Adnami

Denmark · owned by QNTM Adtech SW BidCo ApS (Denmark) · www.adnami.io · 9 vendors

Resilience scores

Technology vendors

Services catalogue

1 service in catalogue across 1 category; runs on 9 sub-vendors.

Insights

Last updated 2026-09-13 · revision 1

9 direct vendors, 183 subvendors

Direct vendors by controlling owner country (sample)

Subvendors by controlling owner country (sample)

Migration Readiness: 7/10

Assessed by AI based on technology stack characteristics (cloud-native vs legacy, containerization, microservices), regulatory environment, data residency requirements, financial stability, and vendor lock-in risks. The score ranges from 0-10, where higher scores indicate better readiness for technology migration.

Adnami exhibits good migration readiness. A key strength is its modern internal tech stack, including Azure Static Web Apps, OpenID Connect, and OAuth2, which strongly suggests a cloud-native and potentially microservices-oriented architecture highly conducive to migration. The stated IAB TCF compliance indicates a proactive approach to data privacy and regulatory considerations, simplifying migration planning. However, significant challenges include the absence of data on financial stability, making it difficult to assess the company's ability to fund a substantial migration effort. 'Data Residency Requirements' are not specified, introducing an unknown variable that could complicate migration planning. The vendor situation is ambiguous; while 'Total Vendors: 0' might suggest minimal contractual lock-in, reliance on '10 services' from companies based in only two countries (United States, Denmark) implies some operational complexity and potential reliance that could impact migration flexibility.

Compliance

8 in-scope frameworks identified; showing 3.

Danish Marketing Practices Act — Assessment Required

As a Danish-registered company (VAT: DK38769359) operating in the digital advertising sector, Adnami is subject to the Danish Marketing Practices Act, which governs advertising standards, consumer protection in marketing, and digital marketing practices. The Act implements EU Directive 2005/29/EC on unfair commercial practices and includes provisions on digital advertising transparency. Risk is Medium because Adnami operates as a platform/technology provider rather than a direct advertiser, but its platform enables advertising that must comply with Danish and EU marketing law.

Evidence: https://www.adnami.io, https://www.adnami.io/about-us

ePrivacy Directive — Partially Compliant

The ePrivacy Directive (implemented in Denmark via the Danish Executive Order on Electronic Communications Networks and Services) directly governs the use of cookies and similar tracking technologies — the core mechanism of programmatic advertising. Adnami's platform relies on cookies, device identifiers, and tracking pixels to deliver targeted advertising and measure attention (Sonar). The AdTech industry's use of cookies is under intense regulatory scrutiny across Europe, with multiple DPAs issuing enforcement actions. Risk is High because: (1) Adnami's business model is fundamentally dependent on cookie-based tracking; (2) the ePrivacy Regulation (pending) may impose stricter requirements; (3) browser-level cookie deprecation (Google Chrome) creates technical compliance challenges; and (4) enforcement actions against cookie-based AdTech are frequent and significant.

Evidence: https://www.adnami.io/trust-safety-security, https://www.adnami.io/privacy, https://www.adnami.io/privacy-policy-services

EU Digital Services Act — Assessment Required

The EU Digital Services Act (Regulation 2022/2065), fully applicable from February 2024, imposes obligations on online platforms and digital advertising intermediaries. Adnami operates a programmatic advertising platform connecting advertisers and publishers, which may qualify as an 'online platform' or 'online advertising intermediary' under DSA. Key DSA provisions for advertising include: transparency of online advertising (Article 26), prohibition of targeted advertising based on sensitive data, prohibition of targeting minors, and ad repository requirements. With 1 billion consumers reached globally, Adnami's scale is significant. Risk is Medium because Adnami's classification under DSA (intermediary vs. platform) requires legal assessment, and enforcement is still maturing.

Evidence: https://www.adnami.io/trust-safety-security, https://www.adnami.io/privacy-policy-services

Financials

Three-year financials

Financial Resilience Score: 5/10

Adnami is a VC-backed Series A AdTech company with institutional funding from Kennet Partners (€8m Series A in March 2022) and byFounders (seed round ~€1.6m in 2020). This provides equity runway and demonstrates investor confidence in the business model. However, as a growth-stage company, Adnami is almost certainly loss-making at the EBIT level, typical of AdTech firms reinvesting heavily into international expansion and product development. The company benefits from a blue-chip customer roster including major agency holding groups (Dentsu, Publicis, Omnicom, Havas) and premium publishers (Schibsted, Aller Media, Condé Nast), which diversifies revenue across both agencies and publishers. Product depth spans high-impact display formats, streamed video, the proprietary Sonar attention-measurement tool, and managed services, providing multiple monetisation vectors. Key risks include AdTech cyclicality with advertiser budget pressure in 2022-2023, intense competition from larger players like Teads (Outbrain), Seedtag, GumGum, and Kargo, signal loss from cookie deprecation, and dependency on continued fundraising given likely negative EBIT. Without access to verified financial statements from Danish CVR filings, the exact equity cushion and burn rate cannot be confirmed, but the mid-range resilience score reflects the balance of strong VC backing and blue-chip customer validation against typical growth-stage burn and competitive pressures.

Key strengths: Institutional VC backing from Kennet Partners and byFounders (€8m Series A in 2022), Blue-chip customer roster across major agency holding groups (Dentsu, Publicis, Omnicom, Havas), Premium publisher partnerships (Schibsted, Aller Media, Condé Nast, Ströer), Diversified product portfolio: high-impact formats, video, Sonar attention measurement, managed services, International footprint across 8+ European markets reduces single-market dependency, Positioned in growing attention-measurement segment

Risk factors: AdTech cyclicality with advertiser budgets highly sensitive to macro conditions, Intense competition from larger players: Teads (Outbrain), Seedtag, GumGum, Kargo, Signal loss and cookie deprecation in Chrome and iOS create measurement uncertainty, Likely negative EBIT and cash burn at Series A stage, Dependency on continued fundraising or path to break-even, Concentration on European agency holding companies may pressure take-rate, Competitive pressure from IAS/DoubleVerify on attention measurement

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