HicMobile

What HicMobile does

HicMobile is an Italian mobile marketing and AdTech company headquartered in Milan, founded in 2013 as a mobile advertising agency specializing in drive-to-store and proximity marketing solutions. The company has evolved into a B2B AdTech platform vendor, building a proprietary technology stack to serve brands, agencies, retailers, and media operators across the Italian market. Its core product is the Arcadia Platform, a cloud-based AdTech platform that autonomously manages the full campaign lifecycle - from parameter collection and validation, through launch, real-time optimization, and reporting - and connects natively to major digital advertising ecosystems (Xandr/Microsoft, Google AdManager, Google Ads, Meta/Facebook, Adform, Connected TV, Linear TV, AdStream) and DSPs (DV360, The Trade Desk). The platform is modularized into AdMove Retail (retail marketing automation), AdMove Agency (SME/agency self-service), and Sky Advertising Manager (an OEM deployment powering Sky Media's local and national campaign planning). Engine Solutions extends the platform with ML/AI-based optimization components for multi-point campaign budget distribution, inventory asset selection, and TV/radio spot planning.

The company's business model combines multiple revenue streams: performance-based advertising compensated on KPIs (CPD, CPI, CPR, CPS, CPL, CPA, CPUU, CP Session, CP Deposit), SaaS platform licensing (Arcadia, AdMove, Retail Media White Label), technology licensing (REST-based Engine Solutions), and channel partnerships (WindTre SMS resale, Grandi Stazioni Retail). Proprietary data assets are a strategic differentiator: 13 million geolocated devices, 350,000+ mapped OOH/DOOH plants, 15,000 storefront movement sensors, and a proprietary DMP supporting persistent audience clusters. The company co-develops complementary products with partners - Profile Finder with KettyDo+ (AI-based look-alike profiling), UGEOOH with Urbistat (GeoMarketing for OOH/DOOH), and distributes Prefe Smart Adv (retail intelligence) exclusively in Italy. HicMobile's target customer segments are retailers and retail media networks, brands and advertisers, agencies and SMEs, and OOH/DOOH advertisers, all served primarily through direct enterprise sales within Italy. The company has been recognized in the Financial Times FT 1000 Europe's Fastest Growing Companies ranking and by Il Sole 24 Ore as a leader in revenue growth, and is self-certified GDPR-compliant. It operates as a privately-held Italian S.r.l. (Hic Mobile S.r.l.) with no disclosed external funding.

Name

HicMobile

Legal name

Hic Mobile S.r.l.

Website

https://hicmobile.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

HicMobile is an Italian mobile marketing and AdTech company that sells the proprietary Arcadia Platform, data-driven audience targeting, and retail/OOH media solutions to brands, agencies, retailers, and media operators in Italy.

Ownership category

akta.pro rank

Product category

Mobile Advertising Technology (AdTech)

NAICS

Advertising Agencies (541810), Indoor and Outdoor Display Advertising (54185), Media Buying Agencies (54183)

SIC

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

akta.pro primary industry

Marketing Technology, AdTech & MarTech Services (BPAFAAAN)

akta.pro secondary industries

Marketing Automation Platforms & Services (BPAFAFAC), Performance Marketing Automation & Bid Management Services (MPAAACAM), Digital Out-of-Home (DOOH) Advertising (MPAAAKAB)

Keywords

• Mobile advertising technology
• Adtech platform
• Retail media solutions
• Geomarketing analytics
• Performance marketing campaigns

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Performance-Based Advertising: HicMobile offers campaigns based on pure performance, compensated only based on client-requested KPIs. Multiple pricing models including CPD (Cost per App Download), CPI (Cost per App Install), CPR (Cost per App Registration), CPS (Cost per Sale), CPL (Cost per Lead), CPA (Cost per Action), CPUU (Cost per Unique User), CP Sessione (Cost per User Session), CP Deposito (Cost per Deposit).
2. Platform Licensing & SaaS: Licensing of proprietary platforms including Arcadia (campaign management), AdMove Retail (retail marketing automation), AdMove Agency (agency/PMI platform), and HicMobile Tech Stack to clients. Includes advanced analytics, reporting dashboards, performance analysis, and planning tools.
3. Technology & Engine Solutions: ML and AI-based technology components enabling and scaling media spending across multiple channels and markets, sold as REST-based services or integrated into self-provisioning platforms.
4. Retail Media White Label Platform: White-label modular platform enabling retailers to monetize in-store advertising assets — carousels, totems, radio, apps, websites — from a single dashboard, generating high-margin media revenue for retailers.
5. Gaming Advertising: Gaming advertising solutions including Product Placement, In-game Advertising, and Playable Ads for brands targeting gaming audiences.
6. SMS Advertising: SMS advertising services utilizing WindTre's official database of up to 13 million consented B2C/B2B contacts, profiled by gender, age, and postal code.
7. GeoMarketing and OOH/DOOH Planning: UGEOOH platform enabling geographic selection of advertising areas, dynamic heatmaps, and optimal billboard selection for OOH, DOOH, and proximity digital campaigns.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels5 records

Core offering

HicMobile sells proprietary AdTech software and mobile advertising services to brands, agencies, and retailers, anchored by the Arcadia Platform — a cloud-based system that autonomously manages the full campaign lifecycle (planning, validation, launch, optimization, reporting) with native integrations to Xandr, Google AdManager, Facebook, Adform, Google Ads, Connected TV, Linear TV, and AdStream. Its portfolio extends to ML/AI-based Engine Solutions for planning and optimization, the Profile Finder Look Alike audience solution co-developed with KettyDo+, the UGEOOH GeoMarketing platform for OOH/DOOH developed with Urbistat, a Retail Media White Label platform, and the proprietary HicMobile DMP, supported by performance-based mobile advertising campaigns (CPD, CPI, CPS, CPL, CPA) and proximity marketing services.

Product overview

HicMobile is an Italian mobile advertising and AdTech company operating since 2013, offering a portfolio of specialized solutions organized around its core Arcadia Platform — a cloud-based AdTech platform that manages the full campaign lifecycle and connects to the major digital advertising ecosystem (Xandr, Google AdManager, Facebook, Adform, Google Ads, Connected TV, Linear TV, AdStream). The Arcadia Platform powers specialized solutions including AdMove Retail and AdMove Agency for retail and agency clients, and Sky Advertising Manager for television planning. Engine Solutions (ML/AI add-on) provides multi-point planning optimization, inventory asset optimization, and advanced TV/radio planning across multiple channels and markets. Media activation products include Profile Finder (Look Alike audience creation co-developed with KettyDo+), UGEOOH (GeoMarketing platform for OOH/DOOH planning developed with Urbistat), and Retail Media White Label (modular platform for retailers to build their own in-store advertising networks). Supporting solutions cover Gaming advertising, Performance Solutions (KPI-based campaigns), Audience Targeting (proximity/statistical/navigation data), Proximity Marketing (display, push, SMS, digital audio), and SMS Advertising via WindTre. A proprietary DMP collects and activates behavioral and geolocated data across leading DSPs.

Differentiator

Problem solved

Functional benefit

Brands

• Arcadia Platform: Cloud-based AdTech technology platform for campaign management, planning, execution, and reporting.
• AdMove Retail
• AdMove Agency
• UGEOOH
• Profile Finder

Products and services

• Arcadia Platform Cloud-based AdTech platform that autonomously manages the full campaign lifecycle — parameter collection and validation, launch, optimization, and reporting — and connects with major digital advertising ecosystems (Xandr, Google AdManager, Facebook, Adform, Google Ads, Connected TV, Linear TV, AdStream) and payment systems. Includes AI-powered modules for feasibility analysis, content creation, ML forecasting, channel budget optimization, display optimization, couponing, and invoicing. Sold to enterprise brands, agencies, and retailers.
• Engine Solutions Standalone ML and AI technology offering that enables and massifies media spending across multiple channels and markets. Includes Multi-Point Planning Optimization (automatic multipoint display budget distribution), Inventory Assets Optimization (automated ad-inventory selection), and Advanced Planning Optimization (TV and radio spot distribution by audience, rate card, and time slots). Built on Azure, C#, Python, MS PowerBI, REST, relational and document databases, and constrained/best-path optimization algorithms. Sold as REST-based services and integrated into self-provisioning platforms.
• Profile Finder Integrated CRM enrichment and Look Alike audience solution co-developed with KettyDo+. Combines Profile Enricher (AI-powered persona creation from CRM and external data including ISTAT, Motorizzazione, Catasto, and Agenzia delle Entrate) and Target Finder (segment strategy and campaign activation). Activates Look Alike segments across mobile, desktop, and app via the HicMobile DMP and leading DSPs (DV360, The Trade Desk, Adform). Built on 13M tracked devices, 15K sensors, and institutional data. Targeted at brands and agencies.
• UGEOOH GeoMarketing platform developed with Urbistat for OOH, DOOH, and PDOH campaign planning. Tracks 350,000+ OOH/DOOH installations, analyzes 13 million geolocated devices, and integrates 15,000 movement sensors in Italy. Enables geographic area selection, dynamic heatmaps, optimal advertising-installation identification, campaign planning, and mobile retargeting of users passing selected installations. Targeted at OOH/DOOH advertisers and media planners.
• Retail Media White Label Modular white-label cloud platform enabling retailers to transform in-store touchpoints (carts, totems, radio, app, website) into professional, high-margin media channels. Features include space/package sales module, interactive store map planning, automated content delivery across formats, integrated reporting tied to sales/traffic/KPIs, and native integration with the HicMobile DMP. White-labeled with the retailer's branding and plug-and-play with existing systems. Sold to enterprise retailers.
• HicMobile DMP Proprietary Data Management Platform that collects and structures behavioral and geolocated data, normalizes and enriches audience segments for immediate activation, and maintains persistent audience clusters. Enables automatic activation across major DSPs (DV360, The Trade Desk, Adform) with omnichannel coverage including display, native, mobile, and app. Integrated into the Arcadia Platform, Profile Finder, and Retail Media White Label.
• Audience Targeting

Quantifiable outcome

• 13 million tracked devices in Italy for precision targeting
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability11 records

Feature14 records

Partnerships

Six partnerships are on record, tiered core and major.

• Sky Media (Sky Advertising)coreTechnology or IntegrationHicMobile's Arcadia Platform technology powers Sky Advertising Manager, the platform used by Sky Media for planning, executing, and reporting local and national campaigns on Social, Display, and Video. This is a deep technology integration embedding HicMobile's AdTech stack into Sky Media's operations.
• PrefecoreStrategic or Co-development PartnerExclusive strategic partnership for distribution of Prefect Smart Adv in Italy. Prefect Smart Adv analyzes retail websites and flyers to identify distributed products, pricing, and active promotions — enabling hyper-localized mobile campaign activation. HicMobile integrates this retail intelligence with its mobile advertising platform for precision marketing.
• WindTre (W3)coreChannel Partner/ Reseller/ DistributorHicMobile signed an agreement with WindTre for the resale of SMS advertising services. This provides access to WindTre's official database of 13 million consented B2C/B2B contacts, profiled by gender, age, and postal code, enabling precise mobile targeting campaigns.
• UrbistatcoreStrategic or Co-development PartnerCo-developed UGEOOH, a GeoMarketing platform for OOH, DOOH, and PDOH campaigns. Urbistat contributes geospatial analytics including catchment areas, demand/offer pressure, wealth rates, consumption indices, and residential/tourist/work zone segmentation. UGEOOH combines 350K+ OOH plants, 13M devices, and 15K sensors with Urbistat's data.
• KettyDo+coreStrategic or Co-development PartnerCo-developed Profile Finder, an integrated CRM enrichment and look-alike modeling solution. KettyDo+ contributes Profile Enricher technology for analyzing CRM data and creating AI-based Personas, while HicMobile provides Target Finder and its DMP for segmentation, media strategy, and campaign activation.
• Grandi Stazioni RetailmajorChannel Partner/ Reseller/ DistributorGrandi Stazioni Retail manages commercial and communication spaces in 14 major Italian train stations. HicMobile provides digital mobile advertising solutions to enrich Grandi Stazioni's advertising offering, combining physical retail spaces with mobile targeting capabilities.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Adform: European-originated DSP and programmatic AdTech platform with omnichannel campaign management and creative tools. Comparable to HicMobile's Arcadia Platform on stack capability and DSP integrations.
• AdRoll: Mid-market AdTech platform offering programmatic display, retargeting, and audience targeting. Comparable to HicMobile on performance-based mid-market advertiser focus and audience segmentation.
• Smart AdServer: European ad serving and programmatic platform with multi-channel campaign management. Comparable to HicMobile on programmatic capabilities and European mid-market customer focus.
• Beintoo: Italian mobile AdTech company offering mobile audience targeting, data, and programmatic activation. Directly comparable to HicMobile on geography (Italy), mobile-first focus, and data-driven targeting approach.
• 4w MarketPlace: Italian retail media platform connecting brands with shoppers through retailer networks. Closely comparable to HicMobile's Retail Media White Label and AdMove Retail offerings in both market and category.
• TabMo: European mobile-first DSP specializing in programmatic mobile advertising and contextual targeting. Comparable to HicMobile on mobile DSP focus and AI-driven optimization.

Broad incumbents

• The Trade Desk: Global independent DSP offering omnichannel programmatic buying across display, video, audio, and CTV. Comparable to Arcadia's DSP integrations and omnichannel reach, but operating at vastly larger scale.
• Criteo: Established European AdTech incumbent focused on retail media and retargeting. Comparable to HicMobile's audience targeting and retail media capabilities, with significantly broader reach and scale.

Emerging players

• StackAdapt: Programmatic advertising platform with strong native, display, and CTV capabilities for mid-market advertisers. Comparable to HicMobile on multi-channel programmatic activation and ML-driven optimization.
• Celtra: Creative AdTech platform for dynamic ad production and cross-format creative management. Comparable to HicMobile's Arcadia Content Creator module and dynamic creative optimization capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/hicmobile
• LinkedInlinkedin.com/company/hicmobile
• Facebookfacebook.com/profile.php

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 HicMobile