Between Exchange (BTWN X)

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.

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.