Adnologies

Adnologies GmbH, established in 2006 and headquartered in Hamburg, Germany, operates as an ad-serving technology vendor within the data-driven advertising sector. The company was co-founded by Andreas Schwibbe, who also served as its CEO. In September 2011, Adnologies secured a significant growth financing round of several million Euros from ViewPoint Capital Partners to fuel its expansion in domestic and international markets. A major milestone in the company's history was its acquisition by the performance marketing firm TradeDoubler AB on January 26, 2015, a move intended to complement and expand TradeDoubler's service portfolio.

The firm's business model is centered on providing a comprehensive suite of tools for online marketing to a diverse clientele that includes agencies, publishers, and ad networks. Adnologies generates revenue by licensing its technology and through its data exchange platform, which operates on a cost-per-mille (CPM) basis where clients pay for a set of user profiles with specific attributes. This model allows data owners to monetize their anonymous user data while enabling advertisers to reach precisely defined target audiences.

The core of Adnologies' offering is the HEIAS® (High End Adserving and Intelligence System) platform, a real-time ad server that serves as a foundation for online marketing activities. A key feature of the platform is its product-level, real-time retargeting engine, which enables the optimization of campaigns for each user. This technology collects non-personally identifiable information from advertiser websites, such as product details and user socio-demographics, to create dynamic, personalized ad creatives on the fly. The platform is a multifaceted solution, functioning as a Demand-Side Platform (DSP), Data Management Platform (DMP), Supply-Side Platform (SSP), and a Data Exchange (DX). Furthermore, Adnologies operates euroDX, an integrated marketplace for ad inventory and anonymous third-party data, empowering advertisers with e-commerce verified user information to enhance their targeting capabilities.

Keywords: ad serving, ad technology, real-time bidding, retargeting, data management platform, DMP, demand-side platform, DSP, supply-side platform, SSP, programmatic advertising, dynamic creative optimization, data-driven advertising, ad exchange, online marketing, HEIAS, Andreas Schwibbe, TradeDoubler, ad inventory, audience targeting, digital advertising, martech, ad network, publisher tools, campaign optimization