Smile Wanted Group

Positioned within the AdTech sector, Smile Wanted Group operates as an intelligent and cookieless supply-side platform (SSP) connecting content publishers with advertisers. Founded in 2016 by Gary Abitan, Jérémy Abitan, Maxime Deymes, Meyer Ayache, and David Calleri, the Paris-based company has established itself as a venture-backed entity in the programmatic advertising market. The firm primarily serves advertisers, digital marketing agencies, and publishers, offering a marketplace for video, display, and native advertising formats.

The company's business model is rooted in its proprietary curation technology. This technology employs a real-time bidding algorithm and granular, cookieless analysis of browsing behavior to filter and select high-performing advertising placements. This ensures that advertisers can achieve key performance indicators such as viewability and engagement, while publishers gain access to incremental revenue streams. Revenue is generated through this advertising marketplace, which handles hundreds of millions of ad impressions daily. Smile Wanted also offers a creative studio and an eco-targeting solution, SW Eco Path, which focuses on reducing the carbon footprint of digital campaigns.

In February 2025, Smile Wanted announced a significant funding round of over €10 million, led by Elevation Capital Partners with participation from Bpifrance. This capital injection is intended to fuel the company's international expansion, particularly in the U.S. and Asian markets, strengthen its teams, and further develop its advertising curation solutions. The company reported over €20 million in revenue and has 25 employees. Led by its founders and Bruno Michel, Head of Operations, Smile Wanted collaborates with major industry players like Equativ, Xandr, Pubmatic, and Magnite.

Keywords: programmatic advertising, supply-side platform, AdTech, cookieless advertising, real-time bidding, contextual targeting, inventory curation, digital advertising marketplace, brand safety, viewability, ad monetization, publisher solutions, video advertising, display advertising, native advertising, campaign performance, eco-targeting, venture capital, advertising technology, ad inventory