Snigel

The business operates as a managed programmatic monetisation and ad-operations provider for online publishers. It deploys its proprietary ad-tech stack (header bidding, yield optimisation, consent management, video formats) across publisher sites and connects their inventory to numerous SSPs and exchanges. Value is created by improving effective CPMs, fill rates, page performance and compliance, while reducing the need for in-house ad-ops expertise. The merger with Publisher Collective broadens its reach and publisher network, but does not change the fundamental model of delivering incremental ad revenue and operational support to content owners.

Snigel is an Ireland-based advertising technology company focused on maximising programmatic display and video revenue for web publishers. Its core platform provides AI-driven header bidding, yield optimisation, consent management and ad operations services that connect publisher inventory to multiple supply-side platforms and ad exchanges while managing privacy compliance.

The company generates revenue via revenue-share agreements with publishers, retaining a percentage of gross ad revenue delivered through its managed monetisation stack. Its customers are mid-to-large online publishers and high-traffic website owners that want an outsourced, fully managed ad-tech and ad-operations partner rather than running their own programmatic stack in-house.