What ADTELIER does

ADTELIER (legal name: Adtelier SpA) is an independent boutique media agency group founded in 2016 and headquartered in Milan, Italy. The group operates through five sub-brands: Address Media (omnichannel media agency, the founding brand), Digital Address (digital-first agency), Adwise (in-house ad-tech/mar-tech R&D company established in 2020), Adextra Network (international independent agency network), and Ad4goods (barter media). It serves enterprise clients across a diversified set of industries — Food & Beverage, Retail, Fashion, Automotive, Insurance, Health, Financial Services, and Sports Retail — providing omnichannel media strategy, media buying and planning, programmatic activation, retail media, location-intelligence-driven targeting, and Marketing Mix Modeling. Customer logos include Consorzio Parmigiano Reggiano, Eurospin, Zuegg, Melinda, Bosch Rexroth, Pam, Cisalfa Sport, Intersport, Helvetia, Audika, and Moneyfarm. The group grew to 70 employees by its tenth anniversary in 2026 and added over 25 new clients organically in 2025, expanding into the UK market in the same period.

The group's technology backbone is the Adwise AI Suite, launched in February 2026, comprising three proprietary modules: Prisma for omnichannel media planning with predictive performance reading; Sphere for multi-DSP audience creation, delivery, and in-stack measurement (with Urbistat and Ugeo integrations for geoplanning); and Helix for Marketing Mix Modeling and business-outcome measurement. The suite operates on a "proprietary agentic network" and harmonizes first-party data with third-party inputs from The Trade Desk (programmatic/CTV), Circana (retail data), IAS Lumen (attention), Happydemics (brand lift), Inflead (influencer analytics), and Sellouter (Amazon optimization, via the May 2025 equity investment that produced the Quadran AI conversational platform). Documented client outcomes include +30 points in brand preference (200% lift vs. 2024) and +22 points in consideration (6x 2024 baseline) on retail-data-driven video campaigns, plus +34% incremental audiences vs. linear TV alone through omnichannel activation.

ADTELIER's revenue model is professional services — fees and media commissions on client advertising spend management — with go-to-market via direct, senior-led enterprise relationships. The group is founder/owner-operated (CEO Fabrizio Serri), with no disclosed external venture or private equity funding; its first disclosed equity deployment was the 2025 investment in Sellouter. It holds GDPR and Italian Legislative Decree 231/2001 compliance certifications and is structured as an Italian Società per Azioni (SpA).

Name

ADTELIER

Legal name

Adtelier SpA

Website

https://adtelier.it

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

ADTELIER is an independent, Milan-based boutique media agency group offering omnichannel media strategy, buying, and proprietary AI-driven planning and measurement tools to enterprise brands across Italy and the UK.

Ownership category

akta.pro rank

Product category

Media Agency Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Marketing Technology, AdTech & MarTech Services (BPAFAAAN)

Keywords

• Media planning services
• Programmatic media buying
• Omnichannel advertising
• Ad-tech solutions
• Media agency services

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Agency Services: Full-service media agency providing omnichannel media strategy, media buying, planning, and optimization services. Revenue derived from service fees and media commissions from client advertising spend management.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

ADTELIER is an independent boutique media agency group that provides end-to-end omnichannel media strategy, planning, and buying services to enterprise brands, supported by a proprietary ad-tech and mar-tech stack. Through sub-brands including Address Media, Digital Address, Adwise, Adextra Network and Ad4goods, the group delivers media-neutral campaign execution across digital, traditional, retail, OOH/DOOH, CTV and influencer channels, with proprietary AI tools (Prisma, Sphere, Helix) for planning, activation and measurement, and the Quadran AI platform for Amazon optimization.

Product overview

Adtelier is an independent boutique media agency group offering a unified portfolio of services through multiple specialized sub-brands. The core technology ecosystem is built around Adwise, the group's tech company, which developed the Adwise AI Suite comprising three interconnected modules: Prisma for omnichannel media planning with predictive performance, Sphere for omnichannel ad-tech management and audience delivery, and Helix for measurement and Marketing Mix Modeling. These tools operate on an interoperable architecture that harmonizes proprietary data with third-party sources. Additionally, the group offers Quadran AI, a conversational AI platform developed in partnership with Sellouter for Amazon sellers and vendors to optimize sales performance. Services span Address Media (omnimediale), Digital Address (digital-first), Adwise (ad-tech/Mar-tech), Adextra Network (international), and Ad4goods (barter media-native).

Differentiator

Problem solved

Functional benefit

Brands

• Address Media: Omnimediale media agency - the brand from which the group originated
• Digital Address
• Adwise Tech
• Adextra Network
• Ad4goods Media Barter

Products and services

• Omnichannel Media Strategy End-to-end omnichannel media strategy service for enterprise brands, covering planning across TV, digital, retail media, OOH/DOOH, CTV and influencer channels. Designed for marketing and brand decision-makers at Italian and international consumer companies.
• Media Buying Media buying service for enterprise clients across traditional and digital channels, executed through the Adtelier group's integrated buying capabilities.
• Programmatic Buying Programmatic media buying service leveraging the Adwise Sphere multi-DSP ad-tech platform and integrations with partners such as The Trade Desk.
• Consumer & Market Research Consumer and market research service providing insights to inform media strategy and planning, including the annual Kids Scenario research report on 8-15 year old media consumption.
• Media Research & Review Media research and review service supporting ongoing evaluation of media performance, in-stack measurement and post-campaign analysis.
• AdTech & MarTech Services Ad-tech and Mar-tech services delivered through the Adwise tech company, including custom technology development, data strategy and integration with third-party platforms.
• Location Intelligence Location intelligence service using Urbistat and Ugeo data integrated into Adwise Sphere to enable geoplanning, geotargeting and physical-world audience signals.
• Data Strategy & Consulting Data strategy and consulting service that harmonizes first-party data with third-party sources such as Circana retail data to enable data-driven audience targeting and measurement.
• Adwise Prisma
• Adwise Sphere Adwise Sphere Multi-DSP ad-tech platform for audience creation, delivery and in-stack measurement, interoperable with third-party data, inventory and technologies, and managed by proprietary algorithms. Integrates Urbistat and Ugeo for geoplanning.
• Adwise Helix Adwise Helix Measurement and Marketing/Media Mix Modeling platform designed to measure the impact of media investments on business results with advanced performance assessments and customized dashboards.
• Quadran AI Quadran AI Vertical AI-powered conversational platform that helps Amazon sellers and vendors optimize sales performance through a structured knowledge base, intelligent algorithms, and actionable insights. Distributed as a SaaS solution.

Quantifiable outcome

• Preference increased by 30 points (200% rise vs 2024) using retail data in video campaigns
• +2 more outcomes

Named customers14 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability10 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered supporting, core, major and strategic.

• UrbistatsupportingTechnology or Integration · 23 July 2025Location intelligence and geoplanning data provider integrated into Adwise Sphere platform for physical-world audience signals and geotargeting capabilities.
• Ugeo UgeOOHsupportingTechnology or Integration · 23 July 2025OOH/DOOH data provider integrated into Adwise Sphere for programmatic outdoor advertising activation and audience insights based on physical world signals.
• SelloutercoreStrategic or Co-development Partner · 26 May 2025Adtelier invested in Sellouter and co-developed Quadran AI platform for Amazon optimization. Equity partnership where Adtelier funded AI development. Sellouter specializes in optimizing sales performance on Amazon through proprietary AI technology. Integration with Adwise ecosystem planned.
• The Trade DeskcoreTechnology or IntegrationStrategic technology partner for programmatic advertising and Connected TV capabilities. Collaborate on omnichannel strategy workshops, client events, and joint presentations at industry conferences (IAB Intersections). Integration with The Trade Desk's DSP enables programmatic activation of CTV and DOOH inventory.
• SBScoreTechnology or IntegrationIndependent international technology partner specializing in AI and media technology. Co-develop events and workshops on AI & Media topics (Unify, Execute, Measure). SBS provides technology context and market intelligence that complements Adwise's proprietary solutions.
• CircanamajorTechnology or IntegrationData partnership for retail data services. Circana data serves as core source for retail audience targeting, enriched with location intelligence and purchase history for grocery sector campaigns.
• HappydemicsmajorTechnology or IntegrationBrand lift study measurement partner used for campaign effectiveness analysis. Provides consumer survey-based brand metrics to complement attention measurement (IAS Lumen) in omnichannel campaign measurement.
• IAS (Integral Ad Science)majorTechnology or IntegrationAttention measurement partner providing Lumen attention measurement technology for evaluating ad viewability and engagement across digital formats including Connected TV.
• InfleadsupportingTechnology or IntegrationInfluencer marketing platform integrated into Adwise for enhanced profile analysis, selection, and influencer marketing analytics within the omnichannel strategy framework.
• Alliance (International Independent Media Network)strategicStrategic or Co-development PartnerAdtelier founded and participates in Alliance, an international network of independent media agencies. Started based on natural affinities between agencies and has developed into managing actual international projects together.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• GroupM (WPP): Largest global media investment group under WPP, operating agencies such as Mindshare, MediaCom, Wavemaker, and Essence. Direct comparable to Adtelier's full-service media planning and buying capabilities, but with vastly greater scale, multi-market reach, and procurement leverage.
• Havas Media Network: Global media network offering planning, buying, and analytics; competes with Adtelier in omnichannel media services with the Havas 'Village' integrated model combining creative, media, and data.
• Omnicom Media Group: Houses OMD, PHD, and Hearts & Science. Overlaps with Adtelier in omnichannel planning and buying; offers global scale, advanced analytics, and trading desk capabilities that compete directly for the same enterprise client RFPs.
• Publicis Media (Publicis Groupe): Global media network within Publicis Groupe housing Zenith, Starcom, and Spark Foundry. Competes with Adtelier in omnichannel media strategy and buying, with broader geographic coverage and proprietary data assets like Epsilon.
• Dentsu Media (Dentsu Aegis Network): Includes Carat, iProspect, and dentsu X. Direct overlap with Adtelier's media strategy and digital buying services; larger scale and proprietary data tools (e.g., Merkle, M1) compete for the same mid-to-large enterprise client base.

Regional players

• Alkemy: Italian-headquartered digital transformation and marketing services company. Domestic peer in the Italian market with overlapping digital marketing, data, and tech capabilities serving similar enterprise brand clients.
• Connexia: Italian integrated marketing and communications agency owned by Dentsu. Operates in the same Italian market as Adtelier with overlapping digital-first, omnichannel, and content capabilities targeting enterprise brands.

Others

• The Trade Desk: Global independent DSP and Adtelier's core technology partner. While not a direct competitor, TTD's platform capabilities increasingly overlap with what Sphere provides, and any move by TTD into managed services could directly threaten Adtelier's programmatic buying offering.

Direct peers

• MiQ (Media iQ): Independent programmatic media company specializing in data-driven media buying across multiple DSPs. Closely comparable to Adtelier's Sphere multi-DSP ad-tech approach and omnichannel programmatic execution model.
• Mediaplus (House of Communication): Independently-owned European media agency network based in Germany with international offices. Closest structural comparable to Adtelier as an independent multi-market media agency combining media planning, buying, and proprietary data/tech capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/adteliergroup

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries5 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 ADTELIER