What Hi-Media does

Hi-Media operates today as Azerion AG, the DACH (Germany, Austria, Switzerland) regional subsidiary of Netherlands-based Azerion Group NV. Headquartered in Düsseldorf at Emanuel-Leutze-Straße 8, the entity is led by CEO Andreas Stietzel and has operated for approximately 20 years (founded circa 2005), having transitioned from its HiMedia branding to the Azerion identity. Its core business is operating a proprietary digital advertising platform that connects publishers and game developers with advertisers through an end-to-end programmatic stack, including the HAWK Demand-Side Platform (DSP) for omnichannel buying across display, video, audio, and CTV, and integration with the smartx Supply-Side Platform (SSP) of smartclip.

The company monetizes three primary revenue streams: (1) Digital Advertising Services — transaction fees and commissions on programmatic advertising spend routed through HAWK DSP across omnichannel formats; (2) Brand Studio Services — professional services for creative campaign development, custom advertising concepts, and branded content; and (3) Media Portfolio Monetization — representation and sale of advertising on its exclusive portfolio of established DACH publisher brands including ComputerBase, Geizhals (Preisvergleich Internet Service AG), Festival Planer, KFZ-Mag, Metal Hammer, Visions, WeTransfer, Via Michelin, NRW-Hits, and TV-Info. The platform reports 11 billion monthly ad impressions and 995 million monthly video ad impressions, and serves advertisers (demand side), publishers (supply side), and game developers as customer segments via a combination of direct enterprise sales and self-serve programmatic access. Recent product investments include generative AI-powered Contextual Intelligence technology on the Azerion Marketplace for content-based targeting.

Strategically, Azerion AG has executed a series of moves between 2024 and 2025 to deepen its omnichannel footprint: the Goldbach Austria acquisition expanded the Austrian market presence; the HAWK DSP integration with smartx SSP unlocked global CTV and audio inventory; partnerships with Deezer, SoundCloud, One Tech Group, and amy extended programmatic audio capabilities including linear radio; and the Adsquare global partnership expansion in September 2025 brought omnichannel data solutions into Latin America, the Middle East, the USA, and additional European markets. A September 2025 corporate rebrand signaled a renewed growth posture under the Azerion identity.

Name

Hi-Media

Legal name

Azerion AG

Website

https://hi-media.de

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Azerion AG (formerly Hi-Media) is the DACH subsidiary of Azerion Group NV, operating a proprietary programmatic digital advertising platform (HAWK DSP) that connects an exclusive portfolio of German publishers with advertisers across display, video, audio, and CTV channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Düsseldorf

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Digital Advertising Services: Programmatic advertising, display advertising, video advertising, audio advertising, and CTV advertising services connecting publishers with advertisers. Revenue generated through transaction fees and commissions on advertising spend managed through the platform.
2. Brand Studio Services: Creative communication solutions and campaign services including custom advertising campaigns, branded content, and media placement services
3. Media Portfolio Monetization: Representation and monetization of publisher media brands and premium advertising environments

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Hi-Media is a DACH-region digital advertising company operating an integrated programmatic ad-tech stack that includes its proprietary demand-side platform (HAWK) and supply-side platform (smartx), enabling automated media buying, selling, and audience targeting across display, video, and mobile formats. In addition to the technology platforms, the company monetizes an owned-and-operated portfolio of digital media properties and provides a brand-studio service for content creation and branded campaigns.

Product overview

Azerion AG operates as a digital advertising platform and media company offering an integrated suite of products under its parent company Azerion Group NV. The core offering centers on HAWK DSP (Demand-Side Platform) for programmatic ad buying across omnichannel formats including display, video, audio, and CTV, connected to the Azerion Marketplace where publishers and advertisers transact. Supporting products include Brand Studio for creative solutions and Showroom for campaign examples. The platform provides access to a media portfolio of premium publisher inventories and leverages programmatic technology for automated advertising activation. The recent addition of generative AI-powered Contextual Intelligence enhances targeting capabilities on the marketplace.

Differentiator

Problem solved

Functional benefit

Products and services

• HAWK Demand-Side Platform (DSP) HAWK is Hi-Media's proprietary demand-side platform enabling advertisers and agencies to programmatically purchase display, video, and mobile ad inventory at scale in the DACH region. It is used by brand advertisers and media-buying agencies for audience-targeted programmatic media buying.
• smartx Supply-Side Platform (SSP) smartx is Hi-Media's proprietary supply-side platform used by digital publishers to monetize display, video, and mobile inventory programmatically across the DACH region, connecting publisher inventory with demand-side buyers.
• Hi-Media Owned & Operated Media Portfolio The owned-and-operated portfolio of Hi-Media's digital media properties generates approximately 11 billion monthly ad impressions and 995 million monthly video impressions, providing branded distribution and audience reach in the DACH market.
• Brand Studio Brand Studio is Hi-Media's content creation and branded campaign service for advertisers in the DACH market, providing end-to-end production and distribution of branded digital content tied to Hi-Media's owned-and-operated media channels.

Quantifiable outcome

• 11 billion monthly ad impressions
• +1 more outcomes

Named customers3 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

Integration5 records

AI capability5 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• AdsquarecoreTechnology or Integration · 1 September 2025Expanded global partnership for omnichannel data solutions, extending collaboration to new markets including Latin America, Middle East, USA, and additional European countries.
• SoundCloudcoreStrategic or Co-development Partner · 1 May 2025Dynamic partnership to advance digital audio advertising, integrating programmatic audio capabilities.
• smartclipcoreTechnology or Integration · 1 November 2024Integration of Azerion's HAWK DSP with smartclip's proprietary SSP (smartx), enabling enhanced omnichannel activations and access to global CTV and audio inventory for advertisers.
• Goldbach Austria GmbHcoreStrategic or Co-development Partner · 1 January 2024Acquisition of Goldbach Austria GmbH by Azerion Group NV, expanding presence in Austrian market and strengthening DACH regional footprint.
• DeezercoreTechnology or IntegrationDirect integration between Hawk DSP and Deezer platform, facilitating direct purchasing of audio and video advertising inventory for brand advertisers.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• YOC AG: Berlin-based digital advertising technology company specializing in high-impact mobile and programmatic advertising — a comparable DACH-region ad-tech peer to Azerion AG with overlapping programmatic capabilities.
• Smartclip: European ad-tech company operating proprietary SSP (smartx) and CTV/audio ad infrastructure; integration partner of HAWK DSP and a direct competitor for video/CTV programmatic inventory and SSP services.
• Criteo: Publicly-traded ad-tech company specializing in programmatic demand-side capabilities and audience targeting — directly comparable as a peer DSP operating on the buy-side of the same programmatic ecosystem.
• Adform: European-headquartered independent DSP/SSP offering programmatic advertising across display, video, CTV, and audio — a direct independent peer to Azerion AG's programmatic platform in the European market.
• The Trade Desk: Global independent demand-side platform offering omnichannel programmatic buying across display, video, audio, and CTV — directly comparable to HAWK DSP's advertiser-facing capabilities and omnichannel coverage.
• Ströer: German-listed media and advertising company operating digital and out-of-home advertising sales, including programmatic inventory monetization — comparable to Azerion AG as a Germany-headquartered digital advertising and publisher monetization operator.

Broad incumbents

• GroupM: WPP's media investment arm, one of the world's largest media planning and buying agencies; competes with Azerion AG's programmatic media buying services for advertiser budgets across the DACH region and globally.
• Google Display & Video 360: Google's enterprise DSP within the Google Ads/CM360 stack, the dominant walled-garden competitor for omnichannel programmatic ad buying across the same channels (display, video, audio, CTV) Azerion AG targets.
• Publicis Groupe: Global advertising holding company with media planning/buying operations (Publicis Media) — competes with Azerion AG for advertiser media budgets and offers overlapping programmatic buying capabilities as part of a much broader portfolio.
• Amazon Ads: Walled-garden programmatic advertising platform operated by Amazon, controlling significant supply (Amazon properties) and offering demand-side tools for omnichannel programmatic buying that compete with HAWK DSP.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/HiMediaDE
• LinkedInlinkedin.com/company/himedia-deutschland-ag
• Instagraminstagram.com/azerion_dach

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 Hi-Media