Idle

What Idle does

Idle Inc. is a privately held, founder-operated programmatic advertising consultancy founded by Daniel Ajerio, a programmatic specialist with nearly a decade of hands-on experience across planning, buying, tag management, audits and training. The company is intentionally structured as a single-practitioner model, positioning direct senior consultant access as the core value proposition against traditional agencies that layer junior account managers between clients and expertise. Its legal entity, Idle Inc Ltd, is registered in England and Wales, while operations are run out of Amsterdam with a stated global service footprint.

The service offering is platform-agnostic and spans the full programmatic stack: media planning and buying across DV360, The Trade Desk, Amazon, Adform, Amobee, Quantcast, Criteo and StackAdapt; tag management via Google Tag Manager and Campaign Manager 360 (CM360); analytics across GA4, Adobe Analytics and Looker Studio; and measurement including marketing mix modeling, incrementality testing and privacy-safe attribution. Distribution is entirely direct via the idleinc.co website, free 30-minute consultations and a formal €1,000 referral programme; there is no reseller or marketplace presence.

The commercial model has two engagement tiers: a fixed-price €3,000 "Plug & Play" Programmatic Audit delivered as a 10-day sprint, and a quote-based ongoing Retainer with weekly optimisation, monthly strategy reviews and quarterly planning. The audit has been productised alongside a free Programmatic Health Check self-assessment tool, and a Programmatic Training module is announced as coming soon. Customer segments span agencies (Havas, IPG Mediabrands, Dentsu, Omnicom, Publicis, Wavemaker, Havas, INCUBETA, DEPT), in-house brands (PVH, Booking.com, Kia), tech vendors (Adform) and consultancies (Accenture). The company is bootstrapped with no disclosed institutional funding, no patents, and operates with 1–10 employees by design rather than as a transitional state.

Name

Idle

Legal name

Idle Inc Ltd

Website

https://idleinc.co

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Idle Inc. is a founder-operated programmatic advertising consultancy providing senior-led strategy, media buying, tag management, audits and training to agencies, in-house brands, ad-tech vendors and publishers globally, without traditional agency overhead.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Plug & Play (One-Time Audit): Fixed-scope, 10-day independent review of tagging, DSP, analytics and trafficking setup. Delivers actionable report with prioritised roadmap. One-time engagement with no long-term commitment.
2. Retainer (Ongoing Partnership): Continuous campaign management, weekly optimisation sessions, regular performance reports, strategic planning, priority support, and training. Operates with weekly ops calls, monthly strategy reviews, quarterly planning. Shared Slack/Teams channel and single source of truth tracker.
3. Referral Programme: Referral incentive of €1,000 paid after referred client completes 3 consecutive months of paid work and invoices are paid in full.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Idle Inc. is a programmatic advertising consultancy that delivers full-stack Programmatic services spanning strategy, media planning and buying, tag management, measurement and attribution, audits, and training. The firm operates with two engagement models — a one-time "Plug & Play" audit sprint and an ongoing "Retainer" partnership — serving agencies, in-house brand teams, tech vendors, and publishers without the overhead of a traditional agency.

Product overview

Idle Inc. is a programmatic advertising consultancy offering a portfolio of services and products. The core offerings consist of two main products: the flagship Programmatic Audit (a fixed-scope €3,000 engagement delivering a 10-day independent review of tagging, DSP, analytics, and trafficking setup) and the Programmatic Health Check (a free self-assessment tool scoring maturity across 6 areas). Programmatic Training is a forthcoming add-on module for professionals and novices. These products are complemented by consulting service models (Plug & Play one-time engagement and Retainer ongoing partnership) covering strategy, media planning/buying, tag management, measurement, audits, and training.

Differentiator

Problem solved

Functional benefit

Products and services

• Programmatic Audit Flagship 10-day independent review of tagging, DSP, analytics and trafficking setup covering GTM containers, pixels, consent, data-layer, DV360/TTD campaigns, GA4 and CM360 trafficking. Delivers an actionable report with a prioritised 90-day roadmap at a fixed price of €3,000.

Quantifiable outcome

• CPA reduction within weeks (reported as example outcome)
• +2 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jellyfish: Global digital marketing and programmatic media agency offering planning, buying and analytics across major DSPs. Most comparable to Idle in serving brands and agencies with senior-led programmatic execution, though at much larger scale and with proprietary technology.
• Brainlabs: Performance-focused digital marketing agency with strong programmatic, paid search and analytics practices. Comparable to Idle in delivering DSP-agnostic activation for brands and agencies.
• Outcome Media: Independent programmatic consultancy and media agency focused on activation, audits and training. Closest peer in terms of senior-led boutique model and audit/training offerings.
• Croud: Programmatic-first digital media agency built around a network of on-demand experts ('Croudies'). Closely mirrors Idle's lean-expert model and multi-DSP activation across DV360, TTD, Amazon and others.
• Tinuiti: Independent performance marketing agency covering programmatic, paid social, retail media and measurement. Comparable in offering multi-platform programmatic activation plus measurement and tagging services.

Broad incumbents

• DEPT Agency: Large global digital agency combining creative, technology and media/programmatic services. Overlaps with Idle's offerings but at significantly greater scale and as part of a broader creative-tech portfolio.
• GroupM Nexus: WPP's programmatic and ad-tech hub, delivering multi-DSP activation across the holding-company's agency brands. A broader incumbent competing for the same enterprise programmatic wallet.
• Publicis Media: Global media arm of Publicis Groupe, providing programmatic and addressable media services across its agency brands. Comparable in capability but as part of a much larger full-funnel offering.
• Havas Media: Global media agency network offering full-service programmatic planning and buying. Already a client of Idle, but operates at vastly greater scale as a holding-company incumbent.

Emerging players

• Adalytics: Independent programmatic analytics and audit firm focused on supply-path optimization, audit and transparency work. Highly comparable to Idle's Plug & Play audit offering and Health Check style maturity scoring.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/idleinc
• LinkedInlinkedin.com/company/idle-inc

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 Idle