VRTCAL
Mobile and CTV SSP for publisher monetisation and mediation.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- VRTCAL Markets, Inc.
- Entity type
- COMPANY
- Founded
- 2016
- Headquarters
- 104 W Anapamu St, Suite F, Santa Barbara, CA 93101
- Company size
- 10–49
- Market role
- AdTech Vendor
- Official website
- vrtcal.com
What VRTCAL does
VRTCAL creates value by helping supply-side partners monetise advertising inventory more directly and efficiently across mobile, web and CTV. Its platform aggregates demand connections, supports RTB and direct deals, routes traffic across buyers, enriches CTV content data, and provides SDK-based integrations for developers. Revenue is generated from operating this monetisation infrastructure and associated premium services tied to transaction flow, supply access, data enhancement and platform usage.
Category differentiation
VRTCAL is an adtech infrastructure vendor for publisher monetisation, not a consumer media app or a buy-side DSP. It should also not be confused with generic 'vertical' advertising terminology despite the name.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
VRTCAL Markets, Inc. is a private US adtech company operating a supply-side platform for mobile apps, web publishers and connected TV channels. Its core offering is publisher monetisation infrastructure: an SSP marketplace, mediation and traffic decisioning tools, CTV data enrichment and analytics, cookieless targeting capabilities, and developer SDKs. The company sells to publishers, app developers, CTV channel owners, ad operations teams and, in some workflows, advertisers and demand partners that connect into its supply.
Business model & monetisation
VRTCAL primarily monetises through supply-side advertising infrastructure rather than consumer revenue. Based on the product set, its commercial model is centred on facilitating programmatic transactions, mediation and yield optimisation for publishers, with additional monetisation likely coming from premium data, analytics, integrations and direct demand access. The inputs explicitly stress a no-revenue-share and no-fee positioning for parts of the marketplace, so the exact fee mechanics are not fully transparent and may rely on spread, direct commercial arrangements or bundled premium services rather than standard SSP take rates.
- SSP marketplace transaction revenue
- Percentage Take-Rate
- Mediation and traffic management platform usage
- Software Subscription
- CTV data enrichment and analytics
- Software Subscription
- SDK and technical integration support
- Software Subscription
- Custom direct commercial arrangements
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
VRTCAL Markets Inc
IAB vendor record: 706
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1
- Declared special purpose IDs
- 1, 2
- Declared special feature IDs
- 1
- Indexed sellers.json entries
- 222 · vrtcal.com
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
VRTCAL Partners with Jounce Media
Recorded impact score: 3/5
VRTCAL Partners with Jounce Media to Strengthen Supply Path Transparency Santa Barbara, CA — October 1, 2026 — VRTCAL, a leading independent supply-side platform (SSP), today announced a partnership with…
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Questions about VRTCAL
What is VRTCAL?
VRTCAL is a private adtech company that operates a supply-side platform and related monetisation tools for mobile, web and CTV publishers.
Who uses VRTCAL?
Its main users are publishers, mobile app developers, CTV channel owners, publisher engineering teams, ad operations teams, and connected demand partners such as DSPs and advertisers.
How does VRTCAL make money?
It makes money by operating monetisation infrastructure for programmatic advertising, including marketplace transactions, mediation, traffic management, data enrichment and related platform services.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
17 publicly documented primary sources and citations linked across the market graph.
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