Lutkan
Lutkan is a dutch AdTech vendor with DSP and publisher monetisation products.
Analyst Perspective
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.
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Key insights about Lutkan
Category Differentiation
Lutkan is an AdTech software and platform company, not a media agency or publisher. It should be distinguished from generic AI tooling because its products are specifically for programmatic buying and publisher monetisation.
Lutkan: About
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.
How Lutkan Works & Monetises
Business model analysis and core revenue streams
Lutkan uses a hybrid monetisation model. For advertisers using NeuBids, it appears to monetise via media spend-linked pricing such as CPC, CPM, or CPA and retain a platform margin or take-rate from campaign budgets. For publishers using NeuPubs, it appears to earn through monetisation deductions, technical fees, and platform margins before publisher payouts. The commercial structure is therefore primarily transaction and media-economics based, with software access embedded into platform usage rather than centred on a standard seat-based SaaS subscription.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Lutkan)
About Lutkan | Vision, Mission, and Story
Lutkan is a brand new company born out of passion for innovation and commitment to excellence. Our team of AI experts, data scientists, and engineers work tirelessly to develop groundbreaking solutions that push the boundaries of what’s possible.
Read original sourceLutkan: Frequently Asked Questions
What is Lutkan?
Lutkan is a Dutch AdTech company that provides programmatic media buying and publisher monetisation platforms.
Who uses Lutkan?
Its users are advertisers, performance marketers, media agencies, digital publishers, website owners, and app developers.
How does Lutkan make money?
It makes money through media spend-linked pricing, platform take-rates, and publisher-side monetisation fees embedded in its products.
Company Facts
- Founded
- 2023
- Headquarters
- Burgemeester Pabstlaan 10 C3, 2131 XE Hoofddorp, The Netherlands
- Core Segment
- AdTech Vendor
- Company Size
- <10
- Official Link
- lutkan.com