What Cedato does

Cedato, operating commercially as EX.CO, is a privately held video technology company headquartered in New York and founded in 2015. The company provides an integrated, five-module video platform consisting of an Online Video Platform (OVP), a customizable video player optimized for Google Web Vitals, a video CMS, a programmatic ad server for CTV and DOOH inventory, and a machine learning yield engine for monetization. The technology stack is built around a proprietary ML yield engine that performs bid enrichment, smart auction decisioning, and real-time auction optimization across CTV, web, mobile, and digital out-of-home screens, complemented by an LLM-based contextual matching capability embedded in the CMS for AI-driven video recommendations at scale.

The company serves primarily digital publishers and media companies, CTV/DOOH operators, advertisers, and ad management partners/sales houses, with a roster of named enterprise customers that includes Hearst, USA Today, Sinclair Broadcast Group, Advance Local, ZiffDavis, Patch.com, The Arena Group, Motorsport Network, Quizlet, and Brainly. Reported customer outcomes include 7-figure YoY revenue lifts for Patch.com and Advance Local, a +115% gross RPM lift for The Arena Group, 7x revenue lift for Grupo El Progreso within 30 days, and player loads in the tens of millions per customer per period.

EX.CO monetizes through a combination of SaaS subscription fees for the video technology stack and a programmatic revenue share from the yield it generates for publishers. The go-to-market is sales-led, with quote-based enterprise pricing, a direct enterprise sales motion, and a channel of ad management partners and sales houses extending reach into mid-market publishers. The company holds ISO/IEC 27001 certification, Google Certified Publishing Partner status, IAB Europe TCF vendor registration, and HUMAN Bot Protection certification, and supports API connectivity for video activity, impressions, and revenue data.

Name

Cedato

Legal name

EX.CO

Website

https://cedato.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Cedato (operating as EX.CO) provides an integrated SaaS video technology platform — OVP, player, CMS, CTV/DOOH ad server, and an ML-powered yield engine — to digital publishers, media companies, and CTV operators for programmatic video monetization.

Ownership category

akta.pro rank

Product category

Video Technology Platform

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Enterprise/Creator Video Hosting & OTT SaaS Platforms (MPACAAAL)

akta.pro secondary industries

White-Label DSP Platforms & Streaming-as-a-Service (MPAIACAN), Content Aggregation, Curation & RSS Platforms (BPAMAJAI)

Keywords

• Programmatic video monetization
• Online video platform
• Connected TV ad server
• Video header bidding
• Publisher video technology

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Video Platform SaaS / Subscription: The company provides a comprehensive Online Video Platform (OVP), video player, CMS, and ad server as a SaaS subscription to publishers and media companies. This represents a recurring platform licensing model where customers pay for access to the technology stack.
2. Programmatic Advertising Revenue Share: EX.CO's machine learning yield engine monetizes video inventory across CTV, web, mobile, and DOOH through programmatic auctions. The company generates revenue through a share of the programmatic yield it creates for publishers, functioning as both a technology provider and yield optimizer.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Cedato (operating as EX.CO) provides a SaaS-based video technology stack for publishers, CTV/DOOH operators, and advertisers, combining an Online Video Platform (OVP), video player, CMS, CTV/DOOH ad server, and an ML-driven programmatic yield engine in one integrated system. The platform monetizes video inventory across CTV, web, mobile, and DOOH through bid enrichment, smart auction decisioning, and LLM-based contextual video recommendations, with API access for analytics and integrations.

Product overview

EX.CO is a video technology platform consisting of five integrated modules: the OVP (Online Video Platform) as the core foundation providing comprehensive video infrastructure; the Video Player offering a customizable, performance-optimized viewing experience; the Monetization module featuring an ML-based yield engine for programmatic revenue; the Ad Server for CTV/DOOH programmatic pipes with bid enrichment and auction optimization; and the Video CMS enabling content management with AI-driven contextual recommendations and a premium content marketplace. These modules work together to provide end-to-end video technology for media publishers.

Differentiator

Problem solved

Functional benefit

Products and services

• OVP (Online Video Platform) Comprehensive online video platform for web publishers that drives sustained revenue growth through integrated monetization, content management, and audience engagement tools.
• Monetization (ML Yield Engine) Machine learning yield engine that maximizes programmatic video revenue across CTV, web, mobile, and DOOH through pre-, post-, and real-time auction optimization.
• Ad Server (CTV/DOOH) Programmatic ad server for CTV and digital out-of-home inventory featuring bid enrichment, smart auction decisioning, and seamless integration with primary ad servers to drive revenue uplift.
• Video Player Fully customizable, lightning-fast video player optimized for Google Web Vitals, supporting both vertical and horizontal video formats with monetization built in.
• Video CMS Content management system providing an intuitive interface for uploading, discovering, and curating video playlists, with AI-driven contextual recommendations and access to a premium video content marketplace.

Quantifiable outcome

• 2x average gross revenue lift across 1XL publisher network
• +9 more outcomes

Named customers18 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Google (Google Certified Publishing Partner)coreTechnology or IntegrationEX.CO holds Google Certified Publishing Partner status, indicating a certified technical integration with Google's advertising and publishing ecosystem. This partnership provides access to Google's ad technologies and validates EX.CO's capabilities as a trusted video technology partner for publishers in the Google ecosystem.
• MQA Certification UK Ltd. (ISO 27001 Certification)minorOthersEX.CO is ISO/IEC 27001 certified by MQA Certification UK Ltd., indicating compliance with international information security management standards.
• IAB (Interactive Advertising Bureau)minorOthersEX.CO is an active IAB member and a registered vendor under IAB Europe's Transparency and Consent Framework (TCF), demonstrating compliance with GDPR and programmatic advertising industry standards.
• HUMAN SecuritycoreTechnology or IntegrationEX.CO integrates HUMAN's bot protection and ad fraud detection technology to ensure inventory quality, brand safety, and protection against non-human traffic across its publisher network.
• AOP (Association of Online Publishing)minorOthersEX.CO is an Associate Member of the AOP, the UK-based trade body for online publishers, indicating participation in the UK/European online publishing community.

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Zype: Video CMS and OTT platform for content owners and publishers. Comparable to EX.CO's CMS and OVP modules; smaller-scale competitor focused on direct-to-consumer OTT distribution.
• Mux: Developer-focused video infrastructure platform offering video APIs, player, and analytics for streaming. Comparable to EX.CO's player and infrastructure layer; competes more on developer experience than on monetization.
• MediaMelon: Video analytics and ML-based yield optimization platform for streaming video. Closely comparable to EX.CO's ML yield engine; focuses on QoE and revenue optimization for CTV/OTT publishers.
• Bitmovin: Video encoding, player, and analytics infrastructure for streaming and CTV. Adjacent competitor focused on the encoding/delivery layer rather than full monetization stack.

Direct peers

• SpringServe (Magnite): Header-bidding ad server acquired by Magnite, focused on CTV and online video monetization. Closest direct competitor to EX.CO's programmatic CTV/DOOH ad server; competes head-to-head for CTV publisher yield optimization.
• Publica (by FreeWheel): Programmatic ad server for CTV and OTT originally independent, now part of FreeWheel/Comcast. Direct competitor to EX.CO's CTV ad server; specifically targets the same broadcaster and OTT operator customer base.
• Connatix: Video technology and monetization platform for publishers, offering a video player, CMS, and header bidding monetization. Direct competitor to EX.CO's integrated publisher stack; serves a very similar mid-market and enterprise publisher customer base.
• JW Player: Online video platform offering a customizable HTML5 video player, video CMS, and monetization tools for publishers. Direct peer to EX.CO's OVP, Player, and CMS modules; targets the same mid-market and enterprise publisher segment.

Broad incumbents

• FreeWheel (Comcast): Comcast-owned ad server and monetization platform for broadcasters, premium video publishers, and CTV. Directly comparable to EX.CO's CTV ad server and yield engine; offers a broader, deeper broadcaster footprint and competes for the same primary-ad-server wallet.
• Brightcove: Public enterprise-grade OVP offering video hosting, player, CMS, and live streaming with monetization integrations. Comparable to EX.CO's OVP/Player/CMS modules but at significantly larger scale and broader enterprise media customer base.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/cedatotech
• YouTubeyoutube.com/channel/UCc99IT0x9Za1uQ_r8b1PwXQ?view_as=subscriber
• LinkedInlinkedin.com/company/10091732
• Facebookfacebook.com/cedato

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

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 Cedato