Building the Platform Behind the World’s Leading Self-Serve AdTech Brand

Business Need
DanAds set out to transform from a startup idea into a scalable, enterprise-grade self-serve advertising platform. Their mission was to empower publishers to automate ad sales, onboard global clients, and attract investment, with the platform built to meet enterprise security standards and high market expectations.

Solution
Sigma Software became DanAds’ core technology partner back in 2016. Our role grew from building a minimum viable product to enabling a full enterprise platform:

• Began with developing a white-label self-service ad campaign system, fully supporting campaign management for global publishers and brands.
• Provided strategic support beyond development: we assisted with pre-sales demos, onboarding new clients (e.g., Hearst, Bloomberg, Tripadvisor, SoundCloud), and crafted product documentation, contracts, and user guides.
• Designed and implemented an Information Security Management System, enabling DanAds to achieve ISO/IEC 27001:2013 certification within 18 months, without any nonconformities.
• Supported the platform’s growth and investor readiness, helping DanAds prepare for funding and eventual IPO, including pre-sales support for flagship customers like Shazam.
• Recently, Sigma Software became the lead development partner for DanAds’ next-generation AI-powered advertising platform. The initiative is supported by a €21 million EIB loan, alongside a SEK 5 million co-investment from Sigma Software.

Outcome

• Today DanAds is recognized as a leading self-service adtech provider, offering scalable white-label solutions to publishers and advertisers including TripAdvisor, Bloomberg, and Hearst.
• The ISO-certified platform enhanced trust among enterprise-level clients and contributed to securing $25 million in funding and an ambitious €50 million AI-led expansion plan.

The Voice of the Client

“What began as a development partnership in 2016 has grown into a tight, strategic collaboration. Sigma Software has been instrumental in helping us meet enterprise standards and scale globally.”
— Istvan Beres, CEO & Co-Founder, DanAds