TF1, Prisma, “Le Monde”, “L’Equipe”, Team Médias, the management of the Les Echos – Le Parisien group, but also Vinted and The Moneytizer, online media advertising management: to measure their advertising revenue on their media digital, all these publishers placed their trust in the intermediaries supposed to bring them customers in order to monetize their content, the “supply-side platforms” (SSP) or sales platforms.
In less than four years, some 80 customers have adopted the software solution of Pubstack, a start-up founded by Loïc Sfiligoi and Guillaume Polaert, two former executives of Logmatic, a nugget which has distinguished itself in cloud monitoring, acquired by the American Datadog in 2017.
Giving back to publishers
Pubstack does not rule out the SSPs, these business introducers who deliver advertising banners, in real time, according to an auction system and are remunerated at approximately 15% of the amount of the advertisements broadcast. Thanks to the “granularity” of the analysis software, “we allow publishers to regain control of their data, helping them to understand them in order to adapt their models”, explains Guillaume Polaert, technical director of Pubstack. The software is marketed in SaaS mode through the transfer of an operating license.
By choosing this business model detached from the volume of data and advertisements analyzed, Pubstack places itself as a “trusted third party”, he says. Based in Tours and Paris, the start-up recorded sales in its first financial year in 2018. Today, its turnover, which is not disclosed, would reach several million euros.
To tackle the European market, Pubstack has just completed a second fundraising round of 5.6 million euros with the French investment fund Isai and two tech figures: Hervé Brunet (StickyAds) and Jean Canzoneri ( Ogury). The two leaders of the start-up remain in the majority. They had already opened their capital in 2019 to the tune of more than 2 million euros with the Loire Valley Invest fund, managed by Go Capital, supported by Kima Ventures, funds of Xavier Niel, Christophe Decker (Aufeminin) and Romain Niccoli (Criteo ).
Creation date : 2017
Founders: Loic Sfiligoi and Guillaume Polaert
Rising: 5.6 million euros
Effective : 30 people