Lutkan

Lutkan operates a two-sided programmatic advertising ecosystem. On the demand side, it offers a media decision platform that functions as a demand-side platform, enabling advertisers and agencies to run programmatic campaigns across display, video and CTV using automated bidding and optimisation tools. On the supply side, it offers a publisher monetisation platform that connects publisher inventory to direct campaigns and OpenRTB demand, including header bidding integrations.

Value is created by helping advertisers allocate spend across inventory using algorithmic bidding and contextual understanding, and by helping publishers increase yield via competition among demand sources and managed optimisation. Lutkan captures value primarily by retaining a share of advertising budgets transacted through its platforms, effectively acting as an intermediary between buyers and sellers of media.

Lutkan B.V. is a Netherlands-based ad technology company operating programmatic advertising tools for both advertisers and publishers. It runs a media buying platform (NeuBids) focused on real-time bidding across digital inventory, and a publisher monetisation platform (NeuPubs) that participates in header bidding and can act as a managed monetisation partner.

The company earns revenue by taking a margin or revenue share on advertising spend flowing through its platforms. Advertisers deposit funds and pay on CPC, CPM, or CPA models for programmatic campaigns, while publishers are paid on a revenue-share basis for valid impressions and clicks, with Lutkan retaining a portion to cover technology and operations. Customers are primarily brands and agencies buying media, and digital publishers seeking higher yield from their ad inventory.