What Bidding Fox does

Bidding Fox technologies, s.r.o. is a Czech SaaS company founded in 2015/2016 and headquartered in Brno, operating within the Profitak group conglomerate. Its core product, Bidding Fox, is an automated CPC bidding engine that runs as an application on the Mergado platform and optimizes product-level advertising spend on Czech and Slovak product comparison engines — primarily Heureka.cz, Heureka.sk, and Zboží.cz — using configurable strategies such as PNO-based (cost-to-revenue ratio) bidding, top-position bidding, and competitive pricing intelligence. The product portfolio has expanded to include Bidding Fox Elements (a data-enrichment add-on surfacing weather, FX, and product-search statistics as BFE_-prefixed elements), Fox Data+ (a dashboard/notification app), Pricing Fox (automatic repricing), and free diagnostic tools (Bidding Audit, Pricing Audit).

The company serves Czech and Slovak e-commerce operators — primarily small and mid-sized e-shops — through a self-serve, product-led motion: customers activate a 30-day free trial exclusively via the Mergado Store and then pay a flat 1,986 Kč/month subscription (~$80) regardless of feed size, with annual billing available by agreement. A network of approximately 16 certified Bidding Fox Master partner agencies (including Besteto and FEO) provides implementation and managed services to end customers. Named customers reached include Decathlon and Besteto-managed accounts (a large Slovak electronics retailer and a top-5 Czech online book retailer with 100,000+ products).

Underlying technology combines rule-based bidding automation with Google Analytics integration, Heureka/Zboží.cz statistics feeds, and an AI chat assistant powered by third-party language models (OpenAI, Anthropic). Distribution is geographically constrained to the Czech Republic and Slovakia, and growth is supported by content marketing (blog, YouTube, monthly newsletter), webinars, the PROBIDDING conference, an active Mergado forum presence, and a free Bidding Audit tool used as top-of-funnel lead generation. The company is privately held, bootstrapped, and small (1–10 employees), with no external funding rounds disclosed.

Name

Bidding Fox

Legal name

Bidding Fox technologies, s.r.o.

Website

https://bidding-fox.cz

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Bidding Fox is a Czech SaaS bidding-automation application running on the Mergado platform that optimizes product-level CPC advertising on Heureka and Zboží.cz for Czech and Slovak e-commerce operators and marketing agencies. It sells via a flat-rate subscription (1,986 Kč/month) through the Mergado Store, supplemented by free diagnostic tools and a certified partner network.

Ownership category

akta.pro rank

Product category

E-commerce Advertising Automation / PPC Bidding Software

NAICS

Media Buying Agencies (54183), Advertising Agencies (54181), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Performance Marketing Automation & Bid Management Services (MPAAACAM)

akta.pro secondary industries

Search Engine Marketing (SEM) / Paid Search (PPC) Management (MPAAACAB), Paid Search (SEM) Media Buying (BPAFABAC), Lead Generation & Performance Media (B2B/B2C) (MPAAACAK)

Keywords

• Bidding automation software
• Ecommerce advertising tools
• Product feed optimization
• CPC bid management
• Competitor price monitoring

Headquarters

HQ city

Brno

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription - Bidding Fox: Monthly subscription model for the Bidding Fox application. Priced at 1,986 Kč per month (excluding VAT). Flat fee regardless of the number of products in the feed. Includes 30-day free trial. Users must also have a Mergado account (separate fee). Annual billing available by agreement.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

Bidding Fox is a SaaS bidding automation application that runs on the Mergado platform and automatically sets and optimizes CPC bids for individual products on the Czech and Slovak product comparison platforms Heureka.cz, Heureka.sk, and Zboží.cz. It evaluates product-level sales potential, configures PNO-based (cost-to-revenue ratio) bidding strategies, performs competitor analysis on product cards, runs product diagnostics, and produces performance reports. The company also offers complementary products (Bidding Fox Elements, Fox Data+, Pricing Fox) and free diagnostic tools (Bidding Audit, Pricing Audit) for e-shop owners and marketing agencies.

Product overview

Bidding Fox technologies is a Czech e-commerce SaaS company offering a portfolio of applications for product feed optimization and advertising automation on Central European product comparison platforms (Heureka, Zboží.cz). The core product is Bidding Fox, an automatic bidding automation tool that manages CPC (cost-per-click) bidding for e-shops. This is complemented by Bidding Fox Elements for data enrichment with external data (weather, exchange rates, competitor statistics) and Fox Data+ for dashboard and alert capabilities. Free tools include Bidding Audit and Pricing Audit for competitive analysis. Related product Pricing Fox handles automatic repricing based on competitor data and user-defined rules. All applications integrate with Mergado platform and connect to Heureka, Zboží.cz, and Google Analytics for data.

Differentiator

Problem solved

Functional benefit

Brands

• Pricing Fox: Automatic pricing tool for e-shops that automates product repricing based on user rules.
• Bidding Fox Elements
• Bidding Audit
• Fox Data+

Products and services

• Bidding Fox Automatic CPC bidding automation tool for Heureka.cz, Heureka.sk and Zboží.cz that evaluates product sales potential, sets product-level bids under PNO-based and other strategies, performs competitor analysis on product cards, runs internal product diagnostics, and produces performance reports for e-shop operators.
• Bidding Fox Elements Data-enrichment add-on application that adds new elements (BFE_ prefixed) to product feeds including time/date data, product-search-engine statistics, Google Analytics data, weather data for CZ/SK/PL/DE, and currency exchange rates, for use in bidding rules and reporting.
• Fox Data+ Dashboard and notification application for advertising managers that provides an overview of advertising performance across campaigns and sends alerts when issues need attention.
• Bidding Audit Free online audit tool that analyzes a customer's bidded product assortment on Heureka and divides products into four severity groups (OK, Problem, Warning, Recommendation), with specific detections and improvement suggestions.
• Pricing Fox Automatic repricing application that changes product prices on e-shops based on user-defined rules, including competitor analysis, diagnostics, and manual pricing features.
• Pricing Audit Free online tool that gives e-shop operators an assessment of how their pricing compares to the market.

Quantifiable outcome

• Revenue increase of 38-43% year-over-year reported in case studies
• +3 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

Integration5 records

AI capability3 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• BestetocoreChannel Partner/ Reseller/ DistributorBesteto is a marketing agency specializing in performance marketing on product search engines and PPC. It is the first certified Bidding Fox partner (Bidding Fox Master). Besteto manages bidding for multiple e-commerce clients using Bidding Fox and was instrumental in early case studies demonstrating the app's effectiveness for large electronics and book retailers. Besteto also belongs to the same corporate group (Profitak).
• FEOcoreChannel Partner/ Reseller/ DistributorFEO is a Brno-based marketing agency offering web design, UX, PPC, and product search engine management. Certified as the second Bidding Fox Master partner. Online marketing specialist Lukáš Pevný earned the Bidding Fox Master certification on August 1, 2018.
• MergadocoreTechnology or IntegrationBidding Fox is a bidding automation application built for the Mergado platform. Mergado serves as the foundation for product data feeds, application hosting, user accounts (accounts.mergado.com), and billing integration. The app cannot function without a Mergado account.
• HeurekacoreTechnology or IntegrationBidding Fox optimizes advertising on Heureka.cz and Heureka.sk. The app integrates with Heureka's conversion feed, statistics XML, sortiment reports, and certification systems. Heureka is both the primary platform the app optimizes for and the certifying body for the Heureka Partner badge.
• Zboží.cz / SeznamcoreTechnology or IntegrationBidding Fox optimizes advertising on Zboží.cz (Seznam). Integrates with Zboží.cz product cards, statistics, and bidding mechanisms. Seznam Nákupy is also referenced as a connected platform.
• Certified Partner Agencies (multiple)minorChannel Partner/ Reseller/ DistributorA network of approximately 16 certified partner agencies and freelance specialists listed on the Bidding Fox website, including: REDMEDIA, PTA Group, Proficio, GuruMarketing, AdVisio Marketing, Filipesmedia, WebPrezent, Acomware, Taste, SHEAN, Fordigy, Fragile, Marketup, Petra Mikulášková, Ivana Šaleová. These partners offer implementation, consulting, and managed bidding services.
• Profitak group, s.r.o.coreOthersBidding Fox technologies, s.r.o. is a member of the Profitak group, s.r.o. conglomerate. Besteto also belongs to the same group. This corporate relationship provides organizational alignment and potential synergies between the two companies.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Skai (formerly Kenshoo): Skai is an enterprise omnichannel marketing platform with advanced bid management and optimization across paid search, social, and retail media. It competes with Bidding Fox's automation thesis for larger advertisers with broader channel needs.
• Productsup: Productsup is a large, established product feed management and advertising platform serving enterprise retailers globally. While it covers broader use cases (feed orchestration, marketplaces), it competes with Bidding Fox/Mergado in product data management for paid channels.
• Marin Software: Marin Software is a long-standing cross-channel paid search and social bid management platform for enterprise advertisers. It is comparable in offering automated bidding optimization across publishers but at much larger scale and broader scope than Bidding Fox's CZ/SK niche.
• Feedonomics: Feedonomics is a full-service product feed management platform acquired by BigCommerce, covering Google Shopping, Meta, marketplaces, and comparison engines. It overlaps with Bidding Fox's underlying feed management layer at enterprise scale.

Emerging players

• Adalysis: Adalysis is a PPC management and bid optimization platform focused on Google Ads and Microsoft Ads for SMBs and agencies. It overlaps with Bidding Fox's automated bidding value proposition but does not cover CZ/SK product comparison engines.

Direct peers

• Mergado: Mergado is the parent product feed management platform on which Bidding Fox is built and exclusively distributed. Both serve CZ/SK e-commerce advertisers for product data optimization and feed exports, and Bidding Fox cannot operate without a Mergado account.
• Optmyzr: Optmyzr is a PPC bid and budget management automation platform for Google Ads, Microsoft Ads, and Meta. It competes directly with Bidding Fox's core value proposition (automated bid management) at a global scale, although it does not natively cover Heureka/Zboží.cz.
• Pricing Fox: Pricing Fox is a sister brand under the Profitak group offering automated repricing for CZ/SK e-shops based on competitor data. It addresses the same customer base as Bidding Fox on the pricing side, making it both a natural cross-sell and the closest adjacent product in the same market.
• Channable: Channable is a European feed management and PPC automation platform serving advertisers and agencies across multiple channels, including product comparison engines. It targets the same e-commerce advertiser segment as Bidding Fox with a broader channel footprint.

Regional players

• Adform: Adform is a Northern European ad tech and bid management platform with strong presence in Denmark and broader EMEA. It is comparable to Bidding Fox in offering regional bid automation for advertisers but does not specifically target CZ/SK product search engines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCJ5_TLTtzGYfdnOUu_sHsqw/featured
• Facebookfacebook.com/biddingfox
• Xx.com/biddingfox
• LinkedInlinkedin.com/company/bidding-fox

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Bidding Fox