CPEx

Name

CPEx

Legal name

Czech Publisher Exchange z.s.p.o.

Website

https://cpex.cz

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Prague

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Programmatic Advertising Fees: CPEx acts as an intermediary between publishers and advertisers in the programmatic advertising ecosystem, earning fees from facilitating RTB transactions. Publishers gain access to the largest ad marketplaces at unique conditions, while advertisers gain access to premium publisher inventory.
2. Data-driven Audience Targeting: Revenue generated from selling AI-powered audience segments and targeting capabilities to advertisers across DSP platforms including Adform Audience Marketplace and private deals.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

CPEx (Czech Publisher Exchange) operates a programmatic advertising exchange that uses Real Time Bidding (RTB) technology to make advertising inventory available across a network of leading Czech online publishers. It connects advertisers and agencies with premium publisher inventory (covering 85% of the Czech online population via Economia, Mafra, Vltava Labe Media, Czech News Center and 200+ sites), and offers AI-powered audience targeting (AdPicker), a deterministic cookieless identity solution (Czech Ad ID), and an IAB-compliant Consent Management Platform.

Product overview

CPEx (Czech Publisher Exchange) is a Czech programmatic advertising association and technology platform that connects advertisers with major Czech online publishers through RTB (Real Time Bidding). The core platform encompasses standard and premium ad formats (display, video, native, Skin/Branding, Interscroller, Slide-up), supplemented by AI-powered audience tools (AdPicker for automatic segmentation, 200+ pre-prepared audience segments), identity solutions (Czech Ad ID for cookie-less deterministic targeting, Next-Generation IDs), and a Consent Management Platform compliant with IAB TCF 2.0. CPEx covers 85%+ of Czech online users across 4 major publishing houses and numerous partner sites, offering targeting without third-party cookies using first-party data and AI methods.

Differentiator

Problem solved

Functional benefit

Products and services

• CPEx Programmatic RTB Exchange Core programmatic advertising exchange and association offering from CPEx. Aggregates ad inventory from 4 major Czech publishers and 200+ partner websites into an RTB (Real Time Bidding) auction, enabling advertisers and agencies to buy premium Czech digital ad inventory programmatically. Reaches 85% of the Czech online population.
• Czech Ad ID Deterministic identifier system co-developed with Seznam.cz that links to hashed/encrypted user credentials (email/phone) and replaces third-party cookies for cross-domain and cross-device targeting of logged-in users, while respecting privacy regulations.
• AdPicker AI Audience Platform AI-powered audience segmentation tool utilizing machine learning (built with DataSentics) to automatically create interest-based, B2B, and lookalike audiences from CPEx behavioral data across 7.34 million users. Audiences are rebuilt daily for stability.
• CPEx Audience Segments Behavioral and demographic audience targeting offering comprising 200+ pre-prepared segments across interest, purchase intent (goods and services), and sociodemographic categories. Custom audiences can be created on demand within days.
• Consent Management Platform (CMP) Consent Management Platform respecting the IAB Transparency Consent Framework (TCF) 2.0 standard and powered by Didomi, enabling users to control their data preferences for advertising personalization, content, and measurement, while supporting GDPR compliance for CPEx and its publisher network.
• SChain Standard Deployment IAB Tech Lab-developed supply chain transparency standard for programmatic buying. Deployed on CPEx Prebid and server-to-server integrations, enabling buyers (notably Google DV360) to identify all parties in the bid request sales/resales chain.
• Seller-Defined Audiences (SDA) IAB Tech Lab standard implementation that lets CPEx publishers enrich their bid requests with predefined segments (sociodemographic, interest, or contextual) sent directly to buyers, eliminating third-party cookie dependence while keeping publishers in control of their audience data.
• Programmatic Ad Formats (Display, Video, Native, Skin, Interscroller, Slide-up) Suite of IAB-standard and premium advertising formats sold programmatically on CPEx inventory, including standard display (Square, Medium Rectangle, Wide Skyscraper, Leaderboard, Mobile Banner, Czech Leaderboards), in-stream/out-stream video, native advertising, Skin/Branding full-page backgrounds, Interscroller, and Slide-up Mobile Sticky.

Quantifiable outcome

• 33% CTR improvement using AdPicker AI B2B segments vs original B2B segments (Alza case study)
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability6 records

Feature4 records

Partnerships

13 partnerships are on record, tiered core and major.

• Seznam.czcoreStrategic or Co-development Partner · 13 October 2022Joint project on Czech Ad ID, a deterministic identifier to replace third-party cookies. Both companies serve as either separate or joint data controllers depending on the processing mode. Czech Ad ID enables pseudonymized and secure user identification in Czech online environment.
• DataSenticscoreTechnology or IntegrationProvider of AdPicker AI audience platform used by CPEx for creating user segments using artificial intelligence and machine learning. AdPicker enables automatic segmentation with more stable and accurate user profiles.
• AdobecoreTechnology or IntegrationAdobe Audience Manager used for data segmentation and behavioral targeting. Cookie data processed using Adobe's platform following applicable privacy laws.
• MagnitemajorTechnology or IntegrationSSP platform supporting Czech Ad ID for programmatic advertising. First major SSP to support Czech Ad ID for RTB ecosystem integration.
• AdformmajorTechnology or IntegrationDSP platform supporting Czech Ad ID. Partner in case studies and industry events. Used for campaign optimization and audience targeting.
• GroupMmajorChannel Partner/ Reseller/ DistributorMedia agency group that has partnered on Czech Ad ID proof of concept testing. New CEO Filip Hromek previously worked as Ads Activation & Media Solution Managing Director at GroupM for 7 years.
• EconomiacoreChannel Partner/ Reseller/ DistributorOne of four founding publishers in CPEx and Czech Ad ID project. Operates portfolio of Czech news and business websites.
• MafracoreChannel Partner/ Reseller/ DistributorOne of four founding publishers in CPEx and Czech Ad ID project. Major Czech media group operating news portals including iDNES.cz.
• Vltava Labe MediacoreChannel Partner/ Reseller/ DistributorOne of four founding publishers in CPEx and Czech Ad ID project. Major Czech publishing house.
• Czech News Center (CNC)coreChannel Partner/ Reseller/ DistributorOne of four founding publishers in CPEx and Czech Ad ID project. Major Czech news media group.
• FTV PrimamajorChannel Partner/ Reseller/ DistributorTelevision broadcaster and publisher partner in CPEx network, operating iPrima.cz and related digital properties.
• PubMaticmajorTechnology or IntegrationSSP platform for automated advertising selling, part of CPEx's programmatic ecosystem.
• IndexExchangemajorTechnology or IntegrationSSP platform for programmatic advertising integration.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• LiveRamp: Data collaboration and identity resolution platform powering RampID for cookieless audience activation. LiveRamp competes in the same identity-and-audience-activation space as CPEx's AdPicker and Czech Ad ID combination.
• ID5: Independent identifier provider offering a cookieless, cross-device ID for the open web. ID5 is integrated with CPEx for Next-Generation ID testing and competes conceptually with CPEx's own Czech Ad ID in the post-cookie identity layer.

Broad incumbents

• Xandr (Microsoft): Microsoft-owned programmatic ad platform offering a curated marketplace and SSP. Xandr is listed as an automated ad-selling/buying system within CPEx's data flow and represents a broader incumbent operating at much larger scale than CPEx.
• Google Ad Manager: Google's flagship publisher ad-server and programmatic exchange (formerly DoubleClick). It is the dominant incumbent competing for the same Czech publisher inventory CPEx aggregates and is the de facto alternative to the CPEx alliance for supply-side monetization.
• The Trade Desk: Leading independent demand-side platform buying programmatic media across channels. While TTD is buyer-side and CPEx is seller-side, both operate in the same Czech RTB auction marketplace and TTD is one of the DSPs through which CPEx inventory is transacted.

Direct peers

• OpenX: Independent global SSP operating one of the largest programmatic exchanges for premium web, mobile and video inventory. OpenX is functionally analogous to CPEx's RTB exchange layer, competing for the same publisher monetization budget at a global scale.
• Index Exchange: Global independent SSP focused on transparent programmatic exchange and header bidding. Index Exchange is integrated with CPEx as a programmatic partner, serving a directly overlapping supply-side role for premium publisher inventory.
• Adform: Denmark-based full-stack ad-tech platform running a DSP, SSP, DMP and creative tools across European markets. Like CPEx, Adform operates a programmatic RTB platform that connects advertisers and publishers, was an early partner in CPEx's Czech Ad ID proof of concept, and competes for the same European buyer demand.
• Magnite: Global SSP and header-bidding infrastructure provider (formed from the Rubicon Project / Telaria merger). Magnite is integrated with CPEx as a major supply-side partner for Czech Ad ID and Prebid, making it the closest large-scale analogue to CPEx's RTB seller role.
• PubMatic: Global SSP providing automated programmatic selling across premium publishers. PubMatic is listed among CPEx's automated ad-selling/buying systems and competes head-to-head with the CPEx publisher network for header-bidding revenue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CPExcz
• LinkedInlinkedin.com/company/czech-publisher-exchange

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 CPEx