HBAgency
HBAgency is a publisher monetisation platform with header bidding and managed ad services.
Analyst Perspective
HBAgency is an Italian ad tech and publisher monetisation company operated by ICARDOO DIGITAL MARKETING S.R.L. Its core product is a proprietary all-in-one header bidding and programmatic monetisation platform for website publishers and digital media owners, helping them connect to advertising demand, manage inventory, track earnings, and receive automated payouts. The company also runs managed advertising services for brands and appears to operate a food-focused publisher network and several consumer-facing recipe content properties. The business generates revenue primarily by taking a share of advertising spend or publisher earnings flowing through its monetisation stack, supplemented by managed media buying and campaign services for advertisers. Its customers include small and medium-sized publishers, niche bloggers, media owners, and brands seeking programmatic campaign execution or access to specialised inventory.
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Key insights about HBAgency
Category Differentiation
HBAgency is not a general creative agency; it is primarily a publisher monetisation and ad operations business built around header bidding and programmatic advertising. It should also be distinguished from pure media owners because it combines technology, managed services, and selective publisher network operations.
HBAgency: About
The company combines ad tech infrastructure, publisher monetisation services, and media operations. On the supply side, it onboards publishers onto its proprietary header bidding platform, aggregates demand, optimises yield, and automates reporting and payments. On the demand side, it sells campaign execution and inventory access to advertisers, including direct and programmatic campaigns. It also strengthens its supply footprint through vertical publisher networks and owned or affiliated food content properties that create additional inventory and audience reach.
How HBAgency Works & Monetises
Business model analysis and core revenue streams
HBAgency monetises through revenue share and margin capture on publisher advertising revenue, using its header bidding and demand aggregation stack to improve yield and retain a portion of spend. It also earns managed service fees from advertiser campaign planning, buying, creative support, and execution. Additional revenue likely comes from direct campaigns sold across its vertical food network and ad-supported monetisation of its owned or affiliated publisher properties.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (HBAgency)
HBAgency Boosts Publisher Revenue in Latin America and Spain
HBAgency, an international ad tech company founded in 2018 that specialises in programmatic yield optimisation for publishers, is expanding its operations across Latin America and Spain. The company says its proprietary, plug-and-play monetisation platform increases value per session and overall ad yield while preserving user experience and editorial control. With an office in Madrid, HBAgency is targeting high-traffic publisher verticals (news, sport, lifestyle, food) and traffic sources including Google Discover, Google News and social media. The expansion supports a commercial objective of achieving more than 20% global growth in 2026, with LATAM and Spain named as primary drivers. Leonardo Ligas is cited as CEO.
Read original sourceHBAgency Boosts Global Strategy with Laura Pes Hire
HBAgency announces the appointment of Laura Pes as network partner manager to strengthen its global partnerships and monetisation strategy. The independent digital advertising company, which works with publishers across Europe and worldwide, says Pes brings extensive ad tech experience in yield management, technical integrations, and partnership management. Leonardo Ligas, CEO, described Pes’s arrival as a key step in growth, strengthening operations and relationships with global partners. In the role, Pes will develop relationships with the platform’s strategic partners to deepen the company’s ecosystem, aiming to maximise the efficiency and performance of existing collaborations through optimized integrations and monetisation flows and by identifying new opportunities with international networks and SSPs. The move signals HBAgency’s commitment to investing in vertical expertise and advanced solutions amid rapid expansion.
Read original sourceMatteo Addabbo Elevated to Global Ad Operations Manager
HBAgency has promoted Matteo Addabbo to Global Ad Operations Manager with expanded team leadership responsibilities. The promotion acknowledges Matteo’s leadership across the company’s global network and his track record in cross-market management and operational excellence. In his expanded role, Matteo will lead his team, foster collaboration, and serve as a primary link between the teams and company leadership to ensure high-quality services for publishers worldwide. He joined HBAgency as Global Ad Operations Manager and has contributed to driving efficiency and reliability across the network. CEO and co-founder Leonardo Ligas stated that the promotion reflects Matteo’s growth and the company’s ongoing investment in talent, processes, and technology to help teams and publisher partners thrive. The announcement underscores HBAgency’s commitment to strengthening its operational leadership and collaborative culture.
Read original sourceHBAgency: Frequently Asked Questions
What is HBAgency?
HBAgency is an ad tech and publisher monetisation company that offers a header bidding platform, managed advertising services, and a vertical food publisher network.
Who uses HBAgency?
Its main customers are publishers, bloggers, digital media owners, and advertisers seeking programmatic monetisation or managed campaign execution.
How does HBAgency make money?
It earns revenue through a share of advertising income from publishers, margins on programmatic monetisation, and fees from managed advertiser campaigns and direct sales.
Company Facts
- Founded
- 2018
- Headquarters
- via Emilio Lussu SNC, 07100 Sassari, Italy
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- hbagency.it