Our Demand Partners
Advlume's 12 active demand partners including Google AdX, Adagio, Adform, AdKernel, Kueez, Nexx360, OneTag, and the proprietary Revantage channel — plus how activation varies by geo, content, and inventory type.
Advlume connects your inventory to a curated set of demand partners — SSPs (supply-side platforms), DSPs (demand-side platforms), and direct demand sources. Each partner competes in the header bidding auction, driving up your effective CPMs through real-time competition.
Active demand partners
| Partner | Notes |
|---|---|
| Google Ad Manager (AdX) | Google's Ad Exchange — the largest display and video demand pool. Runs as both a direct demand source via GAM and as a Prebid bidder. Provides AdX backfill for all inventory. |
| Adagio | Attention-based SSP that prices inventory based on measured user engagement signals. |
| Adform Open RTB | European-focused DSP with strong GDPR-compliant demand across display and video. |
| AdKernel | White-label SSP with global demand, particularly strong in Eastern Europe and APAC. |
| Adyoulike | Native and contextual advertising platform. Specialises in in-read native placements. |
| Improve Digital | Premium programmatic SSP, particularly strong for European publisher inventory. |
| Kueez RTB | Performance-focused DSP integrated via SDK. Includes built-in anti-fraud signals. |
| Lucead (Ad Live Plus) | French-origin SSP with cross-channel demand. Provides additional competition for mid-tier European inventory. |
| Nexx360 | Contextual intelligence SSP. Uses semantic analysis to match ads to page content without relying on cookies. |
| OneTag | Global programmatic SSP with a focus on quality and anti-fraud. Strong video demand. |
| Openweb | Engagement-driven monetisation platform. Particularly effective on content-rich, comment-heavy pages. |
| Revantage | Advlume's proprietary demand channel combining managed GAM demand with curated PMP deals. |
How partners are activated for your site
Not all demand partners are active on every site by default. Activation depends on:
- Geo coverage: Some partners only bid on traffic from specific regions. If your audience is primarily in a region a partner doesn't cover, they will be active but may return few bids.
- Content category: Certain partners have content category restrictions. Sites in categories like gambling, adult, or political content may have reduced partner availability.
- Inventory type: Video demand partners only bid on video slots. Banner-only sites will not receive video bids.
- Account standing: Partners that have detected IVT issues on a specific domain may pause bidding on that domain independently of Advlume's platform-level controls.
To see which demand partners are currently active for your site, check Dashboard → [site name] → Settings → Demand Partners.
Custom bidder configuration
Advlume manages bidder credentials and configuration on your behalf — you do not need to set up individual SSP accounts. If you have an existing direct relationship with an SSP and want to use your own publisher IDs rather than Advlume's, contact your account manager. See also Custom Bidder Configuration.
Further reading
- How Bidder Selection Works — which bidders run in a given auction and why
- Google AdX Integration — details on the GAM/AdX demand channel
- Custom Bidder Configuration — using your own SSP publisher IDs
Last updated 2 months ago