What R2B2 does

R2B2 a.s. is a Prague-based programmatic advertising / Supply-Side Platform (SSP) founded in 2014 that operates as a monetization intermediary between web publishers and the broader programmatic demand ecosystem. The company connects publisher inventory to 24 SSP integrations (including Google Ad Manager, Magnite, PubMatic, Xandr, Criteo, Teads, Adform, Seznam, and others) via a single tag-in-tag or Prebid header bidding integration, supplemented by what R2B2 describes as exclusive proprietary demand not available through direct SSP relationships. Its product surface spans display, native, video (Outstream, Instream, Bumper), and HbbTV formats (Switchroll, Push2Play, XXL Banner, TV Banner), and includes three proprietary technology assets: the AYM analytics platform for per-demand-source performance evaluation, a proprietary header bidding wrapper that automates Prebid connectivity and supports bring-your-own-demand, and the R2B2 Native Generator self-service creative tool at studio.r2b2.cz.

R2B2's core customer base consists of large and mid-size publishers (3,000+ websites globally, including TV Nova, Prima, CNC, Mladá fronta DNES / iDNES, Economia, VLM, Impression Media, Ringier Slovakia, Mafra Slovakia, and Zoznam) generating over 2.5 billion monthly impressions across 46 countries. The company also serves advertisers and agencies who purchase R2B2 inventory through major DSPs including Adform, Google Display & Video 360, Criteo, AppNexus/Xandr, and RTBHouse. The 2025 acquisition of Caroda added proprietary video advertising technology, deepening the company's position in connected-TV and HbbTV inventory.

R2B2's revenue model is a pure transaction-based revenue share with no entry or installation fees: the company retains a negotiated percentage of the profit generated from a publisher's ad inventory, structurally aligning R2B2's incentives with publisher eCPM maximization. Distribution combines sales-led enterprise account management (with named account managers per publisher) for the publisher side and self-serve DSP access for advertisers. The company has been majority-owned by Genesis Capital Growth's GGEF I fund since 2020 (publicly confirmed February 2026), and as of 2024-2025 operates a distributed team across sales, client consulting, and account management functions supporting its 46-country footprint.

Name

R2B2

Legal name

R2B2 a.s.

Website

https://r2b2.cz

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

R2B2 is a Prague-based programmatic SSP that connects 3,000+ publisher websites to 24 SSPs via header bidding, monetizing display, video, native, and HbbTV inventory through a revenue-share model across 46 countries, with anchor clients including major Czech and Slovak media groups and advertisers such as Vodafone and Samsung.

Ownership category

akta.pro rank

Product category

Programmatic Advertising / Supply-Side Platform (SSP)

NAICS

Software Publishers (513210), Advertising Agencies (541810)

SIC

Services-Advertising (7310)

akta.pro primary industry

Supply-Side Platforms (SSP) & Publisher Monetization (BPAMALAC)

Keywords

• Programmatic advertising
• Supply-side platform
• Publisher monetization
• Header bidding
• Ad tech

Headquarters

HQ city

Prague

HQ country

Czechia

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. Revenue Share (Publisher Side): R2B2 charges publishers no entry or installation fees. The company is compensated through a revenue-share model, retaining a portion of the profit generated from the publisher's ad inventory. This aligns R2B2's incentives directly with publisher revenue maximization.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

R2B2 operates a programmatic advertising / Supply-Side Platform (SSP) that connects publisher ad inventory to 24 SSP/demand sources via tag-in-tag or Prebid integration, providing automated real-time optimization, analytics, and full-stack ad format coverage across display, video, native, and HbbTV. Publishers are acquired through direct sales and onboarded with no entry or installation fees; advertisers access the network via major DSPs (Adform, Google DV360, Criteo, AppNexus, RTBHouse). The company is compensated through a negotiated revenue-share on the profit generated from each publisher's inventory.

Differentiator

Problem solved

Functional benefit

Products and services

• Programmatic Advertising Platform (SSP) R2B2's core programmatic advertising platform (Supply-Side Platform) enables publishers to monetize website inventory through real-time bidding. It connects publisher inventory to 24 SSP/demand sources via tag-in-tag or Prebid integration, with continuous automated optimization focused on maximizing eCPM and fill rates for online publishers.
• AYM Analytics Platform R2B2's proprietary analytical platform that enables publishers to precisely evaluate the impact of all integrated demand sources on their inventory. Provides real-time metrics including impressions, eCPM, and revenue reporting downloadable via CSV or API, with metrics covering impression counts (total and unique), CTR, CPC, and viewability (25%, 50%, 75%, 100%).
• R2B2 Native Generator Online self-service tool for advertisers to create native ad creatives. Allows advertisers to upload images in three recommended sizes and provide text content, then generates a production-ready native ad creative for upload to DSPs (notably Adform). Hosted at studio.r2b2.cz as a bottom-of-funnel conversion tool for native advertising campaigns.
• Sticky Ad Format High-performance display ad format with 100% visibility guaranteed on device screens. Adheres to the bottom edge of the screen in a layer above website content, supports Rich Media functions and Click 2 Call, and can display banner, native, or video advertising.
• Outstream Video Ad Format Video ad format that can be placed on text-based websites without existing video content. Plays during article reading and hides after playback, with a Vertical Outstream variant for mobile fullscreen (720x1280).
• Instream Video Ad Format Video advertising format for publishers with video content, available in online (Preroll, Midroll, Postroll) and HbbTV (Preroll) variants.
• Switchroll HbbTV Ad Format Premium HbbTV video format serving as a direct alternative to traditional TV advertising with targeting and measurement capabilities. Auto-plays after channel switching with the option to link to an advertising application.
• Push2Play HbbTV Ad Format Interactive HbbTV banner appearing in the lower-right corner of the TV screen. The viewer initiates video ad playback by pressing the red button on the remote control; after the video ends, TV programming continues.
• XXL Banner HbbTV Ad Format Largest available HbbTV advertising format, displayed in an L-shape anchored to the lower-left corner of the TV screen and covering up to 25% of the screen area.
• Native Advertising Format In-feed native ad format placed within article listings, containing headline, image, and short text, designed to appear as article annotations while linking to advertiser websites. Produced via the R2B2 Native Generator self-service tool.

Quantifiable outcome

• Publishers sell more than 2.5 billion impressions per month through the R2B2 network.
• +2 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

AI capability6 records

Feature5 records

Partnerships

25 partnerships are on record, tiered core and supporting.

• CarodacoreTechnology or Integration · 1 January 2025In 2025, R2B2 acquired a 100% stake in Caroda, a company with video advertising technology. This acquisition expanded R2B2's capabilities in the programmatic video advertising segment.
• AdformcoreTechnology or Integration · 1 January 2024Adform is one of R2B2's 24 SSP integrations providing programmatic demand. R2B2's inventory is accessible through Adform DSP under R2B2 Premium Online and R2B2 HbbTV product lines. Adform is also listed as a third-party cookie vendor on R2B2's cookie policy page.
• Google Ad ManagercoreTechnology or Integration · 1 January 2024Google Ad Manager is one of the 24 SSP/demand integrations connected to R2B2's platform, enabling publishers to route ad inventory to Google's programmatic demand.
• MagnitecoreTechnology or Integration · 1 January 2024Magnite (formerly SpotX) is one of R2B2's 24 SSP integrations providing programmatic video and display demand.
• PubMaticcoreTechnology or Integration · 1 January 2024PubMatic is one of R2B2's 24 SSP integrations providing real-time bidding demand across display and video inventory.
• Xandr (Microsoft)coreTechnology or Integration · 1 January 2024Xandr (now part of Microsoft) is one of R2B2's SSP integrations enabling programmatic ad buying across the R2B2 publisher network.
• CriteocoreTechnology or Integration · 1 January 2024Criteo is one of R2B2's 24 SSP/demand integrations. R2B2's inventory is accessible via Criteo for retargeting and prospecting campaigns. Criteo is also listed as a third-party cookie vendor.
• EquativcoreTechnology or Integration · 1 January 2024Equativ (formerly Smart Adserver) is one of R2B2's SSP integrations providing programmatic demand to R2B2's publisher inventory.
• SeznamcoreTechnology or Integration · 1 January 2024Seznam is both a customer (publisher monetizing through R2B2) and one of R2B2's SSP integrations, providing Czech-language programmatic demand from Seznam's advertising network.
• RTBHousecoreTechnology or Integration · 1 January 2024RTBHouse is one of R2B2's 24 SSP integrations and a retargeting demand source. R2B2 inventory is accessible through RTBHouse's platform for advertiser retargeting campaigns.
• StroeersupportingTechnology or Integration · 1 January 2024Stroeer is one of R2B2's SSP integrations providing German-language programmatic demand to R2B2's publisher network.
• StrosslesupportingTechnology or Integration · 1 January 2024Strossle is one of R2B2's SSP integrations providing programmatic demand to the R2B2 publisher network.
• TeadscoreTechnology or Integration · 1 January 2024Teads is one of R2B2's 24 SSP integrations providing inRead video demand across R2B2's publisher network.
• OnetagsupportingTechnology or Integration · 1 January 2024Onetag is one of R2B2's SSP integrations providing programmatic demand-side solutions.
• ConnectAdsupportingTechnology or Integration · 1 January 2024ConnectAd is one of R2B2's SSP integrations for programmatic advertising demand.
• AdaptMXsupportingTechnology or Integration · 1 January 2024AdaptMX is one of R2B2's SSP integrations for programmatic ad demand delivery.
• Smile WantedsupportingTechnology or Integration · 1 January 2024Smile Wanted is one of R2B2's SSP integrations for programmatic advertising demand.
• AdagiosupportingTechnology or Integration · 1 January 2024Adagio is one of R2B2's SSP integrations providing programmatic demand-side connections.
• Improve Digital (Azerion)supportingTechnology or Integration · 1 January 2024Improve Digital by Azerion is one of R2B2's SSP integrations for programmatic ad demand.
• Rich AudiencesupportingTechnology or Integration · 1 January 2024Rich Audience is one of R2B2's SSP integrations for programmatic demand.
• EtargetsupportingTechnology or Integration · 1 January 2024Etarget is one of R2B2's SSP integrations providing Central European programmatic demand.
• AgorasupportingTechnology or Integration · 1 January 2024Agora is one of R2B2's SSP integrations providing programmatic demand-side connections.
• Google AdSensecoreTechnology or Integration · 1 January 2024Google AdSense is one of R2B2's SSP integrations providing Google display and search demand to the R2B2 publisher network.
• WPartnersupportingTechnology or Integration · 1 January 2024WPartner is one of R2B2's SSP integrations for programmatic ad demand.
• E-PlanningsupportingTechnology or Integration · 1 January 2024E-Planning is one of R2B2's SSP integrations for programmatic ad demand.

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/r2b2.cz
• Xx.com/R2B2en

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 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 R2B2