Between Exchange (BTWN X)
Programmatic supply platform for publisher monetisation and verified traffic.
Available information varies by company and source.
Profile record updated:
Company facts
- Entity type
- COMPANY
- Founded
- 2012
- Headquarters
- Grigoriou Xenopoulou, 30DKHG Business centre, Neapoli, Limassol, Cyprus 3106
- Company size
- 50–200
- Market role
- AdTech Vendor
- Official website
- betweenx.com
What Between Exchange (BTWN X) does
BTWN X runs a two-sided programmatic advertising business. On the supply side, it helps publishers and app owners monetise inventory through exchange connectivity, bid optimisation and yield management. On the demand side, it gives advertisers, agencies and programmatic buyers access to verified inventory and campaign reporting. Value is created by improving fill, eCPM, transparency and traffic quality, while reducing monetisation complexity through a combination of proprietary technology and human support.
Category differentiation
BTWN X is a B2B programmatic advertising infrastructure provider, not a consumer exchange or financial trading venue. It is closer to an SSP and monetisation partner than to a pure DSP or standalone publisher.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
BTWN X is a privately held adtech company operating a programmatic advertising marketplace for publishers, app developers, advertisers, agencies and other demand partners. Its core offering functions primarily as supply-side monetisation infrastructure, connecting inventory to demand through real-time bidding, supported by reporting tools, fraud prevention and traffic verification capabilities. The company makes money mainly by taking a margin or percentage of programmatic media transactions flowing through its platform, with additional revenue likely coming from managed yield optimisation and technical support services for publishers. Its customer base is business-focused rather than consumer-focused, with value centred on increasing publisher revenue, improving campaign performance for buyers and maintaining transparent, verified traffic quality.
Business model & monetisation
The primary monetisation model is a take-rate or margin on programmatic advertising transactions executed through the exchange and SSP infrastructure. Secondary monetisation comes from managed yield optimisation, onboarding, account management and monetisation support delivered to publishers, either as a service fee, a revenue share, or a bundled commercial arrangement tied to media volumes. Reporting and platform access appear integrated into the broader trading relationship rather than sold as standalone consumer software.
- Programmatic media transaction fees
- Percentage Take-Rate
- Managed yield optimisation for publishers
- Service Fee
- Technical onboarding and account support
- Service Fee
- Fraud prevention and traffic quality features
- Bundled within platform economics
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Between Exchange
IAB vendor record: 724
- Cookies declared
- Yes
- Non-cookie access declared
- No
- Declared purpose IDs
- 1, 2
- Declared feature IDs
- 3
- Declared special purpose IDs
- 1, 2
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
No sufficiently sourced and dated signals are available for this view.
Explore company relationships
Questions about Between Exchange (BTWN X)
What is BTWN X?
BTWN X is a programmatic advertising platform that helps publishers monetise inventory and gives buyers access to verified digital ad supply.
Who uses BTWN X?
Its users are publishers, app developers, advertisers, agencies, trading desks and other programmatic demand partners.
How does BTWN X make money?
It mainly earns revenue from fees or margin on media transactions flowing through its platform, with additional income from managed yield and support services.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
15 publicly documented primary sources and citations linked across the market graph.
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