Smile Wanted
Smile Wanted is a curated programmatic marketplace for premium cookieless advertising.
Analyst Perspective
Smile Wanted is a French adtech company that operates a curated programmatic marketplace connecting advertisers and agencies with premium publisher inventory. Its core offer is a cookieless, contextual, whitelist-based exchange focused on display, native and video advertising, with an emphasis on supply path optimisation, brand safety and guaranteed campaign KPIs. The company makes money primarily by taking a margin on media spend flowing through its curated marketplace. It also generates additional revenue from managed creative services through Smile Studio and campaign sustainability services through SW Eco Path. Its paying customers are advertisers, media agencies, programmatic buyers and brand marketers seeking premium environments, contextual targeting and stronger control over campaign quality and outcomes.
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Key insights about Smile Wanted
Category Differentiation
Smile Wanted is an adtech marketplace and services company, not a creative-only agency or a publisher. It is best understood as an SSP-style curated exchange with adjacent creative and sustainability services.
Smile Wanted: About
Smile Wanted operates as an adtech intermediary and marketplace. It curates premium publisher supply, packages it into brand-safe programmatic buying environments and sells access to advertisers and agencies seeking better performance, transparency and reduced waste. Value is created by combining contextual targeting, whitelist curation, supply path optimisation, brand safety controls and KPI-backed delivery, then monetising media spend transacted across that supply. The business is supplemented by service-led upsell in creative production and campaign carbon measurement and reduction.
How Smile Wanted Works & Monetises
Business model analysis and core revenue streams
The primary monetisation model is a percentage take-rate or media margin on programmatic spend transacted through Smile Wanted’s curated marketplace, typically tied to CPM-based campaign buying. The company likely captures higher effective pricing through premium inventory curation, performance guarantees, contextual segmentation and brand safety controls. Additional monetisation comes from service fees for creative production via Smile Studio and managed sustainability measurement and optimisation via SW Eco Path, either as stand-alone fees or bundled campaign add-ons.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Media Channel
Technology
Recent Signals (Smile Wanted)
Smile Wanted Secures €10M for Global AdTech Expansion
Smile Wanted, a French AdTech specialised in programmatic advertising and premium inventory curation, announced a funding round of more than €10 million led by Elevation Capital Partners (which committed €8 million) with participation from Bpifrance. The financing will support international expansion—notably in the United States and Asia—team growth and further development of its cookieless ad curation and real-time bidding technology. Smile Wanted says it serves several hundred million ad impressions per day, works with partners including Equativ, Xandr, Pubmatic and Magnite, generates over €20 million in annual revenue and employs 25 people. Founders named include Gary Abitan and Jérémy Abitan; Bruno Michel is head of operations. Financial, legal and M&A advisers on the transaction are listed in the release.
Read original sourceSmile Wanted lève 10 M€ pour accélérer son développement !
Smile Wanted raises 10M € for its international expansion.
Read original sourceSmile Wanted Launches Eco-Friendly Advertising Initiative
Smile Wanted, a European independent curated marketplace with 5,000 premium domains and 10 billion daily ad calls, confirms its CSR direction and launches SW ECO, a four-area offering to reduce carbon in advertising. The package includes ECO direct buying, a proprietary distribution solution integrated with publishers using an SPO algorithm to minimize carbon footprint, and ECO targeting powered by SW Filter (contextual, attention, predictive KPIs) that locates eco-responsible placements via real-time analysis of connections, devices, and energy consumption. The initiative also includes ECO contribution to fund environmental projects. Marie Nivelet has been appointed head of communication and sustainability. Co-founder Gary Abitan emphasizes that direct buying reduces intermediaries and energy use, aligning ad performance with carbon reduction amid industry shifts like cookieless advertising and AI.
Read original sourceSmile Wanted: Frequently Asked Questions
What is Smile Wanted?
Smile Wanted is a French adtech company operating a curated, cookieless programmatic marketplace for premium display, native and video advertising.
Who uses Smile Wanted?
Its direct customers are advertisers, media agencies, programmatic buyers, video agencies and brand marketers seeking premium inventory and contextual targeting.
How does Smile Wanted make money?
It mainly earns a take-rate or margin on media spend transacted through its curated marketplace, with additional fees from creative production and sustainability services.
Company Facts
- Founded
- 2016
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- smilewanted.com