What Tangoo does

Tangoo S.r.l. is a Milan-headquartered digital advertising agency operating a specialist programmatic platform that delivers targeted and personalized advertising across digital media channels. The company owns the proprietary technology that underpins its programmatic offering, supporting full-funnel execution across planning, buying, and optimization. Tangoo's product portfolio is organized around a core Programmatic platform with three differentiated channel features: DOOH+ (Digital Out of Home) advertising, Connected TV placements, and DCO+ (Dynamic Creative Optimization), each supported by in-house Creative and Strategy services and bundled under a Media & Technology umbrella.

Tangoo generates revenue through a transaction/performance fee model on programmatic ad delivery to three primary customer segments: direct brands (e.g., TIM, FCA/Stellantis, HP, New Balance, Kiehl's, Honor, Sorgenia, A2A, Italo, Air Dolomiti, Pupa, Luisa Spagnoli), marketing/advertising agencies, and affiliate networks/publishers (e.g., Belboon, Kinguin). The sales-led go-to-market explicitly targets enterprise buyers across UK/Ireland, USA, and Italy, with named customer logos spanning gaming, fashion, automotive, telecom, finance, energy, retail, education, non-profit, airlines, rail, sportswear, and entertainment verticals. Customer testimonials reference retargeting, affiliate monetization, and remarketing use cases.

Operationally, Tangoo maintains offices in Milan (HQ), Pescara, London (regional HQ), Prishtina, Tirana, and Trivandrum, providing multi-region delivery capacity. Leadership includes Chief Revenue Officer Claudia Mammarella. The company has been operating for 6+ years (since at least 2018 per copyright notice, with a 2021 founding date in third-party data). Claimed performance outcomes include +75% brand search query lift from DOOH, 3x better target reach via Connected TV, and +250% engagement lift from DCO+.

Name

Tangoo

Legal name

Tangoo S.r.l.

Website

https://tangoomedia.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Tangoo S.r.l. is a Milan-based programmatic advertising agency that delivers targeted digital, DOOH, Connected TV, and dynamic creative campaigns to brands, agencies, and affiliate networks across Italy, the UK, and other markets.

Ownership category

akta.pro rank

Product category

Programmatic Advertising

NAICS

Advertising Agencies (54181), Media Buying Agencies (541830), Advertising, Public Relations, and Related Services (5418)

SIC

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

akta.pro primary industry

Marketing Technology, AdTech & MarTech Services (BPAFAAAN)

akta.pro secondary industries

Affiliate & Partner Marketing (Performance Partnerships) (BPAFACAE), Affiliate Marketing & Partner Program Management (MPAAACAD)

Keywords

• Programmatic advertising
• Digital out-of-home
• Connected TV advertising
• Dynamic creative optimization
• Affiliate marketing services

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Programmatic Advertising Fees: Tangoo generates revenue through programmatic advertising services, charging transaction/performance fees for ad delivery across their network. The company provides full-funnel solutions with reporting and analytics, fine-tuning ad spend approaches for clients.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Tangoo is a specialist programmatic advertising partner that delivers full-funnel digital advertising solutions across DOOH (Digital Out of Home), Connected TV, and DCO (Dynamic Creative Optimization) channels using its own proprietary programmatic technology. The company offers bundled Media & Technology, Creative, and Strategy services to brands, agencies, and affiliate networks in the UK/Ireland, USA, Italy, and other markets, with reported outcomes including +75% brand search lift from DOOH, 3x reach improvement via Connected TV, and +250% engagement lift from DCO+.

Product overview

Tangoo is a specialist programmatic partner offering a unified platform for digital advertising. The core offering consists of the Programmatic platform with proprietary technology, supported by Creative (ad design), Strategy (campaign planning), and Media & Technology services. The product portfolio includes specialized features: DOOH+ for digital out-of-home advertising, Connected TV for television placements, and DCO+ for dynamic creative optimization. These solutions serve brands, agencies, and affiliate networks across UK/Ireland, USA, Italy, and other markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Programmatic Advertising Platform Tangoo's proprietary programmatic advertising platform that delivers targeted and personalized ads at scale across digital media channels. Built on internally owned technology, it powers full-funnel programmatic solutions for brands, agencies, and affiliate networks.
• DOOH+ (Digital Out of Home) Digital out-of-home advertising solution that extends programmatic reach beyond digital screens into physical environments, delivering +75% more brand search queries after campaigns. Targeted at brands seeking measurable brand awareness lift through programmatic DOOH placements.
• Connected TV Advertising Connected TV advertising service delivering 3x better reach of target audiences through programmatic television placements. Targeted at brands and agencies seeking measurable audience reach via programmatic CTV inventory.
• DCO+ (Dynamic Creative Optimization) Dynamic creative optimization service that delivers +250% better engagement rates through personalized, algorithmically-optimized ad creative assembly. Targeted at brands and agencies looking to personalize ad creative at scale across programmatic channels.
• Creative Services Professional ad design and creative production services focused on conversion optimization and performance enhancement. Targeted at brands and agencies running Tangoo programmatic campaigns that need performance-driven creative assets.
• Strategy Services Expert campaign planning, analysis, and optimization services that underpin Tangoo's programmatic advertising activities. Targeted at brands, agencies, and affiliate networks seeking full-funnel strategic guidance for programmatic media buying.

Quantifiable outcome

• +75% brand search queries after DOOH campaigns
• +2 more outcomes

Named customers21 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Celtra: Creative technology platform for dynamic ad production and optimization. Overlaps with Tangoo's DCO+ and Creative services, especially on the template-based dynamic creative assembly side.
• DoubleVerify: Ad verification and performance analytics provider that complements programmatic buying. Tangoo's reporting/analytics overlay is a thinner version of DoubleVerify's measurement stack, illustrating where the company could expand.

Direct peers

• Pubmatic: Independent programmatic SSP with header bidding and CTV capabilities. Competes with Tangoo for the same programmatic media budgets at the agency and brand level, particularly in EMEA.
• Adform: European-headquartered ad tech platform offering DSP, DMP, and creative tools with full-funnel programmatic capabilities. Closest direct competitor to Tangoo in terms of European mid-market positioning, owned technology, and bundled creative/strategy services.
• Magnite: Independent sell-side ad platform and largest independent CTV/online-video SSP. Overlaps with Tangoo on CTV programmatic supply and DOOH monetization, though Magnite is supply-side and Tangoo is buy-side.
• Belboon: European affiliate marketing network explicitly named as a Tangoo customer. Operates an overlapping partner/affiliate channel and competes for the same affiliate-driven performance budgets across DACH and Italy.
• Criteo: Performance-focused programmatic platform specializing in retargeting and dynamic creative optimization across display, CTV, and commerce media. Tangoo's DCO+ and retargeting positioning directly mirrors Criteo's historical strength.
• RTB House: European programmatic DSP specializing in retargeting and DCO powered by deep learning. Directly comparable to Tangoo's DCO+ offering and retargeting campaigns (e.g., for Kinguin).

Broad incumbents

• The Trade Desk: Global independent programmatic DSP with deep CTV and DOOH capabilities. Tangoo operates a comparable buy-side programmatic offering but at a much smaller, regionally-focused scale.
• Azerion: European digital entertainment and ad tech group with integrated programmatic, gaming, and content capabilities. Competes for European mid-market brand budgets and represents a potential consolidator for firms like Tangoo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/tangoomedia
• Facebookfacebook.com/tangoomedia
• LinkedInlinkedin.com/company/tangoomedia
• Instagraminstagram.com/tangoomedia?igshid=YmMyMTA2M2Y=

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 Tangoo