: Soundful provides AI-generated music and audio creation tools for content creators and brands — adjacent to Adthos Creative Studio with overlap in AI-powered audio production for commercial use.
• Benztown: Benztown provides radio imaging, production libraries, and creative services to radio broadcasters — adjacent to Wedel's MediaSales Creative module with overlap in radio content production workflows.

Broad incumbents

• Spotify Ad Studio: Spotify's self-serve audio ad platform serves advertisers in digital audio — broader scope than Adthos but competes for the same audio advertising budgets that flow through broadcast radio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wedel-software

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 Wedel Software