The Adex

Based in Berlin, Germany, The Adex operates as a global technology specialist in data management, founded in 2013. The company serves advertisers, agencies, and publishers by providing data-driven access to digital real-time marketplaces for automated media trading.

The core of its offering is the ADEX Data Management Platform (DMP), which functions as a data aggregator, segmenter, and analyzer. This platform processes large datasets from various sources—including desktop, mobile, e-commerce platforms, and addressable TV—and structures them into actionable insights. This allows clients to use the data for internal purposes or share it with external partners in real-time. A key feature is the ability for advertisers to target specific audience segments on digital marketplaces without being tied to mandatory inventory and data providers. The business model combines a data marketplace for selling data with a data management platform for aggregating and analyzing data structures. Under its DMP brand “Datanexx,” the company also offers blind marketing, managing the entire data marketing process from segmentation to remuneration, which conceals the direct data source from the end client.

The Adex's platform is designed to address modern advertising challenges, such as the phasing out of third-party cookies, by offering a multi-ID-enabled system that integrates various identity solutions. It provides features like real-time segmentation, cross-device reporting, and keyword targeting through its own crawler. The company emphasizes data protection, ensuring GDPR-compliant data storage in a carrier-neutral, ISO 27001 certified data center in Germany, without reliance on cloud services. The platform integrates with major industry players like Google, The TradeDesk, Xandr, and Meta. In March 2015, The Adex secured €2.8 million in a funding round to further develop its data management technology.

Keywords: data management platform, AdTech, real-time advertising, data aggregation, audience segmentation, programmatic media, data marketplace, cross-device targeting, data-driven advertising, digital marketplaces, DMP, media trading, data activation, user identity management, keyword targeting, data protection, GDPR compliance, ad targeting, Berlin, data analysis