AdScale
Buyer and seller of online advertising space.
| Date | Investors | Amount | Round |
|---|---|---|---|
| investor | €0.0 | round | |
| investor investor investor | €0.0 | round | |
| investor | €0.0 | round | |
N/A | Acquisition | ||
| Total Funding | 000k | ||
| EUR | 2009 | 2010 | 2011 | 2012 | 2013 | 2014 | 2015 |
|---|---|---|---|---|---|---|---|
| Revenues | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 |
| % growth | - | - | 29 % | (3 %) | 2 % | - | (7 %) |
| EBITDA | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 |
| Profit | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 |
| % profit margin | - | 11 % | 8 % | - | 2 % | 6 % | - |
| EV | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 |
| EV / revenue | 00.0x | 00.0x | 00.0x | 00.0x | 00.0x | 00.0x | 00.0x |
| EV / EBITDA | 00.0x | 00.0x | 00.0x | 00.0x | 00.0x | 00.0x | 00.0x |
| R&D budget | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 | 0000 |
Source: Company filings or news article
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AdScale GmbH operated as Germany's pioneering real-time marketplace for online advertising, effectively connecting advertisers with website publishers. The company was established in Munich in 2007 by co-founders Klaus von Doemming and Stephan Kern. In early 2008, the management team was strengthened by the appointment of Matthias Pantke as CEO. Pantke brought significant industry experience to the role, having previously served as the managing director for the German-speaking market at TradeDoubler and held positions at ProSiebenSat.1 Media AG and Sport1.de.
The firm's core business was an auction-based platform that bought and sold display ad inventory in real-time, facilitating a transparent and fair market value for every ad impression. This model served a diverse client base, ranging from small online advertisers and direct clients to large media agencies. For advertisers, AdScale provided a self-booking tool to access a wide portfolio of advertising inventory with flexible campaign planning and optimization. For publishers, it offered a mechanism to control pricing and manage the utilization of their advertising space effectively, without precluding other marketing solutions. Revenue was generated on both a cost-per-click (CPC) and cost-per-mille (CPM) basis.
Supported by investors such as European Founders Fund and Holtzbrinck Ventures, AdScale established a significant footprint in the German advertising market. A major milestone in the company's history was its acquisition by Ströer Media AG. The purchase agreement for a 91% stake was signed in December 2012 and finalized in April 2013, integrating AdScale into the Ströer Digital Group. Following the acquisition, Pantke and Kern remained with the company to continue managing its operations.
Keywords: ad exchange, online advertising marketplace, AdScale GmbH, real-time bidding, display advertising, ad inventory, publisher monetization, advertiser platform, media buying, adtech Germany, Matthias Pantke, Klaus von Doemming, Stephan Kern, Ströer acquisition, Holtzbrinck Ventures, European Founders Fund, CPC advertising, CPM advertising, ad campaign management, digital marketing solutions, German startups