Lutkan

Lutkan creates value by operating software infrastructure on both sides of the programmatic advertising market. It helps advertisers buy media more efficiently through automated bidding and performance optimisation, and helps publishers monetise inventory through yield management, demand integration, and reporting. Revenue is generated through a mix of platform-enabled media economics, including spend-based take-rates, performance-linked pricing, and publisher-side monetisation deductions rather than a pure fixed-fee software subscription model.

Lutkan is a Netherlands-based AdTech company operating proprietary programmatic advertising products for both advertisers and publishers. Its buy-side product, NeuBids, functions as a media buying platform for advertisers and agencies, while its sell-side product, NeuPubs, is a publisher monetisation platform focused on yield optimisation and inventory performance. The company positions both products around neural or machine learning-driven decisioning, audience targeting, bidding, and revenue optimisation.