BidTheatre

How Swedish Ad Startup Joinville Bundles Multicultural Audiences

Joinville, a Stockholm-based ad tech company focused on multicultural targeting, is relaunching its Mundo self-serve audience-buying platform for small and medium-sized businesses and media agencies to access a global inventory of about 300 ethnic sites. The beta program includes roughly 180 testers from Australia, Canada, the UK and the US. Founder Niklas Nikolaidis explains audience filtering to target groups (e.g., 2.5 million Turkish people in Germany). Originating as an ad network with behavioral, demographic and location targeting, Joinville has evolved into a programmatic player with in-house DMP capabilities and direct site buys. It partners with Adform and Bidtheatre in Europe, Google DoubleClick Bid Manager and The Trade Desk globally, and runs a publisher network across the Middle East, Africa, the Philippines, plus some UK/US properties. Major clients include British Airways, KLM, Norwegian Airlines, Sheraton Hotels and Ritz-Carlton. Impressions reached ~750 million overall, with ~300 million in the UK last year. Revenue grew 150% last year, driven largely by North America.