adrule

The company created value by providing a demand-side platform that allowed advertisers and agencies to buy digital ad inventory programmatically across web, mobile apps and connected TV. It combined ad delivery, rich media and video creative support, geo‑targeting, automated target‑group analysis and campaign tracking into a managed service. Campaigns were planned and executed in collaboration with clients rather than offered as a fully self‑service tool. Value for customers came from consolidated access to inventory, audience targeting, creative formats optimised for mobile, and reporting on visits and app downloads.

Revenue was generated primarily through fees linked to media spend, such as percentage take‑rates or CPM mark‑ups, where the platform retained margin between what advertisers paid and what publishers received. Additional revenue was likely derived from managed‑service and creative production fees for rich‑media and video assets, and potentially performance‑based pricing tied to outcomes such as visits or app downloads. Pricing was bespoke, with campaigns scoped individually rather than sold on fixed SaaS licences.

adrule was a German adtech company operating an independent demand-side platform focused on mobile and digital advertising. The platform executed programmatic media buying across web, in‑app and connected TV inventory, with capabilities for rich media and video creatives, geo‑targeting, automated target‑group analysis, tracking and campaign optimisation. It participated in the IAB Transparency and Consent Framework and emphasised EU‑hosted infrastructure and pseudonymous identifiers.

The company generated revenue by running managed programmatic campaigns for advertisers and media agencies, charging fees on media spend and potentially additional creative or performance‑based fees. Evidence of the liquidation of its Swiss entity and lack of recent activity indicate the company is no longer operating as an active commercial platform.