EADV

What EADV does

EADV S.R.L. (operating as eADV) is an Italian programmatic advertising concessionaria founded in 2008 and headquartered in Tremestieri Etneo (Catania), Sicily. The company operates a two-sided digital advertising marketplace connecting website publishers seeking to monetize inventory with brands and agencies seeking visibility on Italian-language web properties. Self-reported annual revenue exceeds €1.5 million, generated by taking a margin on programmatic transactions across a network of more than 300 publisher websites, monetized through CPM, CPC, and CPA modes alongside sponsored article (article marketing) placements and special formats (Overlay, Popunder, native/Hotspot).

The company's core technology is PerformBID™, a proprietary header bidding algorithm launched in June 2019 that orchestrates real-time competitive auctions among 18+ integrated SSPs and ad exchanges including Prebid, Google Ad Manager, Rubicon, Criteo, Teads, Equativ, Outbrain, Adform, Seedtag, Mgid, Xandr, AppNexus, FreeWheel, OpenX, PubMatic, Smart AdServer, Viralize, and Digital Exchange. In 2025, EADV integrated machine learning models into PerformBID and backend systems for bid optimization, anomaly/fraud detection, dynamic floor pricing, and internal decision support. The supporting product surface includes the VIP Publisher Program, an Article Marketing platform, the "infinity" infinite-scroll module, a WordPress plugin, a Publisher Control Panel with reporting dashboard, and an API for ads.txt and reports.

Go-to-market is hybrid: self-serve portals (publishers.eadv.it, advertisers.eadv.it, panel.eadv.it) enable autonomous onboarding and ad-code generation, paired with direct sales through a small account management team (Alice Lucenti, Caterina Elena Gentile, Francesca Licitra). The company runs a content-led marketing motion through blog.eadv.it, LinkedIn, and Facebook, and participates in Italian industry events including IAB Forum 2019, WMF 2024, Intersections 2025, and Sud Innovation Summit 2025. A strategic partnership with Webmaster360 bundles editorial CMS with monetization for publishers. EADV is co-led by CEOs Nino Romano and Fabio Salamone, is privately held with no disclosed external funding, and operates with a small team of 1–10 employees.

Name

EADV

Legal name

EADV S.R.L.

Website

https://eadv.it

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

EADV is an Italian programmatic advertising network operating a proprietary header bidding platform (PerformBID) that monetizes 300+ publisher websites through CPM, CPC, CPA, and sponsored article campaigns for advertisers and agencies.

Ownership category

akta.pro rank

Headquarters

HQ city

Piedimonte Etneo

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, Infrastructure

Revenue model

1. Programmatic Advertising - CPM: Cost-per-thousand impressions model where publishers earn revenue based on the number of ad impressions delivered. EADV acts as an intermediary between publishers (website owners) and advertisers, optimizing ad placement through programmatic technology and taking a margin on transactions.
2. Programmatic Advertising - CPC: Cost-per-click model where publishers earn based on user clicks on advertisements. Available through Performance mode, allowing flexible banner placement anywhere on the website.
3. Programmatic Advertising - CPA: Cost-per-action model where publishers earn when users complete specific actions (sales, sign-ups) after clicking ads. Part of Performance monetization mode.
4. Article Marketing / Native Advertising: Sponsored articles and guest posts published on publisher websites, providing additional revenue stream for publishers and premium visibility options for advertisers seeking editorial integration.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

EADV is an Italian programmatic advertising concessionaria (ad network) that connects website publishers with advertisers through its proprietary PerformBID header bidding algorithm. It offers publishers a VIP monetization program, multiple ad formats (display IAB, video, native, article marketing, overlay/popunder), and a self-serve control panel, while providing advertisers with targeted campaigns on quality Italian publisher inventory across CPM, CPC, and CPA pricing models.

Product overview

EADV is an Italian programmatic advertising network (concessionaria pubblicitaria) that operates as a unified platform connecting website publishers with advertisers through programmatic technology. The core offering centers on PerformBID, a proprietary header bidding algorithm, combined with a VIP Publisher Program for monetization management. Supporting products include an Article Marketing platform for sponsored content, the infinity infinite-scroll module for enhanced engagement, and a full suite of display advertising formats (tabular IAB standards, native/hotspot formats, and special formats like Overlay and Popunder). Publishers access the system via a web-based Control Panel, with WordPress integration available through a dedicated plugin. The platform integrates with multiple SSPs and ad exchanges (Prebid, Google Ad Manager, Rubicon, Criteo, Teads, and others) to maximize competitive bidding and revenue optimization.

Differentiator

Problem solved

Functional benefit

Brands

• PerformBID: Proprietary header bidding algorithm developed by EADV for real-time optimization of ad placements, improving viewability, publisher monetization, and advertiser visibility.
• VIP Program
• infinity by eADV

Products and services

• PerformBID
• VIP Publisher Program
• Article Marketing Platform
• infinity by eADV
• Publisher Control Panel
• WordPress Plugin for VIP Publishers
• Display Advertising Formats (IAB Tabular)
• Native Advertising (Hotspot)
• Overlay and Popunder Formats

Quantifiable outcome

• 110% revenue growth in Q3 2019
• +3 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

AI capability4 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Fondazione Umberto VeronesiminorOthers · 1 October 2020Charitable partnership where EADV provided pro bono advertising space (10 million+ banner views across 170+ premium websites) to promote the 'Il Pomodoro. Buono per te, buono per la ricerca' campaign supporting pediatric cancer research.
• Croce Rossa Italiana e Protezione CivileminorOthers · 1 March 2020Charitable partnership during COVID-19 where EADV donated 10 million banner impressions to support Croce Rossa Italiana and Protezione Civile public health campaigns.
• PrebidcoreTechnology or IntegrationHeader bidding framework integration enabling EADV's PerformBID algorithm to manage competitive auctions among multiple demand-side platforms and advertisers in real-time.
• Google (Ad Manager, AdSense)coreTechnology or IntegrationGoogle's ad management and monetization platforms integrated into EADV's ad tech stack, providing access to Google's extensive advertiser network and programmatic demand.
• Rubicon ProjectcoreTechnology or IntegrationSSPs and ad exchanges integrated into EADV's header bidding network, providing additional programmatic demand for publisher inventory.
• CriteocoreTechnology or IntegrationRetargeting and programmatic advertising technology integrated into EADV's platform for enhanced advertiser campaign capabilities.
• TeadscoreTechnology or IntegrationVideo advertising platform integrated into EADV's ad network, providing video ad formats and programmatic video demand.
• Webmaster360coreStrategic or Co-development PartnerStrategic partnership with Webmaster360, a comprehensive editorial platform for news websites and online publishing. Publishers are encouraged to migrate to Webmaster360 for complete site management, with EADV handling advertising monetization. Webmaster360 and eADV jointly offer integrated technical and monetization solutions.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sublime (Italy): Italian digital advertising and programmatic media company offering display, video, native, and branded content solutions to advertisers and agencies. Directly competes in the Italian market with similar service offerings to EADV.
• Weborama: European (French-headquartered) programmatic ad tech company with strong Italian market presence offering semantic targeting, data, and programmatic media solutions. Directly comparable as a mid-sized European ad tech serving both advertisers and publishers.
• Mediamond: Italian advertising concessionaire (joint venture among major Italian publishers) selling programmatic and traditional advertising across premium Italian publisher inventory. Comparable as Italy-focused ad network/concessionaria connecting publishers and advertisers.
• Manzoni Pubblicità (Cairo Communication): Italian advertising concessionaire part of Cairo Communication, serving publishers and advertisers across digital and traditional channels. Comparable as a domestic Italian ad network offering programmatic display and native ad formats.

Emerging players

• Seedtag: European contextual advertising platform specializing in in-image and cookieless ad formats. Comparable as a European ad tech partner integrated into EADV's stack, competing for the same contextual/in-image advertising budgets.

Broad incumbents

• Teads: Global video and display advertising platform integrated into EADV's network. Comparable as a programmatic video/outstream provider serving European advertisers and publishers with similar ad format offerings.
• Criteo: Global retargeting and programmatic advertising platform with strong European presence, integrated partner via EADV's stack. Comparable as a programmatic technology provider serving both supply and demand sides of digital advertising.
• PubMatic: Independent programmatic SSP providing header bidding and supply-side technology for publishers worldwide, including Italy. Comparable as supply-path technology provider and indirect competitor in publisher monetization.
• Magnite (formerly Rubicon Project): Largest independent omnichannel SSP, integrated partner to EADV via PerformBID header bidding. Competes for the same programmatic demand pool while also being a technology dependency for EADV's publisher monetization.
• Google Ad Manager: Google's ad server and SSP, integrated into EADV's tech stack, that dominates programmatic ad serving globally including Italy. Represents the broader incumbent ecosystem EADV competes against and complements as a partner.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/eadv.it
• LinkedInlinkedin.com/company/eadvsrl

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 EADV