R2B2

The company operates a supply-side, publisher-focused ad monetisation platform. Publishers register, configure ad positions and implement the provided tags or bidder adapter on their properties. The platform connects their inventory to a network of partner SSPs and direct programmatic buyers, including exclusive demand, and handles the technical routing, auctioning and reporting of impressions. Value for publishers is created through increased fill rates and yield, simplified technical integration, and ad-operations support, particularly for mid-sized publishers that may not manage large direct integrations themselves. Following the acquisition of a video adtech vendor, the company extends this model into richer video formats and video inventory monetisation across its publisher base.

R2B2 is a Czech advertising technology company focused on programmatic monetisation for digital publishers. It operates a publisher-facing monetisation platform integrated with multiple supply-side partners and programmatic demand sources, and supports both display and video formats, including via Prebid and tag-based implementations.

The company earns revenue by selling ad impressions on behalf of publishers and sharing the resulting media revenue, supplemented by technical and ad-operations support. Its direct customers are website and app publishers and media owners that integrate its tags or bidder adapter to maximise yield from programmatic advertising, primarily in Central and Eastern Europe but with reach into multiple countries. In 2025 it expanded into video monetisation technology through the acquisition of Caroda and has growth equity backing from Genesis Capital Growth.