What Makuity does

Makuity is an independent French media and digital agency headquartered in Levallois-Perret, near Paris, operating under the SAS legal form with a registered capital of €15,249. The agency provides cross-media strategy, media space buying, and performance attribution services to more than 80 active advertisers spanning private brands, public institutions, and territorial authorities. Its core service lines cover strategic media planning, on- and off-line media buying (TV, radio, OOH/DOOH, print, digital, social, SEA), programmatic RTB in-house, and Drive-to-Web/Drive-to-Store measurement. The senior team is led by CEO Eric Chaillou, and the agency deliberately operates lean with approximately 15 employees, each with at least five years of media experience.

The technology stack combines an in-house DSP/DMP programmatic capability with best-in-class market tools: Popcorn for TV planning, Atelier Radio for radio, UàG for OOH/DOOH, Adform as DSP, Kantar/TGI/Statista/Similarweb for research, Mediamétrie for audience measurement, and TVTY/Retency/Kairos Fire for attribution. Makuity is a certified Google Partner and member of Heroiks (independent French communication group, joined September 2021) and AAMI (Association des Agences Média Indépendantes). No public APIs, patents, or proprietary software products are offered; the platform is integration-led rather than productized.

The business model is professional services combined with advertising commissions: the agency earns fees or media-buying commissions on cross-channel campaigns, with no public pricing or rate cards disclosed. Engagements are negotiated on a per-campaign or multi-year retainer basis, tailored to client objectives. The go-to-market is sales-led and consultative, driven by website contact forms, direct outreach, and referral from a sticky client base (75% of clients retained for more than five years). Distribution is direct only, with no reseller or marketplace channels, and the agency is currently operating exclusively in France despite a bilingual French/English website.

Name

Makuity

Legal name

MAKUITY SAS

Website

https://makuity.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Makuity is an independent French media agency in Levallois-Perret offering cross-media strategy, programmatic buying, and performance attribution to 80+ private, public, and territorial advertisers in France via a senior team of about 15.

Ownership category

akta.pro rank

Headquarters

HQ city

Neuilly-sur-seine

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media buying and planning services: Makuity generates revenue by providing strategic media consulting and media space buying services to advertisers. The agency earns commissions or fees based on media buying transactions across online and offline channels (TV, radio, OOH, DOOH, press, digital/programmatic, social media, SEA). Revenue is derived from a percentage of media spend or negotiated fees for strategic planning and campaign management services. The agency has 80+ active clients and has maintained 75% client loyalty for over 5 years, indicating recurring revenue from retainer or ongoing campaign mandates.
2. Digital advertising activation (programmatic, SEA, social): Revenue from activating digital campaigns including programmatic RTB buying, Google Ads/SEA management, and social media advertising. All programmatic buying is operated in-house. The agency leverages its own DSP platform, generating revenue from media spend managed on behalf of clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Makuity is an independent French media agency providing strategic media consulting and cross-media advertising space buying across online and offline channels (TV, radio, OOH, DOOH, press, digital/programmatic, social media, SEA). The agency operates an in-house DSP/DMP platform for programmatic RTB buying, delivers performance measurement and attribution (Drive-to-Web, Drive-to-Store), and supports 80+ advertisers across private, public, and territorial sectors with a team of approximately 15 senior consultants.

Product overview

Makuity is an independent media and digital agency based in Paris (Levallois-Perret) offering comprehensive media planning and buying services. The company provides strategic consulting, cross-media buying (TV, radio, OOH/DOOH, print, digital), performance measurement, programmatic/RTB, social media, and SEA services. The agency operates as a full-service media consultancy with approximately 15 employees supporting over 80 active advertisers across private, public, and institutional sectors. Key capabilities include Drive-to-Web/Drive-to-Store attribution using platforms like TVTY, programmatic buying through DSP technology, and data-driven campaign optimization using tools such as Kantar, Mediametrie, TGI, and Adform.

Differentiator

Problem solved

Functional benefit

Products and services

• Media Strategy Consulting and Planning Strategic consulting and media planning services analyzing client ecosystems, target audiences, and competitive landscapes to develop optimal cross-media strategies using market research tools including Kantar, TGI, and Statista. Targeted at advertisers seeking integrated media strategies.
• Media Buying (Online and Offline) Negotiation and purchase of advertising space across all media channels (TV, radio, OOH/DOOH, print, digital) using specialized software platforms like Popcorn, Medialand, and market benchmarks for optimal performance-to-price ratios. Targeted at advertisers across all sectors.
• Performance Measurement and Attribution Campaign effectiveness analysis and attribution services including Drive-to-Web and Drive-to-Store measurement using platforms such as TVTY, Kairos Fire, and Retency, combined with real-time optimization and Test & Learn strategies. Targeted at advertisers seeking measurable ROI.
• Programmatic and RTB Buying In-house programmatic advertising buying using DSP technology for audience segmentation, auction-based digital format purchasing (display, video, native ads), including brand programmatic and local programmatic with geo-targeting capabilities. Targeted at advertisers seeking data-driven digital activation.
• Social Media Agency Services Social media advertising activation across platforms including Facebook, Instagram, YouTube, Snapchat, Twitter/X, LinkedIn, Pinterest, and TikTok, with over 900 campaigns managed annually for brand awareness and performance objectives. Targeted at advertisers seeking multi-platform social activation.
• SEA / Paid Search (Google Ads) Certified Google Partner offering search engine advertising including Google Search Ads, Google Shopping, Dynamic Search Ads, RLSA remarketing, and Display advertising to maximize visibility for active search users. Targeted at advertisers seeking paid search performance.
• TV and DRTV Buying Television advertising space purchasing including classic spot buying, sponsorship, segmented TV, and DRTV (Direct Response TV) with real-time optimization via TVTY tracking platform. Targeted at advertisers seeking broad-reach and DRTV campaigns.
• Radio Media Buying Radio advertising planning and buying across national and local stations using Atelier Radio planning tools, including classic radio spots, sponsorship, native podcasts, and streaming audio complement for digital reach. Targeted at advertisers seeking audio reach.
• OOH and DOOH Media Buying Out-of-home and digital out-of-home advertising space purchasing including urban furniture, transport, shopping centers, and programmatic DOOH, using UàG platform for inventory management and TGI for target displacement analysis. Targeted at advertisers seeking physical-world reach.
• Print and Online Press Buying Print and digital press advertising space purchasing with hybrid print/digital media planning, leveraging ACPM audience data and cross-media strategies for brand messaging in editorial environments. Targeted at advertisers seeking editorial credibility and reach.
• Cinema Advertising Buying National and local cinema screen advertising for spot broadcasts in theaters, reaching movie audiences with high-impact visual advertising. Targeted at advertisers seeking cinema audience reach.
• Digital Media Services Comprehensive digital media services including programmatic, social media, Google Ads/SEA, display advertising, influence marketing, and direct marketing (emailing, SMS) for traffic generation and brand performance objectives. Targeted at advertisers seeking integrated digital activation.

Named customers25 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

Integration31 records

Feature5 records

Partnerships

18 partnerships are on record, tiered core and moderate.

• HeroikscoreStrategic or Co-development Partner · 20 September 2021In September 2021, Makuity joined Heroiks, described as 'le premier groupe de communication indépendant français' (the first independent communication group in France). This strategic affiliation provides Makuity with the scale and resources of a group while maintaining its independence, and positions the agency for larger client mandates and cross-agency collaboration.
• AAMI (Association des Agences Média Indépendantes)moderateOthersMakuity is a member of AAMI, the association of independent media agencies in France. Membership provides industry visibility, peer networking, and credibility among clients seeking independent media partners.
• TVTY (Nielsen)coreTechnology or IntegrationMakuity partners with TVTY (Nielsen) for Drive-to-Web (DRTV) measurement and tracking. TVTY enables real-time monitoring of website traffic following TV spot broadcasts, allowing the agency to optimize TV plans dynamically during campaigns and demonstrate ROI to clients.
• KantarcoreTechnology or IntegrationMakuity uses Kantar tools including TGI (Target Group Index) for consumer behavior analysis, audience segmentation, and media planning. Kantar data supports strategic planning and media mix optimization across all channels.
• MediamétriecoreTechnology or IntegrationMakuity leverages Mediamétrie for TV and radio audience measurement data, including daily audience ratings, listening figures, and campaign performance benchmarks for TV and radio buying.
• Google (as Google Partner)coreTechnology or IntegrationMakuity is a certified Google Partner, enabling certified management of Google Ads, Google Shopping, and YouTube campaigns. This certification provides access to Google tools, support, and credibility for SEA and digital advertising services.
• Popcorn (TV planning tool)moderateTechnology or IntegrationMakuity uses Popcorn as its primary TV planning and buying tool for spot-by-spot TV campaign management and optimization.
• Adform (DSP)moderateTechnology or IntegrationMakuity leverages Adform as its Demand-Side Platform (DSP) for programmatic advertising campaigns, enabling real-time bidding and campaign optimization.
• YouGovmoderateTechnology or IntegrationMakuity uses YouGov for brand tracking and post-campaign brand awareness measurement, supporting the performance measurement and attribution service offering.
• IFOPmoderateTechnology or IntegrationMakuity partners with IFOP for opinion polling and post-campaign brand studies, particularly for measuring campaign impact on brand awareness and perception.
• IpsosmoderateTechnology or IntegrationMakuity works with Ipsos for brand and campaign post-testing, leveraging their survey research capabilities for media effectiveness measurement.
• SimilarwebmoderateTechnology or IntegrationMakuity uses Similarweb for competitive intelligence, website traffic analysis, and digital market research to inform media planning decisions.
• StatistamoderateTechnology or IntegrationMakuity uses Statista for market data and statistics to support strategic planning and media consulting recommendations.
• UàG (OOH/DOOH tool)moderateTechnology or IntegrationUàG is used by Makuity as one of the best tools on the market for OOH and DOOH media buying, providing reference for national and local networks, panel performance data, and location identification.
• RetencymoderateTechnology or IntegrationMakuity uses Retency for Drive-to-Store attribution — measuring the impact of advertising campaigns (particularly OOH and DOOH) on foot traffic to physical retail locations.
• Kairos FiremoderateTechnology or IntegrationMakuity partners with Kairos Fire for foot traffic attribution and Drive-to-Store analytics, complementing Retency for physical retail impact measurement.
• Datorama (Salesforce)moderateTechnology or IntegrationMakuity uses Datorama for marketing analytics and campaign performance reporting, providing unified dashboards for cross-channel campaign data.
• AudionmoderateTechnology or IntegrationMakuity partnered with Audion, a specialist in targeted podcast advertising, for SPA's audio digital campaign targeting specific geographic zones pointing to animal shelters across France.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• GroupM France: WPP's media investment group in France, encompassing Mindshare, Wavemaker, and Essence. Direct competitor in cross-media buying and trading for French advertisers, with significantly deeper global trading infrastructure and pooled-data scale.
• Dentsu France: Dentsu's media and creative brands in France (Carat, iProspect, Dentsu X). Competes with Makuity for the same French advertiser and public-sector budgets with full holding-group services and substantially larger teams.
• Havas Media France: Havas's media network in France, including Havas Media and Arena Media. Overlaps with Makuity on cross-media buying, planning, and Drive-to-Store attribution for French brands and public institutions, with deeper integration into Havas creative communications.
• Starcom France: Publicis Media's flagship network in France, focused on data-driven media and human experience strategy. Overlaps with Makuity on cross-media buying, planning, and analytics for French brands and public-sector clients, at substantially larger scale.
• OMD France: Omnicom's media network in France, offering data-driven cross-media planning, buying, and analytics. Directly competes with Makuity for French advertisers across the same channels (TV, digital, OOH, social) and use cases.
• Publicis Media France: Publicis Groupe's media investment arm in France, operating Zenith, Starcom, and related brands. Competes with Makuity across cross-media planning and buying for French brands and institutions, but within a holding-group structure offering broader services at significantly larger scale.
• PHD France: Omnicom media network in France competing on cross-media and digital activation mandates. Similar functional profile to Makuity's cross-media services — strategy, buying, programmatic, performance — but at network scale with shared holding-group resources.
• Wavemaker France: GroupM media agency with strong presence in France, focused on growth-led media investment and transformation mandates. Comparable to Makuity on cross-media buying and Drive-to-Web/Drive-to-Store measurement, but with deeper global tools and reach.
• Mindshare France: WPP/GroupM media agency in France focused on adaptive planning and digital-first activation. Comparable to Makuity on cross-channel strategy and measurement, but operating within a global network with significantly more headcount and tools.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/makuity
• LinkedInlinkedin.com/company/makuity

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Makuity