EIB Backs DanAds with €21M to Expand AI Adtech for SMEs Across Europe

In a bold step to strengthen Europe’s digital innovation and empower small businesses, the European Investment Bank (EIB) has announced a €21 million venture debt loan to DanAds, a pioneering Swedish software company specializing in automated adtech solutions. The financing aims to support small and medium-sized enterprises (SMEs) by expanding their access to premium digital advertising channels, traditionally dominated by tech giants like Google and Facebook.

The investment aligns with the European Union’s broader digital strategy under the InvestEU programme, which supports high-impact technologies, fosters innovation ecosystems, and ensures underserved markets are not left behind in the digital transition.

DanAds: Revolutionizing Access to Premium Advertising

Founded in Stockholm, DanAds has developed a white-label, AI-powered self-serve advertising platform that integrates directly into the websites and ecosystems of major publishers. This means that advertisers—especially smaller firms—can purchase premium ad space directly, without intermediaries or complex procurement processes.

Through DanAds’ platform:

• Publishers retain full control over their ad inventory.

• SMEs gain direct access to high-visibility advertising once reserved for large-budget campaigns.

• Costs are reduced, and ad buying is streamlined via automation and user-friendly tools.

This disruption opens new monetization channels for publishers and gives SMEs a powerful alternative to relying solely on dominant ad platforms.

EIB Financing: Fueling Growth and Innovation

The EIB’s €21 million loan is structured as venture debt, a flexible financing tool tailored to growth-stage companies with high R&D intensity and scalable technologies. The funding will support DanAds’ ambitious five-year investment strategy, which includes:

• €50 million in total investment (2025–2029)

  • €21 million from EIB

  • €5 million from existing shareholders via a new share issue

  • €24 million from expected revenue and additional private capital

The funds will specifically accelerate the development of AI-driven ad design, audience targeting algorithms, and automated campaign optimization tools. DanAds also plans to bolster its R&D workforce and open new regional offices, including one in Malmö, Sweden, and another in Eastern Europe.

Strategic Alignment with EU’s Digital Ambitions

This operation reflects the European Union’s commitment to advancing sovereign digital infrastructure and economic inclusivity. By empowering European SMEs to advertise more effectively, the investment promotes:

• Digital equity across market segments

• Competitiveness of European publishers against global tech firms

• SME empowerment, enabling smaller firms to reach wider audiences

• Sustainable digital transformation with privacy-first, in-house advertising models

Liisa Raasakka, Head of the EIB Group Office in Sweden, stated: “By supporting DanAds, we are backing a digital solution that improves the efficiency and inclusiveness of Europe’s advertising ecosystem. This operation reflects the European Union’s ambition to foster innovation, empower SMEs, and strengthen Europe’s digital competitiveness.”

Leadership Perspective: Scaling with Purpose

DanAds’ co-founders Peo Persson (CCO) and Istvan Beres (CEO) expressed their enthusiasm about the new funding and what it enables:

“The support from EIB is a strong endorsement of our mission to democratize advertising,” said Persson. “This investment enables us to fast-track the development of advanced AI and automation tools that simplify ad operations for publishers and improve access for advertisers,” added Beres.

With plans to enter new European markets, expand its product suite, and enhance AI capabilities, DanAds is positioning itself as a key player in Europe’s independent digital advertising landscape.

A Smarter Future for Digital Ads

By combining AI innovation with a commitment to inclusivity, DanAds offers a solution to several long-standing issues in digital advertising:

• Complex buying interfaces for small businesses

• High fees from intermediaries and platforms

• Data control and privacy concerns for publishers

DanAds’ model allows advertisers to buy media space directly on a publisher’s platform, under the publisher’s branding, while benefiting from a smooth, automated experience powered by DanAds technology behind the scenes.

A Boost for Europe’s Digital Sovereignty and SME Empowerment

As Europe seeks to reduce its dependence on foreign digital platforms and promote home-grown innovation, the EIB’s investment in DanAds exemplifies how public funding can catalyze market transformation. This partnership represents more than just financial backing—it is a statement of intent to reclaim digital value chains, support local businesses, and redefine the future of advertising in a more open, accessible, and equitable way.