Moving Up
Moving Up is a italian media sales house and publisher monetisation platform.
Analyst Perspective
Moving Up is an Italian digital advertising and media monetisation business launched in 2015 as a diversification initiative of Alessi Pubblicità. It operates as a media concessionaire and publisher monetisation partner, selling and managing advertising inventory across web display, video, audio and digital out-of-home, while also offering proprietary products such as a video ad player and a native content distribution product. The company makes money by commercialising publisher inventory for advertisers and agencies, typically retaining a share of media spend or publisher revenue, and by using performance-based pricing in specific products such as Cost Per Read for sponsored content. Its direct customers are advertisers, agencies, publishers and content owners seeking either audience reach or monetisation infrastructure.
Analyst Signal Briefing
Archived (Stand: 30 Jun 2026)No new strategic signals in the last 90 days. Showing historical briefing.
Moving Up, led by CEO Giovanni Alessi, continues to consolidate its position in the programmatic Digital Out-of-Home (DOOH) sector, leveraging its heritage from Alessi Pubblicità. The company is prioritising DOOH as a primary advertising channel, specifically targeting Gen Z through the integration of physical billboards with social platforms like TikTok. These developments highlight a strategic emphasis on cross-channel engagement and data-driven DOOH metrics to drive media planning efficiency.
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Key insights about Moving Up
Category Differentiation
Moving Up is not a consumer app or a creative agency; it is primarily a media monetisation and advertising sales business for publishers, advertisers and agencies. It should also be distinguished from pure global adtech platforms, as it combines concessionaire services with selected proprietary products.
Moving Up: About
Moving Up combines media representation, inventory monetisation and proprietary ad technology. On the supply side, it aggregates publisher and screen inventory across web, audio and DOOH environments. On the demand side, it sells campaign access to advertisers and agencies through direct and programmatic channels. It also offers proprietary monetisation tools, including a video player with ad serving and analytics and a native content product billed on completed reads. Value is created by matching advertiser demand with monetisable publisher audiences and by improving measurable yield for media owners.
How Moving Up Works & Monetises
Business model analysis and core revenue streams
Moving Up primarily monetises through media sales and publisher monetisation agreements, retaining a margin or revenue share on inventory sold across display, video, audio and DOOH. It also uses performance-based pricing for native content via a Cost Per Read model, where only fully completed article reads are billed. Additional revenue likely comes from managed campaign execution and use of proprietary monetisation tools embedded in publisher workflows.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Technology
Recent Signals (Moving Up)
AI-Driven Voice Branding Moving Up the Agenda in the Martech Mix - ExchangeWire.com
The article discusses AI-driven voice branding rising in the martech landscape, with DMEXCO 2018 highlighting 'Voice' and IoT as key 2019 topics and executives foreseeing cross-device intelligence. It details major tech moves: Amazon expanding Echo and testing Echo Look; Google launching Home and showcasing Duplex; Apple integrating Siri via HomePod; Microsoft partnering with Amazon to extend Cortana; and Samsung pursuing Bixby through the acquisition of Six Five Labs. It also covers WhatsApp's Business API enabling free customer responses for 24 hours before per-message charges, GDPR considerations potentially slowing adoption, and industry commentary on human-centered design and the value of sound logos. The piece positions voice branding as an expanding channel across websites, direct messaging, home devices, and even refrigerators.
Read original sourceTraderTalk Episode 8: Criteo's Michael Steckler Discusses The Criteo Offering, Moving Up The Sales Funnel & The Cookie Directive - ExchangeWire.com
TraderTalk Episode 8 features an interview with Michael Steckler, Managing Director Northern Europe at Criteo, conducted by Ciaran O'Kane, Editor-In-Chief of ExchangeWire. Steckler discusses the Criteo offering, moving up the sales funnel, real-time bidding (RTB) trading, the cookie directive, and the product roadmap. The conversation covers these topics within the TraderTalk series, and the article notes that listeners can subscribe to TraderTalk to receive future episodes, with links to an iTunes subscription and an mp3 download. The episode is published by ExchangeWire on 29 September 2011.
Read original sourceMoving Up: Frequently Asked Questions
What is Moving Up?
Moving Up is an Italian media monetisation and advertising concessionaire business that sells and manages display, video, audio, native and DOOH advertising products.
Who uses Moving Up?
Its customers are advertisers, agencies, publishers, content creators and media owners that need either campaign reach or monetisation support.
How does Moving Up make money?
It earns revenue from media inventory sales, publisher revenue-sharing arrangements, performance-priced native content and related managed campaign services.
Company Facts
- Founded
- 2015
- Core Segment
- Media Sales House
- Company Size
- 10–49
- Official Link
- movingup.it